By definition, consumers are the end users of your product(s).
With intangible services they are the same as your clients (customers) because
you can not resell services. With tangible products the situation is different.
If you are selling directly to end users (e.g. software by mail order or via
Web downloads), your clients are your consumers. If you are selling through
distribution channel, your clients are your distributors, dealers or retailers
who then resell your products to the end users – or to partners one level lower
in the distribution chain.
Unlike with your shareholders – the ‘first among the equals’
– with your end users you think about the needs of your company first. You want
your end users to generate the maximum amount of financial value by spending the maximum possible amount of money on
your products and services (a good share of which might go to your partners in
your distribution chain).
You want your end users to generate the maximum amount of functional value by doing what you want
them to do (making desirable decisions and perform desirable actions). Specifically,
provide valuable information on themselves, other potential consumers,
competitors, etc.; promote your products and services to other potential consumers,
share your blog posts and social network content, retweet your tweets, etc.
You want your end users to generate the maximum amount of emotional value by expressing their gratitude
for your products and services, your care and their happiness in consuming your
services and using your products.
You maximize financial, functional and emotional value for
your end users with superior attributes – financial, functional and emotional –
of your products and services. You create additional aggregate value for your
end users with your corporate communications – both permanent presence and
communications campaigns aimed at end users.
Finally, a powerful source of emotional value is your
corporate brand (its positive emotional attributes).
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