Big Businesses Just Don’t Get Customers

Small Business Maintains the Marketing Edge with Customer Engagement

In a recent poll with 58 senior-level retail executives, a mere 10% listed store associates as one of the top factors affecting their brand’s customer engagement.

Instead of the people in their stores, 63% of retail executives chose “Brand image/marketing” as a primary driver of customer engagement. Many of those executives also cited¬†“Product choice/assortment.” Here’s the full graph of all the things big brands think are more important than their retail employees:

Big Businesses Just Don't Get Customers

I’m surprised at how out-of-touch these executives seem. No one engages with marketing communications or product choices, although those are important elements of the overall customer experience. Engagement is two-way communication that is most easily achieved with another living being.

Small business retailers are close enough to their customers to realize that in-store employees are critical to engaging customers by providing service, offering recommendations and selling products. You understand your customers, and that’s one key competitive advantage for small businesses.

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