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Introduction
Among the problems that companies have to face presently, the increasing levels of consumer apathy represent the most challenging concern. According to Ross et al., the extent of apathy among buyers in regard to the promotion campaigns offered by companies has increased, which a reason for serious concerns (511). On a conceptual level, the problem of apathy in buyers can be explained by the absence of a desperate lack of motivation.
Namely, applying the theories of motivation by Alderfer (ERG) and Vroom, as well as the hierarchy of needs by Maslow, one will recognize the need to sustain buyers enthusiasm constantly (Harmeling et al. 312). With the lack of due support, the drop in the levels of engagement and customer loyalty may have a detrimental effect on companies performance and overall market value.
Required Knowledge and Skills Base
In order to manage the problem, one will need to apply a variety of theories of motivation and customer engagement. Namely, the theoretical principles of Maslows Hierarchy of Needs, Herzbergs Two-Factor Theory, and the theory of Customer Engagement Marketing will have to be applied (Harmeling et al. 313). Thus, strategies for managing the issue of consumer apathy will be produced.
Solution Paths: Evaluation
One of the most evident solutions to the problem of consumer apathy is the introduction of the principles of incremental change into the organization. Thus, companies will be able to maintain their brand identity while surprising their customers with new products regularly, which is essential for keeping customer loyalty and enthusiasm. In addition, the inclusion of incremental change will help to keep the target audience updated on the latest products and services.
The adoption of the policy based on the use of disruptive innovations is a slightly more speculative step, yet it will provide a major competitive advantage for a company in any industry. Specifically, with the inclusion of the latest innovative elements into its products and services, a firm will be one step ahead of its competitors in the global market, thus keeping its position in the industry.
However, by far the most important solution is to increase the quality of communication with clients. For this purpose, a larger communication channel will have to be built. Thus, the feedback received from buyers will be processed better, whereas target audiences will be able to communicate with companies more effectively. As a result, the rapport with the target population will be established, preventing customer apathy from emerging.
Process Improvement (Six Sigma)
In order to address the problem of customer apathy, organizations may reconsider the quality of the strategies that they use to increase consumer exposure. Namely, bombarding customers with homogenous messages about products and services daily will not yield any results. In turn, regular updates on the companys offers that provide meaningful information and include the elements of interactivity, thus engaging a customer in the dialogue, are absolutely essential. For example, the specified messages may include a questionnaire, a test, or a link to an article that will be personalized based on the analysis of the target audiences unique needs.
The specified change will involve restructuring the approach used at the organization for communicating with its audience. Using the Six Sigma approach and, specifically, the DMAIC model, a leader will have to make the problem evident to the company members (the Define phase) (Socconini and Reato 30). Afterward, the extent to which it affects the organization will be determined ( Measure ). The measurement process will be followed by the analysis ( Analyze ) and the subsequent introduction of a customer-oriented framework for communication ( Improve ). Finally, a tool for controlling the change ( Control ), primarily, reports on consumer engagement and loyalty, will have to be utilized in order to keep the change in place.
Works Cited
Harmeling, Colleen M., et al. Toward a Theory of Customer Engagement Marketing. Journal of the Academy of Marketing Science, vol. 45, no. 3, 2017, pp. 312-335.
Ross, Spencer M., and Paula Dootson. Do I care? Pathological apathy in the context of sustainable consumption. Academy of Marketing Science Annual Conference. Springer, Cham, 2017, pp. 509-520.
Socconini, Luis, and Carlo Reato. Lean Six Sigma Management System for Leaders. Marge Books, 2019.
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