Why does your business exist, other than to make financial profits?
How is your business making lives better?
If you’re still unclear, ask your best customers what makes your brand special to them.
Don’t just ask repeat buyers, but go for the extreme outliers, and raving fans. Those whose repurchase frequency, order value, and engagement rate are much higher than average.
Step 2: Build Emotional Capital Take charge of
Don’t drop the ball once you’ve captured their interest. Now is the time to maintain long-term attention and encourage loyalty, by building Emotional Capital.
Emotional Capital is accumulated by delivering a series of emotionally impactful experiences.
The following 3 points are not exhaustive, but should cover most of your bases:
Make the value clearly higher
It goes without saying that your product should deliver on its promise. But to make a lasting impression on your customer, you have to exceed the expectation.
The bigger the gap between perceived value and price, the more impactful the experience.
Don’t just use this as an opportunity to get rid of slow inventory by throwing in a cheap item that no one wants.
Sometimes they value something else, maybe an easier shipping experience, or faster customer service, or heck, prettier packaging. Understand what your customer actually wants, and give it to them. Remember, the value is based on their perception.
Rave-worthy brands don’t ask their customers to “get in touch with USPS” when their package is lost. They don’t blame anything on the manufacturer, 3rd party fulfillment center, shipping courier, or the weather.
Whether or not you do it in-house, you must take responsibility for every touchpoint. A simple rule of thumb is this: If it affects your customer’s experience with your phone number library brand, then it is your responsibility.
Take care of your team members’ wellbeing
Here is an interesting observation: How your team feels about work is a good indicator of how customers feel about the brand.
It shouldn’t come as a surprise, but the mental and emotional state of your team members affects your customer experience far more than you realize— even if they are not in direct contact.
Step 3: Strengthen loyalty behaviors and turn them into habits
Even if you have made an impression on a customer, their loyalty behaviors will likely be sporadic and up to chance. To make them more consistent, we need triggers and rewards.
Best practices for the reward:
Make it timely: If there is a time lag between the reward we can do this thanks to our transversal skills and the behavior, no positive emotion is associated with the behavior, and no habit is establis agent email list hed.