What BEHAVIOR would you like your customers or patrons to display ? And how will YOU benefit ?
It is much like an ICEBERG - 10% above the water (visible) but the danger is the 90% below the water (invsible)
Your client's - patron's - audience's - patient's behaviour is visible
BUT it's the invisible that we need to be aware of - Thoughts, Feelings, Emotions
To determine this, we need to investigate the current Customer THOUGHT stimulation processes by looking at your transactional and interactional environments and identify GOOD & BAD stimuli operating currently.
This is called the WOW GAP analysis.
Transactional satisfaction value is very important to buyers no matter if the transaction is product, service or concept related. It could be value related to the purchase of a product or service, watching entertainers perform, dining out, hiring or purchasing a vehicle or a visit to the local supermarket or medical practitioner.
Modern day marketing and advertising trends have placed enormous value and attention on brand positioning as well as brand acceptance, which in turn could have the effect of a "type" of WOW factor ie.......
STATUS - ACCEPTANCE - DIFFERENTIATION - VALUE
These emotive drivers (status etc..), have an influence on the need to act on these emotive stimuli (buttons) which is what drives the transaction. The desire to be able to demonstrate either the ownership or association with certain emotive drivers is very often subconscious decision making BEING revealed.
The stimuli and resultant behaviours linked to these emotive drivers are often accompanied by a sense of self gain, acceptance and self satisfaction. The WOW Factors (concepts) we are refering to, normally focus on unexpected surprises or similar emotions, that are not necessarily driven by marketing and advertising campaigns. True WOW Factors (concepts) are environmental experiences, often interactive situations, that will effect all who come into contact with them and their future buying patterns.
The intention of the WOW Factor (concept) is to create environmental stimuli and thereby evoke and maintain favourable pre-determined transaction or interaction satisfaction, leading to pre-determined behaviours resulting in increased transactions, productivity, referred business opportunities and loyalty. They are not patronising but rather totally sincere considerations.
This means that we are able to predetermine and evoke the preferred behaviours during interactive opportunities and environmental interactions.
The WOW gap (gap between client's expectations and the transactional experience) should be as small as possible thereby providing a suitable environmental interaction space. The appropriate WOW Factors will accomplish this.To achieve this one needs to design the thought stimulation strategy and processes correctly, which will deliver the desired transactional or interactional behaviour.
SOUND DIFFICULT ? ..... NOT REALLY ..... YOU JUST NEED TO KNOW WHAT TO LOOK FOR.
YOUR THINKING WILL CHANGE YOUR CLIENTS THOUGHTS
Take a look at a few ACHIEVERS who understand and have implemented these techniques in their businesses
.... read The WOW Examples page