The customer Value Journey - Step 5: Excite
Helena Rothwell • February 7, 2025
Excite - Welcome back to our 8-part series on the Customer Value Journey (CVJ) in Digital Marketing! Yes... this one is the excite stage.
In the last installment, we covered the Convert stage, where we discussed turning engaged audiences into paying customers.
Now we're back at your rocking party... Your guests have arrived, they're enjoying the atmosphere, and they've started to commit by trying your best dishes or joining in your fun games. Now, you want to truly excite them—you are leveling up the experience so they eagerly anticipate your next event and remain engaged with you. You know they love to party, so let's offer some add-ons they can enjoy. Private concert, anyone?
In business the Excite stage is about creating exceptional experiences that leave your customers delighted and eager to come back for more. This is where you turn satisfied customers into repeat buyers and loyal supporters.
Let’s look at a business example.
Suppose you run a luxury spa in Dublin. You've successfully converted engaged prospects into paying customers. Now, you want to excite them and ensure they have an unforgettable experience.
To excite your customers, you might:
- Offer personalized spa packages: Tailor spa treatments to each customer's preferences and needs. Use an online booking system that allows customers to fill out a detailed questionnaire about their preferences and needs. Provide a personalized consultation via video call to create a bespoke package that includes their favorite treatments.
- Provide exceptional customer service: Use automated email follow-ups to ensure customers are satisfied and to gather feedback after their visit. We use our Lead Toolkit to handle this at Right Hand Consulting. The automation really does both take away some of the heavy lifting while also improving the customer experience.
- Add surprise touches: Include a complimentary massage or a small gift, such as a luxury skincare sample, with their treatment. Send a handwritten thank-you note to express your appreciation. Use customer data to send birthday or anniversary greetings along with special offers.
- Host exclusive events: Invite customers to exclusive events, such as virtual wellness workshops, product launch parties, or special seasonal promotions. Make these events engaging and valuable. Use live streaming platforms to host these events and engage with your audience in real-time. Offer digital goodie bags or exclusive access to online content as part of the event.
Here's some more ideas: When designing customer experiences for our clients, the 'savvy strategists' at Right Hand Consulting include elements like:
- Personalized follow-up emails to show appreciation.
- Give access to a gated (password protected) VIP community area on your website.
- Exclusive invitations to special events or early access to new products.
- Tailored recommendations based on customer preferences & recent purchases. Because you bought ABC, we think you'll love ABD too.
- Exceptional customer service.
At Right Hand Consulting, we have added chat-boxes on our clients websites ensuring a seamless, rapid and efficient communication experience.
Why is Excitement important?
Excitement is crucial because it strengthens the emotional connection between your customers and your brand. When customers are genuinely excited about their experience, they're more likely to stay engaged, make repeat purchases, and explore other offerings. Your goal is to exceed their expectations and create memorable moments.
Here are some proven strategies to help you ace the Excite stage:
- Personalized Experiences: Tailor your offerings to meet the specific needs and preferences of your customers. Use customer data to create personalized recommendations, exclusive offers, and targeted communication that makes them feel special. Utilize AI-driven tools to analyze customer behavior and deliver customized experiences online.
- Exceptional Customer Service: Provide outstanding customer service that goes above and beyond. Respond promptly to inquiries, resolve issues efficiently, and show genuine appreciation for your customers. Implement chatbots and live chat features on your website to ensure instant support and a positive customer service experience.
- Surprise and Delight: Add unexpected touches that surprise and delight your customers. This could be a personalized thank-you email, a digital coupon for their next purchase, or an exclusive sneak peek at a new product through a virtual event. These little gestures can make a big impact and enhance the digital experience.
- Engaging Virtual Events and Workshops: Host virtual events or webinars that provide value and entertainment. This could be anything from a live cooking demonstration to an online fitness class or a digital product launch party. These virtual events give customers a reason to engage with your brand in a fun and memorable way.
- Customer Loyalty Programs: Create a digital loyalty program that rewards repeat customers with exclusive benefits, discounts, and early access to new products. Use a mobile app or a dedicated loyalty platform to track customer points and offer personalized rewards. This not only incentivizes repeat business but also makes customers feel valued and appreciated.
By implementing these digital strategies, you can create exceptional experiences that leave your customers delighted and eager to come back for more.
Streamlining the Experience
Ensure that every interaction with your brand is smooth and enjoyable. From browsing your website to making a purchase and receiving their order, the entire process should be seamless and user-friendly. A positive overall experience can significantly enhance customer satisfaction.
Did you know?
Did you know that 81% of customers are more likely to share a positive experience with friends and family? And that 65% of customers say a positive experience with a brand is more influential than great advertising? These stats highlight the power of creating exciting and memorable experiences.
The Excite stage is all about creating exceptional experiences that leave your customers delighted and eager to come back for more. This is where you turn satisfied customers into repeat buyers and loyal supporters.
Ready to dive into the next stage of the Customer Value Journey? Stay tuned for Part 6, where we'll explore the Ascend stage. Until then, happy exciting! 🚀
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