The Seven Deadly Sins of Marketing: WRATH

We all agree that the customer is king. But we sure don't always act that way.  There's lots of way we're tempted to put other things ahead of the customer.  Let's talk about the Deadly Sin of...

CUSTOMERS!  GAWL!!

WRATH: Hating your own customers

This is a big one, and it manifests itself in many ways.

Do your employees make fun of your customers?  I mean, more than just the "oddball" story now and then (we all have those).  Check out this guy here: Undercover Boss: Boston Market interview with Ronnie.

It is impossible for a culture that values customers and is customer-focused to have people believe this about their customers.

There are a number of "I Hate My Customers" blogs out there, mostly from people in service and freelancing industries.  I have empathy - I've worked those jobs myself - but it just shows you how pervasive this problem is out there in industries that depend most on excellent customer service and being customer focused.

I think, however, this attitude flows into the marketing and advertising industry and permeates our marketing campaigns.

How many times have you attended a gathering of marketers, get talking about customers, and heard a lot of negativity, especially if the customer base isn't "cool" enough?  Too old, too poor, too suburban, too rural, too uneducated, too "low brow", too [insert whatever human characteristic you disdain here].

How many marketing leaders have you met that can discuss marketing campaigns for hours, but do not once mention what the customer wants and needs from his or her organization, or how customers are delighted by what they hear and see from the company?

How many product and campaigns have been launched with zero prior customer research and testing?

How many sponsorships have been created, not because customers have a connection with the person, event or cause being sponsored, but because it was something the marketer personally liked or benefited from?

If you or anyone in your organization regularly bad-mouths your customer base, never listens to customer feedback (or dismiss it), and does not keep the needs of your target audience in mind in all you do because you think it's stupid, uncool, or worthless... you should look for another line of work.

Because being wrathful towards your customer is a sin.

For other sins, check out LUST and GLUTTONY and GREED and SLOTH.