- Customers do not buy in channels
- We live in a recommendation society
- What are actually touchpoints
- AIDA is from pre-yesterday
- Brandstalking really does not want anyone
- Buying Cycle and Sales Funnel are out
- Top books on the subject
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Customers do not buy in channels
The Problem is: Many providers are still dealing with advertising channels. They are the external counterpart of internal departmental silos: operating side by side without being networked. And you won't get very far with the classic sales models.
A channel is used to transmit data from a transmitter to a receiver. The suppliers talk, the consumers listen carefully and then buy. But today it is exactly the opposite. Today decide especially your own customers about whether new customers come and buy. Not Advertising, but experience reports are most likely to attract interested parties - and also bring them to action. So you have to develop your customers further until they become recommenders.
We live in a recommendation society
The books on the subject (advertising)
We live in a recommendation society. The power of communication has migrated to the consumers. This was made possible by the mobile web, which puts a digital layer of information over the offline world and the People with the complete Online-Reset connected everywhere and in real time. In this new reality, interested parties will hardly follow the providers' predetermined 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 Bringing about committed recommendations is the new challenge in customer relationship management. The more touchpoints of a provider a Customer used, the more Turnover does this provider 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 Corporate and its employees or its products, services and brands. You are always where the customers meet you: zigzagging between the real and the virtual World, “social” and “mobile” networked. An obsession with customer concerns is a must. Because every provider depends on the goodwill of its customers like never before. Anyone who cuts back on service or dismisses customer-oriented employees to save money in order to be as attractive as possible for the shareholders will probably not achieve the future.
While “bad gains” on Costs of customers are made, “good profits” are made with their help. Healthier Success arises primarily when “great companies enrich the lives of the people who come into contact with them and build relationships that create true loyalty to earn” says loyalty expert Fred Reichheld. And real loyalty also includes recommending. A lot of good things have to happen between the provider and the customer for this to happen. Not only the figures, 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
Discounts for your success (advertising)!
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 made up of the first letters of other words. It stands for the English terms Attention (Attention), Interest, Desire, and Action. Everything that happens after a purchase decision does not exist with this model. It's no wonder that regular customer care and referral marketing then take a back seat in companies.
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.
Poor data security, consumer fraud and corporate scandals are our last straw trust destroyed. We no longer believe the flowery prose in glossy brochures, the siren song of squadrons of salespeople, and the gibberish of Radio Gong. We feel disturbs us, we are bored and are no longer deceived.
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 views the purchasing cycle from the customer's point of view. And it focuses on the increasingly important phases of influence before and after a purchase. In touchpoint management, the customer journey always begins and ends with WOM, i.e. with word of mouth, the increasingly valuable word of mouth. Usual purchase models such as the buying cycle or the Sales Funnels don't 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.
Top books on the subject
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