Attracting and nurturing loyal customers mirrors the work done by missionaries who have sought to attract, convert, and activate disciples through the ages.
Each company manages its customers’ experience differently. Some popular models used by companies are the conversion funnel, CRM, and design thinking-based experience models. In many companies, particularly larger ones, it's common to find a blend of these models.
Customer experience models help organize work and focus employees. But over time, these models can get over-engineered or convoluted by modifications through the natural course of business. As it gets knottier, we recruit more analysts and install more sophisticated metric systems to help us make sense of it.
Let's pause for a minute. And ask: Does our effort and measurement truly tie back to a company's mission? And can it be done in a simpler way?
To answer these questions, we looked outside the business realm for inspiration. We found a solution from an unlikely source. The missionaries who ventured into foreign lands with purpose in mind and with hope in their hearts. Across the ages, missionaries maintained a simple strategy to achieve their mission.
The Union Marketing views the business of managing a client experience in the same way missionaries viewed their work. We boil it down to three phases of a client experience journey, the same three our missionary counterparts employed:
1. Win converts
2. Acclimate and delight new clients into the user experience
3. Foster advocacy through a great service infrastructure
Every aspect of the customer experience journey, irrespective of industry or company, could be assigned to these three phases of our customer experience model. By simplifying the process, we gain better visibility of the critical customer actions to focus on for each phase. It also separates bigger company-level decisions from local ones, and helping gain support from the C-suite to frontline staff.
There are many interesting stories of missionaries who went astray as they went about their mission in new territories. They took on an increasing number of humanitarian activities, stretching their resources. Admittedly, some activities were questionable. Brands, too, can lose focus on what matters as projects expand and measurement gets more detailed. A good sign is when a brand’s activities and its metrics are easy to follow and clearly trace back to its mission.
For help creating, or simplifying, your brand experience, please call us on (484) 238 6585 or email us.
Added insight on a mission:
A mission implies both intent and movement. An intent without movement is just an idea, and a movement without intent is busyness (and is, likely, misdirected). A mission therefore brings action and intent together and when a business has a good mission, it lays a foundation to build a powerful brand experience.
@smunthree | The Union Marketing Group | www.theunionmarketing.com
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