Debut author Barseghian offers an analysis of how the globalization of commerce has increased the importance of localized customer satisfaction.
Thanks to advancements in technology, people around the world are more connected than ever, but, according to the author, this hasn’t resulted in a placeless cosmopolitanism, but rather a newfound attachment to local life. Consumers want more than just good products, delivered affordably and conveniently, he says—they want a customized experience that reflects their values and those of their particular communities. As a consequence, he asserts, companies now must adopt a “deep local” approach that markets directly to individuals—an “individual smart” strategy that moves beyond traditional marketing models that focus on large demographic groups. In short, corporations need to combine sensitivity to locality with retail scale, which Barseghian paradoxically calls “mass customization.” In this book, he discusses how artificial intelligence technology now allows marketing experts to predict, with increasing accuracy, the behavior of consumers, as well as collect and precisely analyze their shopping habits. This “sentiment analysis” makes it possible to know how consumers feel about a particular product or brand, he says, making establishing brand loyalty an intentional strategy, rather than a fortuity: “Traditional marketing research uses field studies, focus groups, and surveys, but it’s passive. In the new world of marketing, sentiment analysis takes place in real time.” Barseghian’s analysis of these issues is astute, as he draws from experience; he founded a company, SambaConnects, whose stated mission is to “connect local businesses with larger retail venues.” He divides his analysis among three main targets—the consumer, the corporation, and the technology that connects the two—and this organizational approach gives readers a panoramic view of the issues at hand. His impressive professional expertise is matched by the clarity with which he expresses his theories. Also, the book offers helpfully illustrative case studies and pragmatic counsel. Overall, Barseghian’s principal strength isn’t originality—there’s plenty of literature on this subject matter that’s already available—but his book is the most accessible and synoptic analysis of its kind.
A thorough assessment of an important business trend, coupled with sound, actionable advice.