Marketer: What you can learn from four types of rice
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The usage phase in the customer journey is often forgotten by marketers. Logically, because it is a phase that takes place between marketing and sales. However, investing in this phase yields a better Customer Lifetime Value (CLV). I explain the principle in my column about … well, rice.
As a management team, we regularly eat at the office. Planning a management meeting during working hours is almost impossible, so Tuesday evening is our fixed moment. Despite the fact that we have a full kitchen at the office, we never cook, but take away. It shouldn’t start to look too much like work, right?
Unfortunately, getting healthy food delivered is about a hundred times harder than getting a greasy snack delivered. So I drive to the nearest toko or greengrocer for a hot meal. So I recently called Warung, the owner of the local Indonesian takeaway, for the first time.
Easier said than done
Warung was hard to reach and placing the order in advance was also not customary. But I didn’t want to put together my meal in the store (time is money people!), so we came to a compromise. I was allowed to WhatsApp the order. That also turned out to be easier said than done, because when I ordered ‘rice’, I got a counter-question with four options for rice. Gosh, I still had to read up on what types of rice exist, ask what my colleagues wanted and then also choose.
Rice
Long story short: it was quite a time-consuming job to order
hen picking up at the store I still had to wait about ten minutes, but … the food was delicious. Delicious and healthy. I honestly wondered if I wanted to go through this hassle again for the next meeting, until I got a text from Warung that evening.
”Was everything to your liking?” “Yes, it was definitely to your liking, because it was very tasty.” I sent back. ”Good to hear .” he replied. I forgot all the negative things around it, because I found that personal contact afterwards just very thoughtful.
The next time I ordered again via WhatsApp. Right away this time, because I already knew which of the four rice options I wanted. When I picked it up, the order was ready. In short, everything was arranged perfectly.
Small effort, big gesture
The fact that I ordered again at all was because of that last bit of customer experience and that one message via WhatsApp. Small effort, big gesture, but above all recurring customer turnover for Warung. That last app senegal email list 60000 contact leads falls in the usage phase of the customer journey. This is the phase after something has been purchased, but before someone becomes an ambassador.
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This phase is very important, because a repeat purchase to merge or not to merge: what does this mean for your agency? will be made faster. But even more important: if people are really satisfied, they will become ambassadors of your brand or organization faster.
Within marketing, the phase after the purchase is often aob directory forgotten. Honestly, that also happens sometimes with our clients. Because where we deliver the leads, sales converts them into a conversion and therefore a purchase. We hook up again when people have become ambassadors, especially within B2B. We use those customer stories of ambassadors as evidence for new customers.
That intermediate phase quickly falls between two stools. And that while that phase is very easy to set up. Just ask if a product is satisfactory. Or how the start of the collaboration went.
And no, I don’t mean an email with ‘Would you like to review our product?’ with the aim of getting reviews on Google or Trustpilot. Because that question is purely for personal gain, not so much for a positive customer experience. You can ask that once, but in a different phase.
No, it is a sincere question with the aim of getting attention again and turning any negative experiences into a positive experience. This can be done via a card with the order, via WhatsApp, an automated email or a phone call.