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.
When we talk about the long-view customer experience model, we are referring to a customer “pathway” that has the following steps:
The first stage and foundation of your customer’s experience with your brand , the goal of awareness is not a monetary one. The goal of this stage is to increase name and product recognition in the eyes of your target audiences.
At this point, we are not concerned about sales in the short term but instead with saturation on the channels your audience uses and ultimately name recognition, along with being top of mind with consumers.
Its Evolving Role
In traditional advertising, “awareness” was many times enough to drive product sales. With less variety and therefore less need for focus on niche marketing and audiences, in the Mad Men era of advertising it was often enough to have good television and radio advertising coverage in order to drive sales.
As we as a society have adopted... Read more