Customer acquisition for the Box and its loyalty goes through the customer journey. In practice, this is the journey that each customer makes from the first interaction with the Box until the final decision to purchase a subscription.
This whole journey can lead to the start and following the consolidation of the relationship between the customer and the Box. Conditio sine qua non for the thing to go through is that there is satisfaction on the part of the former. From the business point of view, however, it is essential to adopt a marketing strategy that is efficient in guiding each individual customer to the purchasing process.
More than customers, it is the services and the way in which they are proposed to determine the success or failure of a company.
Reducing the purchase of a service to simple payment, aimed at winning the reference asset, would be rather limited, given that an extremely important role in the whole process certainly covers emotional gratification.
What’s this? The relationship established following an excellent experience of approaching the brand. Mapping the customer’s journey through customer journey mapping becomes very useful, because the Boxes can guarantee the best customer experience and to do so, they must better preside over all the possible contact points of the customer’s journey.
However, it is necessary to consider that the knowledge of the touch points that the customer could have with the Box, however thorough it may be, is nothing but the starting point for any Box. To be challenging, in fact, it is the optimization of contact points, an objective which, to be centered at the best, must present processes, strategies and above all appropriate tools that allow to follow the entire customer journey of the customer step by step.
What are these touch points on which to convey your message to get in touch with future customers? There are both online and offline and all are equally valid if contextualized both with the service and with the territory and the type of customer to whom it is aimed.
We will have the website, the social profiles, each with its own specific language, online advertising and in many cases email marketing. But also offline touch points should not be underestimated, for example Television, Local Magazines, Events and Fairs on the territory,
All these vehicles must be mixed according to their strategy and are the way to engage the future customer and let them know that you are there and not to sell them something that will be the final action of this trip.
And how do you communicate to your potential customers that you are there and are what they need without looking further?