Prologue: From Marketing 0 to Marketing 0
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Management and Cost Accounting Bhimani
| is personal and can be triggered only by the person experiencing it. If Jiang had not made an odd request, he would have experienced regular service at Krispy Kreme. A person's hidden anxiety when fulfilled will trigger a WOW moment. Unfortunately, not all customers explicitly say what they desire. Finally, a WOW is contagious. One who experiences a WOW moment will advocate and spread the good news to many others. In Jiang's case, Krispy Kreme gained free publicity, reaching 5 million people because of its exceptional service. The WOW factor does not happen every day in our business of serving customers. But when the opportunity arises, it is always worthwhile to take advantage of its viral effect. WOW factors are what ultimately drive customers to advocacy. From its characteristics, it seems that WOW happens by chance. Can companies and brands create WOW by design? The answer is yes. In a Marketing 4.0 world where great products and great services are commodities, the WOW factor is what differentiates a brand from its competitors. Companies and brands must never leave the WOW moment to chance. It is possible to design strategy, set up infrastructures and processes, and train people to deliver WOW across the five A's. Enjoy, Experience, Engage: WOW! Across customer paths, companies and brands should step up their creativity and improve customer interactions. From the customer's point of view, three levels exists: enjoyment, experience, and engagement. Those companies and brands that focus on product superiority will simply provide enjoyment to their customers. They focus on developing products and services that meet the needs and wants of customers. But those that push further will deliver compelling customer experience on top of products and services. They improve customer interaction with service blueprint and design differentiated between in-store and in-digital experience. Ultimately, those practicing at the highest level engage customers personally and enable them to self-actualize. They design life-transforming personalization on top of the customer experience that addresses individual customer's anxieties and desires. Are You Ready to WOW? Winning companies and brands are those that do not leave WOW moments to chance. They create WOW by design. They productively guide customers from awareness to advocacy. They creatively step up customer interactions from enjoyment to experience to engagement. Are you one of them? INDEX A AchieveMint Act Stage Action metrics Advocacy. See Brand advocacy Advocate stage Agents, social CRM AIDA (attention, interest, desire, and action) Airbnb Alcatel-Lucent Alipay Amazon digital technology and disruption by gamification by omnichannel marketing by physical channel of publications sales channels American Express American Express Publishing Anderson, Chris Appeal phase Apple Apple Music disruption by launch of youth embrace of App (mobile application) back-end integration core product integration of function and interface design step global use of use case Archetypes bow tie door knob funnel goldfish trumpet Arvind Eye Care System Asian economy Ask stage ATM transactions Attraction increasing low-level physical Audi Audience mapping Aware phase B B2B (business-to-business) Bank of America BAR. See Brand advocacy ratio (BAR) Barletta, Martha Bartos, Rena Beauty Insider Berlyne, Daniel Best practices Bieber, Justin Bill and Melinda Gates Foundation Birchbox Bissell Blockbuster BMW BMW, UK Body Shop The Body Shop Borders Bow tie pattern Brand advocacy definitions of demographic differences in driving customers to measurement of metrics for promotion of types of Brand advocacy ratio (BAR) for best practices customer path possibilities from decomposition of definition of improvement of value of Brand affinity gamification for increasing level of mobile apps for social CRM for Brand productivity strategies affinity increase attraction increase curiosity optimization increase commitment Brands. See also Human-centric brands advocating appeal confirmation for appeal of character of curiosity level of customers and customer relationship differentiation of digital marketing and equity protection Four A's framework for human-centric loyalty to memorable positioning of random conversations about understanding Braun, Jackie BRI Brick-and-mortar stores. See Offline business Burberry Bureau of Labor Statistics Burger King Business Inclusivity of resources sub-sectors C Casper mattress brand Cellular phones Channels agnostics analytics of concept of integration of to offline business physical sharing economy showrooming Chase bank CNN Coca-Cola Colgate Commitment improving increasing level of options and securing Community. See also Market community content generated by inclusive as segment social CRM involvement Competition connectivity and horizontal latent Connect + Develop program Connected marketing mix Connectivity advocacy paradox benefits of holistic view of impact of informed/distracted customer paradox machine-to-machine netizens online/offline paradox technological view of women youth Consumer packaged goods (CPG) Content amplification of community generated contributors creation of distribution of evaluation ideation Internet Content marketing as advertising amplification step audience mapping step creation step definition of distribution step effective evaluation step goal setting step ideation step metrics overview of planning step segments of social media in Content Marketing Institute Conversations connectivity and creation engaging increasing influencing interactive monitoring reliance on sociability and social CRM Conversion Curiosity definition of level of optimization of Customer paths archetypes blocking of changing nature of complexity of connectivity of digital/traditional integration and experience level and Five A's path Four A's path flexibility of framework for natural progression of offline experience and productivity and shape of time spent on Customer relationship management (CRM) Customer-rating systems Customer-service perspective Customers advocacy by attention of brands and channel-agnostic communicating to communities of curiosity of decisions by in digital economy distracted experienced first-time, conversion of Five A's path Four A's path future, portrait of informed marketing participation by mobility of omnichannel peer influence on in the connectivity era in the pre-connectivity era purchase decisions by social listening and socially connected targeting tiering of women |