The Do-Fors are the centerpiece of an extraordinary customer experience
By Jeofrey Bean
The best companies in experiential marketing go beyond what their messages, people, technologies, products, and services do. They go to what these parts of the customer experience continuum Do-For customers to connect, engage and deliver great experiences to them.
The Do-Fors are a sub-set of value propositions that are proven beyond a doubt to be desired. They will move people and organizations to pay money for them. The Do-Fors are the centerpiece of an extraordinary customer experience.
To identify, prioritize and deliver the Do-Fors, experience companies borrow a practice from user experience experts called Human Centered Design. Experiential market leaders involve real people matching specifically created profiles, called personas, of existing and future customers in the research, design and testing of what the company could Do-For people along the entire customer experience continuum.
The best Do-Fors unquestionably answer for potential and existing customers: What will that do for me? Why should I care? Why should I invest my time or my money? Why should I actively advocate for your company?
Getting the Do-Fors correct from the beginning also does something else. It can eliminate what customers do not want in the experience. Customers typically do not have ambivalence when it comes to the Do-Fors. From the customers’ viewpoint, if you are not doing something for them, you could be doing something to them. Removing those undesirable interactions can go a long way towards repeat business and advocacy. This also means improving the consistency of the experience people have along the experience continuum. For example, when they go from your web site to your people and then your service there is consistency and valuable Do-Fors delivered in an experience people desire to have many times.
Knowing the Do-Fors makes it easier to quickly communicate the value of what you offer in all your messages. It also increases certainty when you invest in all the pieces that make the total customer experience.
Let’s look at the Do-Fors of some leading experience companies. These are not tags lines, they are well honed Do-Fors. Yet the best make it look easy.
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There are more examples for each of the nine business markets Square serves at https://squareup.com/. Look under the tab “Business Types”.
I was at a conference doing some market assessment work for a client in pharmaceutical development. Walking around the large exhibit floor I noticed the client’s competitors were much more effective at getting the right people to their location and engaging them. I literally collected the Do-Fors from the competition that included “Reducing Your Time from Trials to Market.” Compare this to “Welcome to Our World.” A change was obviously desirable.
Get the Do-Fors right to help connect, engage and deliver extraordinary experiences!
Meet me right here next year to continue our discussion about the insights and decision making of experience makers that will help you create the Fleet Customer Experience Revolution.
I hope you and your family have a great holiday season! Jeof
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