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?
The bar has never been lower
What’s the difference between good and great?Do what you say
