For those who recognise the significance of this weekend to the Christian faith you'll be in thoughtful contemplation and excitement.
I've often thought that our customers should feel a sense of excitement when they purchase and experience the services and products we offer.
Like many celebrated holidays I've noticed a particular pattern to the run up of that main event. In Easter there are four very noticeable steps I believe we can take a note of. When you next consider the experience you want to your customers to have in any interaction with you or your business you can think of Easter.
The story - This is a critical piece. Every great experience is simply a prelude to a compelling back story. The journey, the hero, the challenge and the conquest. Easter is no different. How can you apply this to your role. Well, you need to make your client the hero in your conversations. They're on a journey with you but we often think of ourselves as the hero but if it becomes your customer, rising above their challenges and winning the prize. Wouldn't this be more exciting and compelling for them. In your conversations start talking about them as the hero in YOU language. "Imagine when you do X" "When you see the results of getting past this challenge". Make your customer the hero. They're Skywalker and you're Yoda :).
The call - The Story doesn't leave you just to imagine it calls you into action. There is a purpose and definite destination. Just like in Easter there is no option but to respond to the story, the impact and potential it has to change your life. Your clients also have an option to take action on that story to win the prize to find the truth they need to overcome the challenge. You need to have a definite call to action that is simple, clear and specific to the destination or truth they need to recognise. Lay it out in steps but make it collaborative. No hero walks alone. let them know that it requires action from both sides to see the results they want. Remember to continue even in the call to action to remind them of that story.
The community - If you notice any large and significant event. Its never experienced in solitude its done in community. You to find a way to get your customers in community of like minded people. This could mean getting different contacts within your clients business. Introducing them to other successful hero customers you've helped. What is even more powerful is using your internal business champions as community drives. A colleague in finance, marketing, customer services, support etc. Any where you know your client will be in contact. Help to make that support system great. I recognise this is one of the most challenging things to do in key account management but it's worthwhile trying (check out this blog for ideas HERE)
The celebration -the day has arrived and things are at fever pitch, they believed the story, that took action at the call, they were supported by the community and they've arrived. We don't celebrate enough with our clients when there are big wins, results. What just began as a story has now become reality. Find ways to celebrate with your customers. This could be sending them a posted 'We did it postcard' if appropriate or writing something complementary about your customer on social media. What ever that could be for you and your customer make that happen. Just like Easter that celebration will be sweet :)
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