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Experience is the key

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Sep 11, 2012
Experience is the key
"Marketing battles take place in the mind of a consumer or prospect. That's where you win. That's where you lose.” Jack Trout, Big Brands, Big Trouble
 
“It’s not about the taste of tea, it’s about who (where & how) prepared the tea”.

Pizza Hut is not especial for Pizza. It’s special for the way it serves you Pizza. You don’t pay for Pizza only, you can make and eat it at home. You pay for ambiance, experience.

Customers don’t buy product they buy experience.

Making someone to come back to you/your shop repeatedly is a tough job. With lots of options that are given to customer (increasing every single minutes), he/she can easily pick someone else’s product over your without thinking twice. It’s simple. Nobody is waiting for you out there. You need to make them to wait for you.

Some Scary statistics: Minds Can't Cope

Due to the shear volume of messages we encounter on a daily basis, the human mind can't cope with interpreting them all. Trout notes some statistics in his book Positioning:

>>Humans tolerate constant daily electronic bombardment
>>Printed knowledge doubles every four to five years
>>4,000 books are published around the world every day
>>The world wide web grows by 1,000,000 pages each day!
>>You've watched 140,000 TV commercial by the age 18

Loyalty is a scarce commodity in today’s world. You do not find it often. And one has to earn it. and you are the one who has to decide on hard question: how you will make your customers loyal?

There is no need to tell the importance of customer loyalty. The cost of new customer attraction is as much as twice than retaining an old customer. Retention often pays off better.

Why people buy some brand again and again? Why customer stay up whole night to grab a Apple’s new product?

The answer is experience. People have good memory with previous offerings of Apple. It makes people to feel good, special. It walks the talk. It delivers exactly what it promise and some time even more than that.

Make sure you are giving your customer better experience than anybody else in market. Improve customer experience in every point of customer interaction. If required redesign all of your customer touch points. Care. Give. Make your customers to feel special. Make their experience with your brand unique.

Ruhul Kader is a technology and business analyst based in Dhaka, Bangladesh. He is also the co-founder and CEO of Future Startup and author of Rethinking Failure: A short guide to living an entrepreneurial life. He writes about internet business, strategy, technology, technology policy, and society. He can be reached at [email protected]

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