Customers do not buy in channels
A channel is used to transmit data from a transmitter to a receiver. The providers talk, the consumers listen obediently and then buy. But today it is exactly the opposite. Today it is primarily your own customers who decide whether new customers come and buy. Not advertising, but experience reports are most likely to attract interested parties - and also get them to act. So you have to develop your customers to the point of recommending them.
Because we live in a recommendation society. The power of communication has migrated to the consumer. This was made possible by the mobile web, which superimposes a layer of digital information on the offline world and connects people with all of their online knowledge everywhere and in real time. In this new reality, interested parties will hardly follow the providers' channels. Rather, they control the variety of touchpoints in a self-determined manner.
To admit it and to use old and new touchpoints so virtuosously, that interactions are always desirable for customers willing to buy and causing a committed recommendation is the new challenge in customer relationship management. The more touchpoints of a provider a customer uses, the more sales this provider makes with him. However, the prerequisite is that the fit, the quality and “in the moments of truth” the experiences are right.
What are actually touchpoints
Touchpoints arise everywhere, where a (potential) customer with a Company and their employees or their products, services and brands. You are always where the customers meet you: zigzag between real and virtual world, “social” and “mobile” networked. An obsession for customer concerns is a must. Because every provider depends on the goodwill of its customers like never before. Whoever cuts service or dismisses customer-effective employees in a cost-saving manner in order to be as attractive as possible to the shareholders will probably not reach the future.
While "bad profits" are made at the expense of customers, "good profits" are made with their help. Healthy success arises above all when "great companies enrich the lives of the people they come into contact with and build relationships that deserve genuine loyalty," said loyalty expert Fred Reichheld. And genuine loyalty also includes the recommendation. To do this, a lot of good things must happen between the provider and the customer. Not only the numbers, but also the moral balance must be right. Because unethical behavior will be more expensive than ethical in the future.
AIDA is from pre-yesterday
Silos and the associated canal thinkers are dangerous enough. But it is even more dangerous for those who want to communicate with communication models from the last century into the future. Above all, I call this the AIDA formula, which still haunts the marketing literature - and in some business schools faculties even exam relevant. It goes back to the sales strategist Elmo Lewis, who for the first time described 1898 (!) For the seller markets of that time.
AIDA is an acronym composed of the first letters of other words. It stands for the English terms Attention, Interest, Desire and Action. Everything that happens after a purchase decision does not exist on this model. No wonder then that in the company the regular customer care and the referral marketing fade into the background.
Today, moreover, one knows that an inner desire is necessary to draw attention in a certain direction. Everyone knows this from the city stroll: Only when we feel hungry, suddenly all sorts of food bother us. Or do we think of a flirtation: Who is completely freshly in love is immune to the stimuli of third parties. If advertising is to be relied on, it needs a motive that wants to balance. Otherwise, it becomes ineffective because it is irrelevant from the brain's point of view.
Brandstalking really does not want anyone
Anyone who swears allegiance to old-fashioned recruit AIDA and still believes that attention is in the first place, will first and foremost drum up - and, according to the watering-can principle, want to get everyone and everything wet to see who is happy about it. But against most advertising formats, we are now immune.
Insufficient data security, consumer fraud, and business scandals have destroyed our last rest of confidence. We no longer believe in the flowery prose in high-gloss brochures, the siren song of the sales slangers, and the advertising gossip of Radio Gong. We feel disturbed, we are begun and do not let us deceive.
If only the providers would finally understand: Loud, stupid, lying advertising that attacks us without asking, that ambushes and pursues us, will inevitably flop - because nobody wants to see or hear it anymore. Of course we will continue to love advertising, but only those that show us that they love us. Communication means beguiling people, not disturbing them.
Buying Cycle and Sales Funnel are out
Touchpoint management always looks at the purchase cycle from the customer's point of view. And it focuses on the increasingly important phases of influencing before and after a purchase. The Customer Journey always begins and ends in Touchpoint Management with WOM, Word of Mouth, which is increasingly valuable word of mouth. Usual buying models like the Buying Cycle or the Sales Funnel do not do this.
The classic buying cycle is based on the customer's point of view, but only takes into account the four phases of attention, evaluation, purchase and use. The sales funnel model that is common in sales is even worse. It remains completely in the provider view - and only the phases of acquiring prospects, preparing an offer and closing are relevant. As a regular customer, you watch in disbelief as new customers get all the goodies.
Of course new customers are important, but only if they are not won at the expense of their existing customers. If you want loyal customers, you have to reward customer loyalty. Only really well-advised customers will recommend a provider at the end. This in turn creates the best basis for new, good business. And this is Obendrein very cost-effective to get.
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