Like many others, this particular client was obsessed with the business goals: ROI, competitive pricing, incremental recurring revenue, engagement, positioning, etc.
All very important.
But they were missing something: the customer’s emotions.
Here’s an example of how to balance both sides:
Strategic criteria:
𝘞𝘩𝘢𝘵 𝘺𝘰𝘶 𝘸𝘢𝘯𝘵 𝘢𝘴 𝘢 𝘤𝘰𝘮𝘱𝘢𝘯𝘺.
→ ROI-focused
→ Results oriented
→ Price competitive
→ Strong value proposition
→ Social and community-oriented
→ Stand-alone brand equity
Emotional criteria:
𝘏𝘰𝘸 𝘺𝘰𝘶 𝘸𝘢𝘯𝘵 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘵𝘰 𝘧𝘦𝘦𝘭.
→ Confident
→ On-trend
→ Inspired
→ Educated
→ Energized
→ Happy
When building your strategic plan, ask yourself:
Beyond the dollars, are we thinking about how we want to make our customers feel?
Retention is Revenue
Churn is now a boardroom problem. If you’re in the
