Some famous slogans have inspiring back stories. The Victoria & Albert Museum (commonly called “the V&A”) in London is a good example.
Sabine first came across the story of the V&A’s slogan in Paul Arden’s book, Whatever You Think, Think The Opposite. It’s such a goof example of deep customer centricity. Here’s a 2-minute video about the campaign, with AMAZING 1980s fashion (link to Youtube).
As Paul Arden writes,
In a museum, the first question is ‘Where is the loo?’ The second is ‘Where is the café?’ A cup of coffee and a slice of cake can be more of a draw than the entire collection of the V&A.
Taking that thought into account, the slogan no longer appears to be so off-beat. Instead, it demonstrates a profound understanding of visitors’ needs and desires, and the courage to be explicit about the V&A meeting them.
In any business, it makes sense to explore customers’ true needs and desires. Find ways to be explicit about them, and build your support accordingly.
The more you accentuate your customers’ needs and how you meet them, the more your support becomes its own marketing channel. At the same time, you’ll empower your customers — they’re no longer ‘consumers’, they become co-creators. They get to shape your products, your services and your business, making you more successful.
Traditional ‘consumer service’ language won’t be able to engage co-creators — you’ll want to be at eye level, sharing expertise like a knowledgeable friend. It’s not always easy to hit the right tone, but it’s worth refining your writing until it connects with your audience.