The National Trust gives us a great reminder that the products you sell are not necessarily what the customer is buying. Here the National Trust is not promoting the stately homes (the product) they promote a great family day out (the value). 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.
SO in communication we must make sure we work hard to promote the value before we promote the product. “It is not what we do; it is what we do for you”.
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’