My Initial Jaffe Juice Post – And the Conversation You Can Join

Thanks to Joseph, I will be sharing my thoughts with you while he is off in Africa chasing Wildebeests. My focus will be a current favorite subject on my mind (and in my public speaking) – the mistaken beliefs held by many of today’s marketers. It may be a new world, but many miss-takes are already etched in stone. Over the course of the next month I will post a snapshot of some of today’s most common mistaken beliefs about marketing. 

For starters, hardly a day goes by without a reference in the business press to the newly empowered consumer. In FastCompany’s fascinating article this month about the Mad Men on Mad Avenue you’ll find still another reference to the power of the consumer. Not so long ago no less than The Economist proclaimed in a cover story, “The Consumer Really is King and Queen Now.” 

Baloney! 

Serfdom would be a better description of the present state of consumers in America - they have never been more abused and confused at any time I can remember. Bit by bit the structure that once served consumer needs is being replaced by a cold-hearted service economy. Some of you are too young to remember when the gas station attendant filled your tank, cleaned your window, checked your water and smilingly sent you on your way. Nowadays you’d be hard-pressed to even find a gas station offering Full Service (unless, of course, you live in New Jersey, where Self-Service is against the law…). These days you pump the gas, pay with your credit card, and never interact with a human being. Have you ever thought of sending ExxonMobil a bill for your services?

Of course, you had better pay the minimum due on that card on time or your friendly neighborhood bank will hike your interest rate over 30%. And when you take that credit card to the mall to do some Holiday shopping at your favorite department store is there anybody on the floor to answer a question or direct you to what you want to find?

Or how about this dandy: http://abcnews.go.com/Business/story?id=3361743&page=1

If you call Sprint customer service one time too many – look out! They will terminate your service and kick you to the curb. 

The evaporation of service in our service economy represents both an enormous failure on the part of marketers and also an enormous opportunity for marketing smarts. Which bank is going to be the first to end the credit card interest hike abuse of their customers? Which department store is going to be the first to ensure that the shopping experience is such a pleasure that you’d rather shop in the store than online? And which advertising agency is going stop conspiring with marketers to take advantage of customers for short term gain rather than being the Great Defender of the American Consumer?

-- Stan Rapp