Umami, Experiences That Build Loyalty

Umami, Experiences That Build Loyalty

By: Aga SzóstekComments: 0

The unpredictability of the market makes it increasingly difficult today to build sustainable and systematic market growth. Many companies invest large budgets in marketing without necessarily bearing in mind that this is not enough to keep a customer happy. Because marketing is a bit like asking someone out on a date. Whereas the experience is what will make someone agree to go on a second date, and on subsequent dates. In business, an effective way to build a long-term relationship with customers is to take a strategic approach to designing their experience.

Even if someone is interested in your offering and it’s just ‘a little cheaper’, ‘a little better’ or ‘a little more convenient’, you’ll find that you’re wasting your time. [People] will only be receptive to your message if it is truly remarkable. Otherwise, you will become invisible.

When wanting to create distinctive customer experiences, it’s important to remember that customer satisfaction or dissatisfaction are not complementary — it’s not the case that as one increases, the other decreases accordingly. You may achieve a decrease in customer dissatisfaction, but that does not mean that customer satisfaction will automatically increase. So, if you want to become a leader in the eyes of your customers, you need to set your sights on a vision of the experience and the differentiators that will set you apart in the marketplace, and then uncompromisingly develop and improve these elements.

As Nature Science, we know that natural products effectively improve health and well-being because they take care of our microbiome — a super organ that influences the good functioning of the whole body. This is why we are committed to offering the highest quality solutions derived exclusively from nature and to developing new, reliably verified courses of preventive care and health therapy, so that each of our customers and fans can take care of their own health and have the best possible chance of living a healthier, longer and more comfortable life.

Another strategic element was the selection and definition of emotional differentiators, which are intended to become part of every product, process and communication of the company. For Nature Science, these are — comprehensiveness as a commitment to providing holistic solutions rather than merely point solutions; novelty: the promise to introduce solutions that are the state of the art of verified medical knowledge; and, finally, unconventionality as a commitment to finding unobvious paths for communication and customer service. Finally, on the basis of all the material created, measures of success were developed, defined as the percentage of customers who are willing to express a specific opinion about Nature Science, for example, defining the percentage of customers who say that NS products are effective probiotic preparations. On top of this, strategic directions for a change in the company’s positioning were identified and an action plan for the coming months developed.

From: https://agaszostek.medium.com
Curious to read her book? More about The Umami Strategy


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