Customer acquisition

IT's all about customer experience

How do you acquire Customers? One way is to provide a great Customer Experience that everyone speaks about. One financial services company in England gains 30% of their new customers from referrals.

People do not just buy on price alone. People look for ‘value’, which is a combination of many factors including their Customer Experience. As your potentially new customers start to interact with you, they begin their journey through their Customer Experience with you. Along this journey your potential customers will be assessing you company through the subconscious and emotional experience. It is based on this assessment they decide whether to buy or not. Arguably, successful customer acquisition is all about the Customer Experience.

Customer Acquisition, by it’s very nature means you need to attract Customers to your organisation. How do you attract Customers? By providing them with a great Customer Experience. The research we undertook for our book, The DNA of Customer Experience: How emotions drive value shows that you need to evoke the ‘Attention Cluster’ of emotions.
These included emotions like, Stimulated, energetic, interested stimulated and exploratory. If you think about this it makes sense. To acquire customers, they need to ‘explore’ your offering, they will need to be ‘interested’ in what you offer and feel ‘stimulated’ enough to undertake an action.
Therefore in the designing a Customer Acquisition strategy these emotions need to be at the core of that strategy. Once the strategy is in place you can then design a detailed experience for Customers using Moment Mapping®, our process we use to design emotionally engaging experiences.
However, it is worth recognising acquiring Customers is only half the battle. The next step is to keep these Customers otherwise you will need to spend further money to replace the customers you lose.

To read about how to create Customer loyalty please click here.