The product is often not what we sell

In the UK The National Trust is not promoting its product: the historic buildings, gardens or beautiful coastlines that it manages. Instead they promote the resulting value: a great family day out. The product is the enabler that delivers the desirable customer experience. It is worth remembering that often customers do not value the product, they value what the product can do.

“It is not what we do; it is what we do for you”.

So in communication we must make sure we work hard to promote the value before we promote the product.

The National Trust reminds us that the customer creates the value and our products are only there to deliver it. The product is behind them. This is what we mean by ‘customer first’.

If you need help putting your customer first then get in touch at