LOSS IS MORE

Not since the economic shockwave that resulted from 9/11 has there been the tumult in our economy that has been driven by recent economic faults. Unemployment and underemployment remain so high that consumers are scared about their future. The “old reliable” safety net of home values has seen a 50% shrinkage that has home owners dreamin of being in a rental unit. Our retirement plans are now inadequate for stopping work voluntarily. The loss is palpable.

Loss is making us all consider how to do more with less.

The new frugality has us stretching our dollars by shopping at discount merchandisers rather then at specialty stores.

Little things mean more as we begin to accept a simpler approach to life. Perhaps in the simplicity is a less complicated and more satisfying life. So many people are depressed by the loss but at the far end of the loss is change, simplicity and perhaps a better life.

As marketers, we need to recognize what is happing with consumers and help consumers to do more with less; to feel good about simpler things; and to assist them in the new frugality.

Not only is the saying “Less is More” appropriate for today, but also a recognition that the driving force of “loss” … can be more.
Jeff Heilbrunn
October 1, 2010

Omotenashi

I remember when I was a kid, my mom would “put up a pot” of coffee and invite the neighbor ladies over. There was a true spirit of equality (even though some of the women were much better off than others). At coffee, everyone was on an equal footing. Some days, mom would go over to another neighbor’s house for coffee as each neighbor reciprocated the kindness of the other. In Japan, the analogous behavior is seen in the tea service…no master, no servant; equality; simplicity; care; reciprocity; and an activity that deals with human spirit rather than materialism. The Japanese have a word for this…OMOTENASHI.. which translates roughly to “hospitality” but as we have defined it above.

For service marketers, omotenashi gives us a new take on a much studied subject. Proponents of omotenashi include many Japanese marketers including the large cosmetics firm, Shiseido. Many of the service quality elements of empathy, listening, reliability, etc are a part of the omotenashi culture…but perhaps this gives us a framework for much of the past research in this area. The essence of omotenashi, of hospitality, is to serve the spirit of the customer through the spirit of the employee. It removes the background push on product sales relying on the development of a deep relationship with the customer to eventually get to the end result of revenue growth.

Omotenashi begins with training but then relies on the employee to develop their own style to obtain a satisfying experience for the consumer. Nothing is rushed; time is spent; education is given; advice is dispensed; manners are important; feelings are important; listening and empathy are more than words. And after the individual encounter, omotenashi should be extended to the communities that are important to the firm.

I first came across the concept watching NHK World television…they do have an interesting web site. For more on this subject, Google Omotenashi and consider its use and its ability to differentiate your firm in the competitive marketplace.

Jh, August 1, 2010