Life Cycle Marketing - Wow Phase


The Wow phase is one of the least well-executed phases of a small business. Many businesses are preoccupied with attracting and selling new customers, and neglect to create a WoW! experience for customer, so that they can Upsell, Get Repeat orders and Referrals.

The cost of acquiring a new customer far exceeds, what returns we get from a happy customer. Some sources say it costs 4 and 10 times more to acquire a new customer than it does to keep an existing one.

The Wow Phase can be divided into:

DELIVER AND WOW

This stage sets the tone for the rest of the Wow! phase. Customer satisfaction comes from the way the product or service is first delivered, how it is delivered, to the experience of the benefit of using your product or service.

Just enough is no longer sufficient. We have to surprise the customer in the delivery, so they can truly say WOW.

To start thinking about how to create a wow experience, you can start by asking these questions:

Is the process of delivery smooth, without frustration?

How is the customer experience in using the product or service?

Did it meet their expectations? Did it meet their goals?

What surprise can you add to make the experience wonderful?

I could share my experience at Double Tree Hotel by Hilton as an example. We were greeted right from the entrance to the lobby, and easily processed our check-in with little hassle. Next we were welcomed with the famous WARM Cookie and a welcome drink. Finally, the room had a nicely written card with a platter of fresh fruits. The cost of a warm cookie, welcome card and fruits would have cost a very small amount but the impact on my experience was fantastic.

Think about where your business can implement a gift, a convenience, a surprise for small cost. This will truly set you apart from the competition.

OFFER MORE

It’s much easier to sell a happy customer than a new prospect.

Why not offer (upsell) a complimentary service or product?

McDonald’s does this superbly by offering up-size options and side-dishes. By up-selling a value of 10-20% of the product, you can add additional revenue per client easily.

Think about what complimentary product or service would help your customer enjoy or get better results from using your product. You can add that to your product range.

Another way is to offer (cross-sell) a partner product or service. This means revenue for your company, value for your customer and goodwill with your partner. For example, we specialise in Marketing Automation CRM, and would refer our clients to a mobile ad provider that can add value to our customers’ lead generation.

Of course, this would have to respect the customer’s’ information disclosed to a third party according to your local laws.

What you can do in a indirect way of promoting someone else’s product is to conduct an interview or joint-webinar and then post it to your blog and email to your customers.

GET REVIEWS AND REFERRALS

Another important way to leverage a happy customer experience is to ask for reviews and referrals. A well-written and positive review could just be the deciding factor when someone is reading your website, or facebook page.

With the advent of search and social media, it’s become a norm for consumers to research before buying. Customer Reviews and Ratings are not just crucial for F&B and retail, but also for any other forms of business. Many businesses do not have a systematic way to gather regular reviews and ratings.

Have you ever visited a website or facebook page with reviews and ratings made more than a year ago? Current positive reviews and ratings are crucial to maintain a great reputation online.

Local search results also have ratings that could easily be the differentiating factor between you and your competitor.

The  other important “R” is referrals. A referred lead is at least 4x more likely to buy than a cold prospect. A friend’s endorsement of your product or service is the confidence guarantee that would make it easy to decide for the customer.

Does your business have a systematic way to ask for a referral? Is there an attractive referral program that’s not just financial in nature, but provides value and even a sense of advocacy for your loyal customers?

Are you interested?

Download the 7-Step Marketing Success Guide

Discover How the Life Cycle Marketing can help your business:

Attract Traffic

Capture Leads

Nurture Prospects

Concert Sales

Deliver & Satisfy

Upsell Customers

Get Referrals

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