I like phrases that easily capture a process and make the point easier to communicate; remember and apply. For example. AIDA - Attention Interest Decision Action - for writing any type of marketing or advertising message WIIFM - What's In It For Me - what that message means to the customer. At the end of the day it is about your customer (or reader). They're good, tactical processes to get a message to the point but what about the bigger picture - a framework for total business transformation? As we move into this world of increased online Customer Engagement I've been looking for models that explain the business transformation. Those little sound grabs that become part of your presentation. Yesterday we were in the studio shooting some customer testimonials for the websites and I was trying to think of exactly what this process was about - the process of re-enginnnering a business and changing their perspective to become customer focused. This morning an email from Forresters Research captured much of this process in an elegant framework.
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| The Customer Experience Journey Because it's important, complex, and broken. That's why firms should head toward Experience-Based Differentiation (EBD), a blueprint for customer experience excellence. But EBD can't be mastered overnight. Instead, companies must embark on a multiyear journey through five levels of EBD maturity: 1) interested; 2) invested; 3) committed; 4) engaged; and 5) embedded. |
I think we've seen this in the work with done at Maxys and in particular RidgeFilms where we've transformed the business. Not all businesses are ready to take that risk.
