Falling in Love (with our customers)…

Happy Valentine’s Day. As we continue to study the role of the mass media in today’s society, here is a blog that I have written for a Slovenian blog-site PM, POSLOVNI MEDIJI where I will be the keynote speaker at their POMP conference on March 17. As always, your comments are welcomed.

It is time to end the love affair with technology and the machines that accompany those technologies, whether they start with an i or not. It seems to me we are wasting as much time today, if not more, than we’ve wasted in the last and lost first decade of the 21st Century trying to convince ourselves the Internet is the way to go.

The source to all our troubles dates back to 1964. The media guru of the 20th Century Marshall McLuhan coined the phrase, The Medium Is the Message, in his book Understanding Media: The Extensions of Man, and since then the relationship of the medium to the message became an important and essential part of media world lingo. Well, I propose that the time has come to bury this phrase and replace it with a more relevant phrase for today’s media world: The Customer is the Message, regardless of the medium.

Technology is moving faster than the speed of light and change has become the only constant in the world of media platforms. In fact, technology is moving faster than any of us humans can keep up with on a regular basis, and unlike years past, humans are outlasting technology and not vice versa. Our challenge today is to stop, take a deep breath and decide whom we need to focus on and what message we need to dispense.

I am going to argue for the customer. I am going to fight to put the attention on the customer regardless of the machine. I want you to have a love affair with your customers. Know them inside out. Start by defining your customers. In my book I am always serving two types of customers: those who are on the receiving end of the message and those who are on the sending end.

The receiving customers are those readers, viewers, listeners and users who are looking for an engaging message that answers the simple question, What Is In It for Me? Note the three IIIs in the expression. All the focus should be on those IIIs, which collectively make our receiving customers.

The sending customer – the company, the advertiser, the brand maker – is seeking an engaging message that will provide the answer to the simple question, What Is In It for Me?

And what about us, the media folks? We are the romantic bridge that would and should connect those customers together and walk them through an engaging message we hope will create a long lasting relationship.

Romancing our customers should be our first and major mission while we are creating any medium. Falling in love with our customers and not our machines should be our goal for 2011 and beyond. Forget about the machines, forget about ink on paper, forget about pixels on a screen and forget about bytes on the airwaves. Fall in love with your customers, both on the sending and receiving ends. The result will be the best conceived media that will engage both senders and receivers. Let the love begin.

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About Samir Husni

Samir Husni, aka Mr. Magazine™, is the founder and director of the Magazine Innovation Center at the University of Mississippi. He is also Professor and Hederman Lecturer of Journalism at the School of Journalism and New Media. Dr. Husni is the author of the annual Samir Husni's Guide to New Magazines, which is now in its 28th year. He is also the author of Launch Your Own Magazine: A Guide for Succeeding in Today's Marketplace published by Hamblett House, Inc. and Selling Content: The Step-by-Step Art of Packaging Your Own Magazine, published by Kendall Hunt, Magazine Publishing in the 21st Century, published by Kendall Hunt, and co-author of Design Your Own Magazine. He has presented seminars on trends in American magazines to the editorial, advertising and sales staff of the magazine groups of the Morris Communications Company, Hearst Corp., Hachette Filipacchi Magazines, Meredith Corp., Reader's Digest Magazine, ESPN the magazine, Sail Magazine, American Airlines Publishing, the National Geographic Society, the Swedish magazine group Bonnier, the Finnish magazine group Sanoma Magazines, Southern Progress magazines, New South Publishing, Inc., the Society of Professional Journalists, the American Society of Magazine Editors, Vance Publishing Corporation, the Florida Magazine Association, The Magazine Association of Georgia, the National Society of Black Journalists, the Japanese Magazine Publishers Association, and the American Press Institute. He is "the country's leading magazine expert," according to Forbes ASAP magazine, "the nation's leading authority on new magazines," according to min:media industry newsletter; and The Chicago Tribune dubbed him "the planet's leading expert on new magazines." Dr. Husni has been interviewed by major U.S. media on subjects related to the magazine industry. He has been profiled and is regularly quoted in The New York Times, The Los Angeles Times, USA Today, The Chronicle of Higher Education, and many other newspapers nationwide, as well as the major newsweeklies and a host of trade publications. He has appeared on Good Morning America, CNBC, CNN, CNNFN, PBS, and on numerous radio talk shows including National Public Radio's Morning and Weekend Editions. Dr. Husni has also served as an expert witness in several lawsuits involving major media corporations including Time Inc. and American Express Publishing among others. He has been a judge of The National Magazines Awards, The Evangelical Magazines Association, The City and Regional Magazines Association, and The Florida and Georgia Magazine Association Awards. Dr. Husni is the President and CEO of Magazine Consulting & Research, a firm specializing in new magazine launches, repositioning of established magazines, and packaging publications for better sales and presentations. Dr. Husni holds a doctorate in journalism from the University of Missouri-Columbia and a master's degree in journalism from the University of North Texas. When he is not in his office reading magazines, Dr. Husni is at the newsstands buying magazines.
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90 Responses to Falling in Love (with our customers)…

  1. Gabrielle Krotser says:

    I feel that falling in love with your customer and not with technology is a validating point. I think that one company that has done a very good job doing this is Apple. Not only have they created the iPhone, the iPod, the iPad, etc. but the content within these products such as specific songs, apps, books, you name it, are serving the customer and they are able to connect or “fall in love” with the customer multiple times a day maybe even a second.

  2. Erica Marconi says:

    I completely agree that we need to fall in love with our customers over technology because the customer is the message. If companies don’t think about the customer’s needs and wants then they will most likely fail in what ever type of new technology they are trying to make. Apple is an example of a company that continues to fall in love with their customers on a daily basis with everything they have invented.

  3. Lauren Lyles says:

    I love the way this blog compares the relationship of the media and customers through romance. “What Is In It for me” is the question that customers want answered in their relationship. This is how the love affair begins. I believe once connectivity is formed amongst recieving and sending customers the message can be engaged. That means no more mixed signals and a healthy relationship. Technology will no longer break up anymore relationships. Since change is constant in society we have to be more focused. Through tatcis and ads, Amazon and Apple have been successful in exhibiting their love for customers, which keeps them coming back.

  4. Erica Boney says:

    I definitely believe that we should be falling in love with our customers and not the machines. If we are not focusing on pleasing our customers then the machines are useless. Writers of newspapers, blogs, magazines, and creators of new technologies should determine what group of people is their targeted customer and what this group needs and wants from their medium, rather than what medium should be used. It’s the content that counts, not the device the content is displayed on.

  5. Samira Abunemeh says:

    The article is right. If the media constantly uses new technology, it will only look like gimicks and failed attempts at looking “hip”. This could be why CNN is failing and Fox News is thriving. CNN uses holograms and twitter all the time, and it just seems pathetic. There is no connection between technology and content. While I don’t agree with Fox News’s content, they are conveying why the audience should care. How valid this content is doesn’t really matter. Content is everything, for people only use this technology for the content and not to look “cool”. The question for the media today is then how to balence the ever-changing technology and the content.

  6. Christina Huck says:

    Falling in love with the customer is the only way a company is going to thrive and become successful. If the customer doesn’t like a product, then the company is not going to do well. They have to work with the customer and give them what they want. I agree with the first comment on how Apple really has fallen in love with their customers. To them, it is all about making the customers happy and satisfied with their products, which is why Apple is so successful. Apple should be a role model for other companies.

  7. Dj says:

    I completely agree with you. I also believe that if we stop spending so much time on the technology we are trying to sell and more time on the customer we are trying to sell it to, we have much more success as experience makers. With that being said, I think that means we as experience makers have to step it up when it comes to advertising the technology. Show the consumer what is in it for them. I think advertisements today are too focused on their creation than their consumers. There has to be a way to pull out benefits for both the consumer and the marketer.

  8. Josh Spencer says:

    You’re right we should fall in love with the customer but at the same time our customers should fall in love with us and beg for more. and without our machines we cannot expand our “product” to its greatest notoriety. the truth is, we need both the internet and ink…

  9. Patrick McCormack says:

    Fallin in love with you customer and the not the machine is a very good point. Businesses use this strategy all of the time. For your product to be successful it has to appeal to the customer. Technology and machines are good and are always improving our lives, but they cannot become the focal point of them. We cannot rely on them to do everything. Machines will never be able to do what humans do. Our first priority should be pleasing our customer, because with out that the machines are useless and pointless.

  10. Nathaniel Weathersby says:

    Although I must agree we rely on technology and its machines too much in this day and time but completely severing the connection between technology and those machines cannot be productive. I believe that like a functional relationship we must not forget about that simple things that made us, content providers and customers, fall in love with each other. We must hone and enhance our skills that will attract every ounce of attention from the customers then use technology and its machines as simply a third-party who’s only existence relies on us.

  11. Anna Hayman says:

    I agree that we need to fall in love with the customer. Technology is moving so fast. Does technology help make our lives easier? Yes, but so much of our lives are dependent on technology, that we are losing ourselves and relationships. Use machines as a tool, not as the focal point of every thing we do. I think if more people could start learning to focus on the customer and not the machine our world would be a better place.

  12. Lee Morgan Gunn says:

    I believe that if people keep falling in love with technology, they will soon be disappointed when the technology fails them in the end. As faithful and reliable as it may appear at the time, it won’t keep them satisfied. Only the senders can give the receivers the news they want and need to hear to keep them intrigued in the long run. The senders need to work their hardest to keep the customer’s attention hooked and fall in love with them and give them the relationship that they are looking for and craving.

  13. jordan skinner says:

    It seems that everyone today is obsessed with new technology and trends and everyone always needs the newest thing because we are never really satisfied. In reality long lasting relationships in a business or personal sense need to be done not through a computer screen but face to face. Customers need to see that the companies they trust are going to be reliable so that they keep coming back. The companies need to see what the customers want so they can seem reliable to them.

  14. Riley Pickett says:

    I definitely believe that falling in love with the customer is the main goal. The machines are only the tools we use to send and receive messages. The content is what matters and in order to produce good content, we need to know and understand what our customers want. We must answer the question of What’s Is In It for Me in order for the customers to keep coming back for more. I agree that in order to keep progressing, the customer must be the focal point of everything.

  15. Elizabeth White says:

    I really enjoyed reading this blog post because I think it is so important for “media folks” to get back to the basics and remember that it is our readers/customers who matter. We can beat the topic of “Is print dead?” or “Is technology killing newspapers” to death, but that won’t solve any of our problems. The root of the entire issue is that we must return to valuing our customers and giving them what they want. I think that message is eloquently yet succinctly summed up in this blog post.

  16. Molly Rhoades says:

    Falling in love with your customers whether it is the receiving customer or the sending customer is a key foundation to maintain a healthy business relationship. The customers are what keep the business and the technology going so if you are not totally 100% committed to your customer then you can’t expect them to be there for you when you need them. The technology world is making it easier and easier to be away from your customer and still get things done however, the customer then doesn’t see what they mean to you therefore they feel as if you don’t need them and take a step back from their job as the customer and you lose your work. The customer is always key it is true “what is in it for me” is the best expression out there for a customer because that is exactly what they are therefore. The customers like knowing they are needed and are getting something in return.So with saying that make sure you always fall in love with your customers.

  17. Kristen Peters says:

    Falling in love with our machines and technology should not be practiced, and I agree that we should love our customers over these machines. The machines do not shape the future of our business, but rather the customers. The customers are the ones who invest in the products we as journalists create and the machines they use to view and receive our products. Therefore, our business would not be in existence if the customers did not invest in our products. It is not the technology nor the machines that make our business profitable, but rather the happiness of the customer who views our products.

  18. Taylor Kamnetz says:

    No matter the industry you work in, the customer should always be the primary focus. You can innovate a product a million times and still not be able to sell it if it does not come with what the customer wants. the needs and desires of the customer is what the primary focus should be, always. when you’re in love with anything, you understand it inside and out, upside down or right side up. So, if you’re a seller, it is very important to understand the community you will be selling to. To be on a level playing field with them, to give them just what they want. When this relationship is created, both the customer and the producer can be happy.

  19. Lisa Bennett says:

    I completely agree that the main goal is falling in love with the customers. As stated, “Know them inside out. Start by defining your customers”. Media today is more focused only on what they can gain from the customer and not focused on building a relationship with the customer. Without any connections, the sender will not be successful at getting what ever it is across to the receivers so that proper feedback can show what needs to be done to keep the customer in love. At the end of the day, it is all about what the customer wants, and What Is In It For Me.

  20. Kate A. Green says:

    Customers should always be the first priority, because without the customer you have nothing, obviously. They are the whole reason stores, company, hotels, and restaurants exist is for customers. For media you do it all for your audience. The technology should be a reflection of the customers. If you just fall in love with the technology then thats missing the whole point of the customers “what is in it for me”. Businesses and whatever type industries are nothing without customers because they would not get the money, recognition or whatever they are looking for without them. Falling in love with customers is what is needed in any situation.

  21. David Collier says:

    This a very logical point. I can see how people would think that technology is all that matters. However, the fact of the matter is that technology is extremely important in journalism today, but it is not the only thing. It is essential to know your customer inside and out if you want them to be loyal. For instance, think of any successful business in the world today. Do you think they put new products on the market that they do not know their customers need and want? Of course not. When you pick up a newspaper and read an article, do you have a certain desire of what you want to read? If the article does not fulfill that need, will you keep reading articles by the same author? The answer is simple, no. People only want something that like. That is why it is so essential for journalists in today’s society to understand this concept. There are so many people out there writing stories on all different kinds of mediums, but if you give the customer what they want, they will come back regardless of the medium.

  22. Morgan White says:

    I could not agree more with the article stating that our main goal is to fall in love with the customers. The society that we are living in today is so obsessed with our technology and the newest feature that is out but yet we are truly never satisfied. We are always wanting the next biggest thing. I feel that we need to start paying more attention to the customer instead of the machine and see what a difference that could bring.

  23. Brady Ondra says:

    I definitely agree that it is important to fall in love with the customer instead of the technology because at the end of the day the customer is who drives the technology that is moving forward. Without holding the customer to a higher standard it would be impossible for any company to succeed. The customer is the most important piece to any business model.

  24. Kayla Peeler says:

    Falling in love with the customer and not the machine is not only best for the buyer, but also the one selling it. In fact, it’s pretty much essential. If companies were to fall in love with the product they created, then when the coolest new item came out and they had to come up with something cooler, it would be like some kind of technology love affair. And that’s just a whole lot of drama. Loving the customer makes the transition from item to item a much happier process.

  25. Hattie Wheeler says:

    I think that it would be better for everyone to fall in the love with the customer and not the buyer. Although, it is better to fall in the love with the customer, the goal is to get the buyer to fall in love with the product. Whether we like it or not, the love of technology is growing and buyers are falling in love with a product either right after they buy it or the ad makes them fall in love with it. Either way, we all know it is better to love the customer than the product but that is not always the case.

  26. Paige Dominick says:

    I totally agree with this article about falling in love with the customer. I feel that the customer should be the most important thing when it comes to new technology. The customer is the one that needs to enjoy it enough to buy it and spread the word to others. Apple has defintley gone above and beyond with connecting with the customer. They strive to make sure the customer is always pleased.

  27. Mara Joffe says:

    I believe falling in love with the customer is an admirable goal and that several companies masquerade as if they strive to achieve said goal. I’m more inclined to believe that in today’s society, companies are more focused on making the customer fall in love with them than visa versa.

  28. Corianna Newsom says:

    I think falling in love with the customer is the way it should be. The customer is the only way technology can move forward and keep advancing, but without talking to the customers this can not be possible. We need technology but also need ink as well.

  29. Heather Applewhite says:

    We are not only having a love affair with technology, we’re letting it take over the world. Why sit down and read the newspaper when you can get the same news emailed to you? The answer: to enjoy life. Technology is great but it’s not the best for us. Yes, what the customer wants is very important which is an easier, faster way to be in the loop; but sometimes, I think, the customer is too busy to know what they want. I know I am. I don’t realize how great the magazines and newspapers are until my wifi doesn’t work or my device dies. A newspaper or magazine can’t die. People today rely way too much on things like facebook or twitter to get through their day. It hurts so bad when your ex-significant other changes their relationship status from “in a relationship” to “single.” Why do we care so much? Why would we even plaster our business all over the internet? It’s because we’ve let technology consume our lives. Pretty soon no one will be capable of communicating face to face. They’d rather text or email or google or video chat, etc. So yes, “falling in love” with what our customers want is a great, but what if all our customers eventually want everything to be handed to them on a digital screen? That’s not what I want to be a part of.

  30. Steff Thomas says:

    I agree absolutely 100% with every word written in this blog. Our reliance on technology in today’s world is taking a turn for the worst. You cannot even walk around campus without seeing someone talking on their cell phones. Most of the time to people who go to the same school. And for what? To save time? To avoid going out of our way to find that person? Even I am guilty of this fact, and I am not going to try to hide it. In a world where nothing lasts forever, you have to find something to hold on to. Something that won’t let you down. I can’t even remember when it went from “someone” to “something.” We are indeed having a love affair with all the technological devices that take away from certain aspects of living and learning. It shouldn’t matter what the medium is, as long as the customer is satisfied. And isnt that what journalism is all about, satisfying the customers so they come back for more?

  31. Ebony Robinson says:

    I believe that falling in love with our customer is the most important part regardless of the technology. It is important that we sell our customers simply the best. but I do believe that technology is the best way to get their attention

  32. Candice Stanford says:

    I really agree with this article and enjoyed reading every word. The company should always be in love with their customers rather than the machine. I think it is very important to develop a connection and have a certain bond with customers. It really should make a difference personally to the company and the customer. The company has to come up with great ideas and go beyond the customers imaginations to keep them interested and focused. I know these things can be very hard to do but if they stay determined to reach these goals then it is definitely possible.

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  34. Leah Tracy says:

    The number one goal in any type of business in to create a lasting bond with the costumer. I believe that in todays bussiness world, with technology taking over the past human interaction between sales man and costumer has decreased. In saying that it have truly become about the object that it being sold. I think it is important to have that relationship between the seller and the buyer. In a world of technology isloation is it important not to forget to not not fall in love with the actual technology its self but the people and joy it brings us. We do not go on facebook because we think it is a new technology, we use it so we can keep in touch with friends and loved ones. I think this blog was a perfect piece of writing to remind people as valentines day is approaching , to remember love the people around you and not the stuff that surrounds you!

  35. Ryla Lind says:

    Falling in love with the customers should be the main goal. If the media cannot make the customers happy, they will not be interested. The customers are sometimes hard to please, but they should be the number one priority instead of machines. If the media focuses mainly on machines, they will lose sight of the customers. Technology is constantly changing. Instead of falling in love with the technology, the media should put their focus on the customers. With technology we constantly have to keep up. While doing that, some customers might lose interest and find another source that they can rely on. Keeping the customers satisfied is the main thing.

  36. Julie Lawson says:

    I agree that the customer is the message. Regardless of the medium, people will want to read if they can find something that is in it for themselves. I believe that the importance should not be placed on how the information is received, rather the content of the information put out there. In society today, people are not completely consistent on their choice of medium, because there are so many options. By putting the focus on the content, all of the bases can be covered.

  37. Cameron Cook says:

    Technology is definitely changing faster then ever. And getting information out to others is very important, especially now that there are so many different ways to do so. We should fall in love with customers. This is because what we are trying to send to the customers is very important. However, many more people are becoming addicted to a computer screen or something like the such. This is a good example how our world is changing in the media world. This is why we should fall in love with our customers.

  38. Natasha Wilbourn says:

    My opinions toward the article are somewhat neutral. I totally agree that you should love your customers and show them that you appreciate their business. However, I feel that the love should go hand-in-hand, meaning that a business without excellent, updated technology is not a recipe for a happy customer. Today technology makes the world run more smoothly, including businesses and the media. In conclusion, I feel that the mass media should reflect their interest equally towards their technology and customers.

  39. Katie Ireland says:

    Falling in love with the customer is a valid and opportune approach to looking at the way the media ought to relate to the consumer. This is an important goal for those about to pursue a job in the media. A deeper question, however, is how does one go about falling in love with the customer? What are the first steps to figuring out how best to do this? Falling in love with the customer is a high and lofty goal, but one worth attaining.

  40. Joliasa Miller says:

    Falling in love with the customers is the key factor in media. Technology is not the giving media their paychecks. The consumers are giving the money to keep the media alive. Instead of trying to keep up with the newest and latest tech coming out, why not get into the consumers head for what they want. I wonder the reason why media is going all tech and print versions are dying. Why cause the media is trying to get customers with tech not with things that interest them.

  41. Abe Dean says:

    Fundamentally I always have thought the customer was the main focal point of not just retail but especially advertisement.Id like to follow up on what some of my classmates have said and emphasize on the lack of personal interaction that is crucial for reaching the goal of “falling in love with the customer”. I think the initial idea of falling in love with customer is a great concept but in this day an age more difficult than ever, although not improbable.The biggest issue is just how to go about doing so and I feel on a certain level is directly our job to make this connection and bridge between the audience and our message we are trying to convey.

  42. Adriana Mercier says:

    I think that the customer is the most important part to any sell, not just technology. If the customer’s are happy the business is happy. I like this article because for once it shows that people care for other people and their satisfaction. Apple is a good example of trying to satisfy their customers. They try to make the internet and computers to work as fast as possible. Because they know, that there are very few people in the world that hold the patience characteristic. I think all people would be alot happier and more willing to spend their money if they knew that companies just want the best for the customers.

  43. asha Chatlani says:

    This blog is 100% correct. I remember when I was 14 and I got a cell phone, and I thought I was cool, and I see six years old with phones now! Young adults have become dependent on technology and its becoming a obession that so people I know can be on facebook for hours at a time. We need all these machines to do things for us that we could do are self. Why do we need an Iphone and an Ipod and an Ipad. why is it so hard to just read a book. In retail sales I feel like they are trying to please the customer but a machine can make life to easy for us and unpersonal.

  44. Catherine Rodgers says:

    I agree with Dr. Husni in that the customer is the message. When a person buys a magazine, they ask the question what’s in it for me or how can this help me? For example, maybe they look for the newest diet, or new clothes trends, or sports news. If the media industry focused more on what the customer wants to read instead of the machines used to deliver it to them, I believe we wouldn’t see so much debate over these technologies. In the end, a more personal relationship between the sender and the receiver will create a better industry.

  45. Katherine Lence says:

    I’m slightly confused. If we should fall in love with the customers and from what I gather we are here for them, then why are we asking ourselves what is in it for us? That seems like a double standard. “I’m here for my customers but only if I get something out of it too”?????? Like a plastic surgeon saying he went into that feild to help better a person’s self confidence but why shouldn’t he buy the astin martin as a personal pat-on-the-back…..you should do the right thing, something good, or something selfless, because its right, not for yourselfs or the great feeling you get from doing it. Dont confuse my word tho: If doing the right thing makes you proud, then okay, but doing it for that sole purpose is the worng reason to do it.

  46. Briana Dubaz says:

    A love affair with the customer is a neccessity that many companies are missing out on. Companies like Apple seem to value the relationship, but other companies should definately jump on the bandwagon. I agree with the article in the fact that media MUST take favor of the customer before the machine. This, is the only way business will prosper.

  47. Paris Crawford says:

    Falling in love with the customers should be the main priority of every company wanting to sell their products. Companies should give customers what they want and need; All of their needs should come first.

  48. Emily Davis says:

    I think the analogy of “falling in love” with technology is not the best way to market. If customers fall in love with technology they will soon be disappointed. That is why technology is always changing, always evolving. Customers are always changing, always growing smarter, more savy, and more skeptical. Falling in love with either is a mentality that will sink your ship to the bottom of the market. A better approach would be to fall in love with engineering. If companies fall in love with improving their product then customers will fall in love with them, increasing economic activity and the quality of life.

  49. William Bumpas says:

    Can the attempt to create a better consumer experience actually detract from the quality of the message, if taken too far? It seems that with news media becoming increasingly tailor-made for very specific niche audiences, there is a risk of the news as a whole becoming trivialized. Hollywood celebrities take front page, while important national and global events often go relatively unnoticed. Is the difference between “journalism” and “entertainment” one worth stressing? Certainly there is some overlap, but in this emerging world of consumer-oriented media, where is the place for old-fashioned hard news?

  50. Jeremy Dillard says:

    Falling in love with the customer is the only possible opiton if you want to be successful. If we fall in love with machine and technology sell would fall tremendously because without the customers there would be no sell. Whatever the customer ask for should be the main priority at all time and Apple has done well at steady creating devices that interest the customers. Technology is the future ,but it is nothing without its value customers.

  51. Paige Steward says:

    I agree. Once companies realize that its the customer that matters most, they will then become successful. Sometimes the devices shouldn’t be the priority. Get to know the customer and what they really want instead. The motto, “the customer is always right” should be used not only in Marketing and Retail but in Media as well.

  52. Marcus Bell says:

    Falling in love with the customer rather then technology is a great point. People today strive off the next big product and companies use that fact to there advantage. The advancement of technology and media has eliminated the need for a personal touch when advertising a new product. This has left the relationship between company and customer torn.

  53. Antonio Gillispie says:

    Falling in love with the customer is important because that will promote the best relationship possible. I think that we should always make the customers feel like they connect with us more than anything else.

  54. Jake Stoj says:

    I believe that falling in love with the customer should be the main priority of any company! Without the customer there is no company. Companies can make whatever products and technological advances that they want but without the customer, thats all that they shall be, products.

  55. Jade Amerson says:

    Falling in love with technology only adds more support to the theory that humans are in a stage of isolated connectivity. For journalists, it is more important to fall in love with the customer and develop a relationship with the readers. Through this relationship, the journalist can cater to the needs, wants, and interests of the reader, which in turn strengthens this relationship. As a result, the reader will become obliged with the information because the individual can point out “what is in it for me?”

  56. Jelan Kendrick says:

    I believe that making the illusion that your falling in love with your customer is the very important. We as a people enjoy the connection we have with others and spend more money on things that seem to love us as much as we love it. The most important thing you can do in Journalism to me is develope a attraction that grasps readers and then you can relate more on a personal basis and give the readers what they desire and want to read.

  57. Ben Tedford says:

    Technology is definitely moving too fast for me to keep up with. I just used an ipad for the first time last week and was blown away. However, I feel if more focus was paid to reaching the customer than to making leaps with technology then maybe I would be more up to date. The falling in love with the customer concept is one that would benefit all parties involved. The sending customers would spread the message and in turn get the receiving customer’s “love” and trust and the receiving customer would be up to date and well informed as well as feel the sending customer is actually trying to get the customer’s heart and best interest instead of what’s in their wallet.

  58. Alexa Bode says:

    I completely agree that the media needs to cater to the customer. Ultimately, the customers are the ones that decide whether media outlets thrive or suffer, because they buy the newspapers and magazines they most enjoy, and watch news channels that cater to them. By understanding exactly what the customer wants, media outlets have the opportunity to gain popularity and improve upon their fan base.

  59. Samantha Stack says:

    As a customer I want a relationship with the business. I want a business or brand that I believe in. A brand should sell products that makes the customer want to buy from them again and again. For any of this to happen you need to “fall in love”, the customer with the brand and the product it is putting out and the business with its customer. You have to see whats in it for you and want what you are being offered.

  60. Ann-Hayden Rogers says:

    I strongly agree that a business should “fall in love with the customer”. Without customers, who will buuy the product? Some companies focus soley on the product and promoting it, but don’t really think about focusing on the customers. Or by that fact, the customers’ need. I feel like that is why magazine are successful because they base their whole magazine to a targeted audience. If you don’t like that one magazine you find one you do like. But they are all about what YOU want to hear/see. Then, you have some other types of businesses that could be a little stronger in this “be in love with the customer”. For example, cell phone companies. They want you to buy their plans, pay your bill, and have an awesome smart phone. But when it messes up, or you call customer service for help, they can’t help you. I don’t know how many times with AT&T they have told me I have to buy a new phone all together, they couldn’t help me… etc. Seems to me if they helped their customers a little more they wouldn’t be losing their business to cellsouth,verison,etc. Either way, the article is extremely true. Customers need to be focused on more.

  61. Mary Catherine Ford says:

    I totally agree with the statement business should “fall in love the customer”. They are after all the people keeping the business’s going. Once business figure out what customers want and like they have them hooked for life, no matter what kind of technology. They should be concerned about the product not the lastest thing in technology.

  62. Rebekah Hancock says:

    Customers should always come first. Without customers… how would one ever have a business? That should be where the love affair begins. And from that point on, the business should produce products that keep the customer coming back for more. Because if the business does not provide adequate “love” why would the customer come back? Or even stay for that matter?

  63. William Crosby says:

    I agree that the primary goal should be to romance the customer. But, I think that is the goal of most companies. All advancements in technology make life easier for the people that buy them. Everyone loves their laptops and ipods and cell phones. We love them so much that we don’t know how to live without them. Companies should just make a product customers love, and that has been what is going on in the world lately.

  64. Spencer Smith says:

    Loving technology? Professor Husni is right, it’s not about the medium, the technology, it’s about the customer, the reader, the one looking for what’s out there. We’ve been told that ‘The Medium is the Message’, therefore we believe it. But, what about connecting with the ones who are the customers, or the readers. It’s not the technology that is the focal point. The people are the message, and without a love between reader and informant, there cannot be a bridge from ‘yesterday to tomorrow’. If we continue to believe that the technology is what’s important, then eventually we’ll lose.

  65. Kelly Scott says:

    The customer in any situation should always be number one. It is amazing to me that as a culture we have let this concept slip. Even though it is great that society is quickly making monumental steps in technology, it is not the most important issue at hand. No matter how advance we get as a society the customer should always be the primary concern. It is crucial that we switch our focus from the medium to falling in love with the customer and giving them the best experience possible.

  66. Kevin Williams says:

    To say that we need to end the love affair with technology is a very broad and generalized statement, and in a broad and general sense i understand what you are saying here. However, what if instead of a love affair we opted for a marriage instead, committing to provide folks with top notch technology and a superior media experience?

  67. Valone Gordon says:

    Falling in love with the person is very important because you get to know the person and not the technology. Even though technology continues to grow, it is still good to know the people around you.

  68. Sydnee Stafford says:

    I completely agree that companies need to fall in love with their customers. Not only are the customers, but they also have a great affect of if the business or product succeeds. The customer should be any companies primary focus, because if the customer it’s happy then no one is. As a customer I want a good relationship with the company I am doing business with. If I feel like they don’t care whether I buy their product or not, then I don’t care to do business with them. It is so very important for a company to draw their customers in and establish lasting relationships with them and that is one major aspect that technology has taken away from us.

  69. Betsy Baird says:

    I completely agree with the article Falling in Love (with our customers). Because what is technology without those who purchase and use it? At the end of the day, you do not want to hang out with a machine you like to play on you want to hang out with the people you care about. The article makes me step back and see what technology is doing to relationships. Its very though provoking..

  70. Jennifer Nassar says:

    I completely agree that we should stop giving the technology so much love and attention and start showing love for the customers. Without them, there would be no use for technology. While I believe we should put in effort for both, we should probably focus more towards pleasing our customers rather than improving technology.

  71. Houston Buckley says:

    What does a company have going for it without its customer service? Without the “falling in love with your customer” aspect, a company would be just that, a company. Most of us know that if we buy an iphone, a new one will come out next spring, but what if we lived in a world where we didn’t feel as if we had to keep up with technology? Where what we have now would do just fine? I have a plain as day iphone 3G, and despite how slow it is, I can call and text just fine. Thats all we need, I don’t need to get an update so my email will get here faster, I don’t need all these goofy apps to tell me the stocks that I don’t own are going up. Technology is technology, and if we went a few weeks without it we would realize that our dependance on it has become a little bit to severe.

  72. Jolie Robinson says:

    I completely agree that a company’s purpose is to fall in love with the customers. Without the customer’s there would be no reason for the company. It’s important to know customer’s inside out. A company’s main goal should be to please the customers, they should work hard to create products that they know their customers will love. If the company loves the customer, the feeling will be reciprocated. I know that if I am pleased by a company time and time again, I begin to love the company which also makes me spend more money on that particular company’s products. Knowing the customer is extremely vital. For example, when inventing a new cell phone, know what the majority of people want in a cell phone. Know whether or not they want speaker phone, internet, smaller, fancier, whatever. When a customer feels connected to it makes them feel like the company’s product was made especially for them.

  73. Shelby Reding says:

    Obviously advertisement is required when selling a product but to make the advertisement convincing, you have to “romance” the customer. The customer is where the compensation comes in, and the providers of the product are looking for a way to make their customers fall in love with whatever it might be that they’re selling. A connection personal or even just a small thing the customer could relate to, can out beat any type of bland advertisement that just shows important details about it. It’s common for someone to question a product before actually buying it. They ask questions such as “Why should I buy this?” “Is it worth the money?” and the most important “Can I live without it?” which in a nutshell is the question “What is in it for me?”. But when you break it down into those three questions, it obvious that there would be many different answers among the many different customers. That’s why “falling in love” with your customers would benefit you, because you would know exactly how they would answer; before they would answer the questions themselves.

  74. Rachael Clark says:

    The customer should always come first in anything. Working in any industry the first thing that you are usually taught is “the customer is always right.” Therefore, I think that we should always pay attention to what the customer wants and what the customer asks for and give them what they want, or they will take their business elsewhere. I also enjoyed how this article compared this to a relationship, I enjoy creative comparisons.

  75. Cliff Kinney says:

    I agree completely that the customer should be put ahead of technology and its ever changing variety of mediums for one simple reason. Without satisfied users there is no point for the technology. If users aren’t happy with the technology then they will find some other way to accomplish their task. Build the technology around what customers want/need rather than attempting to build the customers around what new, cool, usually pointless, trick the technology can perform.

  76. Derickson Flinn says:

    I think romancing the customer is just another way of saying “the business can not survive without the customer”. Change in the world reflects the change in customers, and so how business needs to adapt to this change. This is common in a lot of industries and services. If a news source ignores this fact, then they are commercial suicide.

  77. Megan Fahrmeier says:

    I completely agree with this article. We definitely need to fall in love with the customers and not the machines. We need to think about the customer more because essentially, we cannot survive without the customer.

  78. Nori Moore says:

    Since the customer should be the main priority, companies shoud fall in love with them. Companies should be willing to give customers what they want and need. The customer should always come first.

  79. Jamison Roane says:

    I believe that society has Attention Deficit Disorder with a side of OCD! We tend to loose focus on what we are advertising and who our target audiences are. We are so stubborn and obssessive that sometimes we loose customers because of our unwillingness to change. We have to be willing to change and stay focused if we want to engange our intended audience. The medium it is delivered through is not necessarily as important as who it is delivered to. I agree that we are the bridge and change should be forthcomming because it is definetly inevitable.

  80. Daniel Forman says:

    Falling in love technology is a serious problem. The reason it is serious problem because it would cause the customer to fall in love with the source and the media. Once the customer is in love with said media/source, the thinking process of the customer could become skewed. With a skewed way a thinking, the customer would eventually rub off onto another customer. Absolutely nothing in this world should change the way you think. Customer’s should have their own beliefs.

  81. Chris Cruthird says:

    Personnally I would like to know more about “The Medium is the Message”. I can roughly sketch out in my own head what that may mean, that the nature of the message you send out is determined by the medium you are operating in, but I’m unsure. If we assume the previous to be true, or at least close to true, the shift to “The Customer is the Message” is logical. Previously forms of media were limited, strictly delineated (not much crossover), and less prevelant. Therefore the nature of the medium used for your message would significantly shape the sort of message you were able to send.

    Modern technology and the simple simultaneous explosion of new media alongside the diversification of older media now allows for messages to be far more tailored to the intended audience then ever before. The logical conclusion, if all of the above is true, is that media should be becoming significantly more effective while simultaneously becoming significantly less recognizable to an older generation.

  82. Tiquilla McDowell says:

    The title Falling in Love (with our customers should be true). Its important to fall in love with the customer because they are the one who buys the merchandise. A lot of people today are falling in love with the new technology devices, and are not focusing on the customers anymore.

  83. Alex Nichols says:

    I find that the “Customer is the Message” is a very beneficial phrase to follow when trying to appeal to readers, listeners, and viewers. The most important aspect of journalism is keeping a good relationship with the audience, by, both, informing them and keeping them coming back. If the focus is on the technology, then the focus towards the customer diminishes. “Falling in love with your customer” is the perfect idea in order to acquire the mindset to get this relationship-strengthening task rolling.

  84. Heather Cray says:

    I agree like most, that you do need to fall in love with your customer. For a second I was thinking that when it comes to news and media, to just give updates of what is going on and who cares what the customers want to hear, it is real life and it needs to be reported. But if we didn’t have the customers then we wouldn’t have the media or technology.

  85. Erin Duff says:

    I agree with the concept of falling in love with the customer. In today’s society, everything is driven by the desire to make as much money as quickly as possible. As a result of our money-based emphasis, the customers themselves are easily overlooked and not the main focus. And more importantly, because of that, the experience itself that leaves the customer satisfied is largely lost. While it is true that technology does make our lives much easier and is something that is now necessary, it shouldn’t become too important where the customer and the basic experience are overlooked in order to make a few more bucks.

  86. Meghan Jackson says:

    hmmm…falling in love with the customer? That’s only to a certain extent. Our society today is based on desire. It is up to companies to realize that people persuade people they are simply an influence. It is very important to build a relationship with the customer because it leads to brand loyalty. By creating a brand loyalty the cycle continues as far as the merchandise being bought.

  87. caroline hall says:

    This article brings up such a great point. However, building a relationship with a customer is trick. I feel business relationships need to only go to a certain extent and companies need to make sure they don’t blur the lines. Businesses need to maintain healthy relationships. People are tricky and relationships can go sour.

  88. Courtney Smith says:

    I agree with the phrase, “Falling in Love With the Customer”, to a certain extent. Many customers show great attitudes and appreciation to business in which they deal with, then again there are some that don’t appreciate the business and it’s assets. But, i think that the business should cater more to the customer because they need them to keep their businesses up and running, but likewise the customer needs the business as well.

  89. Hill Ray says:

    Technology today is growing rapidly, so the costumer is always getting a great deal. What is in it for me? Journalist are thrilled over this technology. Its easier, its more efficient, its everything you need on one or two simple devices. Like cell phones today; taking pictures, internet, messaging, scheduling. Pretty much you name it and you can do it on your cellular device. Its benefiting the user and the seller. The only thing is other companies are not needed any more because it’s all on one device.

  90. Charla Sullivan says:

    I think that techonolgy is way over rated. Yeah it haelps us but it takes us away from the things that really matter. Focusing on the customers is the first thing a writer or journalists should do. If you’re not thinking about the customer then nothing really matters. The customer is the person that is going to look for things/articles or magazines that interest them and could benefit them in their life at the moment. They are not going to buy something that is not interesting or eye catching to them. Falling in love with what the customer needs is the best way to keep them coming back for more.

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