May 25, 2016
Customers feel love and nurturing slip through their hands from brands once they sign on the bottom line. But people expect more. Retailers are now beginning to see the need to create experiences that go beyond what they sell.
This article talks about creating customer experiences around four moments of truth – when a customer decides whether to buy a product, when a customer uses the product for the first time, the zero moment of truth and the mobile moment of truth – in order to motivate customers to buy. And that getting someone to make a purchase isn’t enough anymore. People not only want customized and helpful experiences after they become customers, they want experiences that deliver value.
Just like retailers, all brands have to consider the experiences they’re creating across the entire customer journey, how they define and create value and how they align teams throughout the company to deliver them.
CarlaJohnson helps marketers unlock, nurture and strengthen their storytelling muscle so they can create delightful experiences for audiences. She works as a trusted advisor at the highest level of blue-chip brands to establish open conversations and instill creative confidence that develops highly prized teams and stellar business results. Her book with Robert Rose – Experiences: The 7th Era of Marketing – is available on Amazon. Dig deeper at Type A Communications