Andre John Haddad
Industrial Psychologist

An essay on customers’ code

(October 2004, revised March 2007) 

Beyond our understanding of customers’ requests and implicit expectations, there are other needs due to global changes. They are usually unspoken and unwritten. Nevertheless they are so important and fundamental that customers will do almost anything to satisfy them.

We will argue a change in customers’ code from a Marketing point of view.

From a Marketing perspective, satisfying our customers’ needs requires the following strategies: differentiating ourselves from the competition, generating internal growth a cut above competitors and becoming a solid preferred company in the eyes of our customers. To do this, there is a pressing need for Marketing specialists and company leaders to identify current and impending client issues, to capture emerging customer needs, and to develop a reflex for innovation. The implications converge to form a clear understanding of who our customers are and what are they becoming.

We have two objectives in writing this document: the first is to challenge our present understanding of our customers and the second is to discuss how we can influence the handling of these issues.