How can you have great conversations with your users if you don't listen to their voices! It is important to have a systematic method for monitoring and collecting customer feedback on customer needs, expectations, understandings, and product improvement. This is what we call Voice of the Customer (VoC). A good Marketing Strategy is a strategy where you collect customer feedback everywhere your customers are.
Providing an orchestrated experience with brilliant basics and an omni-channel approach is already a great achievement. Next step is to transform some moments into Moments of Truth (also referred to as wow or magic moments). These moments will create some magic for your customers (something that will positively impact them, they will remind it and share it) and ultimately delight them. So do you have sparks in your customer journey?
At each moment, your customer can use different channels (physical or digital). As the number of channels that can be used for transacting with a brand is growing, you should have an answer for all potential channels and orchestrate these channels: this is what we usually call an omni-channel strategy. Not having clearly defined your channel strategy will be a brake to your goals.
As a Brand, you need to formulate a clear and articulated answer at each moment. These answers should reflect customer identity, satisfy the objectives and meet expectations. We usually say that your Brand is the experience you offer to your customers. You should have brilliant answers to every single customer need at each moment: these are your brilliant basics!
Moments are the different steps a user is going through when he is trying to solve his Job To Be Done. You can use Mental Models for identifying all key moments a user is going through and try to formulate the best brand experience possible. You can also use the See-Think-Do-Care model for helping you when you define these moments. Do you understand your activity through your customer’s eyes?
Proving the claims of your Value Proposition is what turns your marketing conversation from classical blabla to impactful and relevant information for your customers. Inspired by ground-breaking book The Six Principles of Persuasion from Robert Cialdini, you should have a believable collection of the most persuasive reasons people should notice you and take the action you’re asking for.