Relationships, stories and delight

According to specialist Seth Godin, “people don't buy goods and services, they buy relationships, stories and enchantment” and, thus, the transformation that these products generate in their lives. Based on this premise, how to achieve this differential?

In his book Isso é Marketing, the author states that good professionals should solve clients' problems using empathy and generosity, without making a fuss and without making people feel deceived. He teaches that professionals really need to care about people, a recommendation that, in fact, should prevail in all social relationships: one subject cares for another. How to do this if we know how complex relationships between individuals are and how much conflict can arise in the coexistence between generations?

Today, we live – inside and outside work – with generations born in very different contexts: the Baby Boomers, X, Y, Z and Alpha generations. Thanks to the intense speed with which changes occur, the interval comprising each generation has decreased significantly and their characteristics – in everyday life – reveal themselves to be conflicting. In the corporate world, necessarily dictated by rules, these conflicts call for the adoption of measures that serve everyone, even though each generation is aware of being constituted by circumstances inherent to the social, political, economic, environmental, cultural and technological context of their times.

Economically speaking, people of all ages are the focus of attention of brands that, seeking good performance and personalized service, try to decipher their consumption behavior and develop strategies to delight them. The transparency of corporate policies and social impact positions gain strength among younger consumers who, in addition to quality, expect the offer of inclusion, security and equal opportunities. Positionings based on ESG issues, for example, improve reputations, streamline strategies, strengthen customer relationships and make a brand's legacy in the world a major competitive advantage. At the other end, in addition to increasingly diverse and demanding customers, companies have representatives of these same generations on their staff, expressing their opinions, their work models, their particular needs and priorities. This means that, in addition to conquering and delighting customers, companies need to guarantee, internally, a harmonious, productive and healthy coexistence. If people are a company's main asset, it needs to adapt to the way each employee best works and produces. It is essential, therefore, to get to know the employees, encourage interaction and dialogue between them, create situations that lead them to share knowledge and skills. The sooner everyone realizes that they can learn from their peers, regardless of age, the more stereotypes will be broken. Feeling personally valued, employees will realize which shortcuts they can use to charm their customers, in a constant exercise of reciprocity, because, when it comes to human beings – employees or customers –, the ingredients of good coexistence are basically the same: acceptance, interaction , integration and mutual respect. The big challenge is knowing how to manage the contrasting realities without imposing right or wrong, but highlighting the multiple ways of understanding and being in the world.

Sphere brings this question of enchantment to its DNA and, therefore, seeks quality certifications and professional training, maintaining a line of investments in this sense. Even though it is difficult to equalize employee profiles and take advantage of the best that each generation brings in themselves, in their different ways of thinking and acting, it is important that everyone is engaged in the two main pillars of the company: employees and customers. The first, because it is impossible to demand quality performance without the counterpart of quality in everything the company offers in terms of benefits, wages, environment and respect. Customers, for being the reason for the company's existence and perpetuity. The fact that this is a complex equation does not undermine the company's purpose of making and delivering the best. Therefore, what is expected is that the demands for excellence and the importance given to employees are always reflected in the service provided to customers and in the good relationships and stories built with them.

https://santandernegocioseempresas.com.br/conhecimento/empreendedorismo/como-lidar-com-geracoes-diferentes-no-ambiente-de-trabalho-/
https://aspectum.com.br/blog/geracoes-no-mercado-de-trabalho
https://www.hostmidia.com.br/blog/geracoes/