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The Death of Generic

By: Jonathan Downie    Date: August 23, 2018

My wife and I recently sent quite serious complaints to a local bus company. We both got a generic “your comment has been noted” response. Call up many companies and you will hear dodgy hold music and the words “your call is important to us. You are being held in a queue.” The same bland responses. The same angry customers. Given all that can be done with social media and personalisation, generic is dead.

Every single marketplace is crowded. There are literally hundreds of companies doing exactly what yours does. Unless you stand out, you will lose customers. It’s as simple as that.

Why are so many shops closing on the High Street, while others in the same street fluorish? It has nothing to do with price. It has everything to do with being unique.

The unique, the different, the customer-focussed, they all win. The generic, the seemingly uncaring, the bland, they are dying out.

If your company has recently adopted a technology because everyone else uses it, you are already too late. If your customers don’t get what makes you different to everyone else, all there is left to compete on is price. And no-one ever wins that race.

Generic is dead. It’s time to be special, to treat each customer individually, to deal with each complaint well and to market in a way that says something to the precise kind of person you need to convince.

Generic is dead. What happens next is up to you.

 

 

I don’t believe there is any such thing as a generic or typical conference. As a consultant interpreter, I create bespoke interpreting teams to make your next event achieve more than you could imagine. Sounds good? Let’s chat.

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