How to Tailor your Brand Experience to the Decision Maker – The Woman
The Chief Purchasing Officer
Gender defines the way a message is perceived, from sales and service interactions to marketing, and call center scripting. All of these messages, moments, and service interactions sum up how your customers perceive your overall Brand Experience.
A Tailored Experience For The Decision Maker
So why would you want to take the time to create ways to tailor your Consumer Brand Experience to the female consumer? Women are the Chief Purchasing Officer in their household and the most influential consumer in the world. Women are the economy of the United States — according to inclusionary leadership group women spend or influence 83% of all non-business to business consumer purchases. Not only do they hold the veto vote on the majority of purchasing decisions, they are your number one referral source!
The reality is, most businesses don’t take this customer segment very seriously, and do not have the tools to give their team members to tailor the experience a woman receives when doing business with them. Furthermore, according to author Bridget Brennen, men make up 85% of the executives of the world! This gap between who buys and who designs the Customer Experience is enormous. The Brand Experience is ultimately created by men who are physiologically different from the female who influences almost 30 trillion dollars in consumer spending.
Women crave connection more than their counterpart gender—men. Moreover, if gender defines the way a message is perceived, then we need to get better at connecting with The Chief Purchasing Officer as she holds the most significant influence in all purchases and influencing almost 30 trillion dollars in spending power.
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