Create A Shock Effect
Brands are doing a lot of hard work on customer behavior. Analyzes starting with demographics, expanding in purchasing habits and ending in loyalty, as well as looking for the answer to the questions of how to retention the existing customers and how to gain new customers. It is seen that segments based on demographics and purchasing habits were not clear enough alone to manage businesses. The existence and power of the emotional bond between customer and brand plays a decisive role on future. When viewed from this aspect, it needs to be segmented according to the loyalty of the customers.
I just love it!
Your customers are those who are deeply loyal to brand and not even thinking of leaving you… They must be kept and definitely not lost. This group is satisfied and wants to maintain this status. They wish to live the same experience in every contact.
Perchance, the things went wrong and you experienced your first crisis. Your customer expects you to be aware of the problem before he/she reports it. Let’s say you have not noticed the problem, highly likely your customer will notify you the complaint. In this phase, you should be expected to perform quickly to solve the problem. If you can share what you did to solve it and not to repeat it, and give a little apology gift, you can create a wonderful experience from the crisis.
In the other scenario, you did not notice the problem and it was not notified to you either. At this stage, we can only talk about possibilities. We can hope that your customer has forgiven you for this time. Or your customer may have already turned his/her back on you and may have already been very close to contact with one of your competitors.
There is no other alternative!
Your customers will end this compulsive combination as soon as a new alternative emerges.
The most accurate definition for this group will be your competitors’ customers which are in the “I just love it” status.
Your potential customers who are not aware of your brand and your products and services.
Although it seems feasible at first glance that making changes on your products and services to move your customer a higher categorization, this is unlikely. You have to do such a thing that creates a shock effect on your customers and even on your competitors. Otherwise, there will be no significant change in the big picture, with transitions between segments.
By the innovations in your products and services, by making differences in your presentation, most importantly by making your customer’s life easier, and by touching emotions, shock effect can be created. Opet actualised one of the best shock effect in recent years. It has become preferable only by renewing the toilets. For us, the main products, fuel and its price did not have much importance left. Because this change was giving a very clear message to Opet customers that ‘You mean a lot for Opet’. Even all Opet’s competitors have tried to implement a similar strategy, they have not been successful. It was too late for them.
The clues of a change which can create a shock effect are hidden in your current customers’ complaints. It will be very useful to evaluate all the complaints like all your customers had faced them, after solving the problem specific to your customer who notified it. It is quite luxurious to expect this from your employees, who are at the first contact point to get your customers’ complaints. It is not easy to do this in daily work. For the operation of this strategy, the customer experience culture should be built in.