The final installment of a four-part article series on long-term customer experience and customer relationship management, with an emphasis on strategies and tactics to increase engagement among audience types.
This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement. In the second article, we discussed each of the four steps in more detail.
Now that we have an understanding of the long-view customer experience philosophy from an engagement lifecycle perspective, let’s talk more about audiences and expectations. There are four primary expectations that one can have about this type of user experience:
A user’s emotional connection to your brand grows as they progress through the 4 steps
Not all audiences can be expected to reach the end of the process
Each stage in the process takes a considerable amount of effort
How the brand addresses a user’s “filters” determines both short-term and long-term success
Now, let’s go into each in more detail:
1. A user’s emotional connection to your brand grows as they progress through the 4 steps
The explanation here is fairly obvious. As you go from just learning a product’s name, through the purchase process and ultimately to using it on a regular basis, the place that product... Read more