Customers who decide to do business with you have already gone through their decision tree. Through conscious deliberation or circumstances they know what they are prepared to spend and they have thought about why they spend it.
What really matters then is how you make them feel when they are your customers.
When each touchpoint becomes one more affirmation of who they are and how they feel, you are reinforcing the message of why they are your customers. If that reason comes down to “only because they have no other choice” your business is on a clock that’s counting down.
This dynamic works regardless of whether you plan it or not. If you do plan it however, it means you understand what you do and why you do it, as a business, and you value the impact your business has on your customers lives. You want to have a positive affective connection.
This gives you the ability to control the outcome.
The world is changing. Not overnight and not all at once, but it is changing nevertheless. In my talks to corporate groups, CEOs, VPs and industry leaders I gleam insights of how this change is happening. What evidence exists. Why some things happen and not others and how we can best take advantage of it all to do better. In Observations I catalogue it all. Brief, to the point and open to discussion.