How To Build Aspiration with Customer Experience

The Relationship Between Aspiration and Customer Experience

Aspiration is a great territory for getting creative! It is all about cultivating a sense of desirability and specialness in your product or service. This shouldn’t be about making your brand aloof or prohibitive, but about creating those unexpected moments of delight that drive customers towards sale or reward them for their loyalty and engagement.  

To drive your brand’s desirability, consider the following:

1. What will delight your customers? To generate greater desirability for your product you need to exceed customer expectations within your customer journey. Not every interaction they have with you will be celebrated, nor should it be. So, identify the hero moments that you want them to really shout about and consider how to make them differentiated and delightful.

2. What’s the difference between Customer Satisfaction and delight? The answer is surprise. Customer Satisfaction reflects how happy your customers are with every interaction, while delight reflects how your brand goes above and beyond to deliver something special. If you try to continuously delight customers, then you’ll simply elevate their expectations of what your brand can and should deliver for the price they pay. So, consider how you can deliver your delight moments in a surprising way.

3. What’s affordable? Your delight strategy shouldn’t be so expensive that it’s not profitable for your brand. Delight for your customer could mean something as simple as a totally seamless payment process or a fun message when they submit a customer service request. There’s no need to break the bank when trying to drive your brand’s Aspiration.

4. What rewards are relevant for your brand and customers? Incentives and rewards throughout the customer journey are a great way to deliver a sense of specialness and delight for your customers. This could include personalized offers, invitations to special events, vouchers, or exclusive content. You should determine which by considering the wants and needs of your target customer and by staying true to your brand’s character and ambitions. 

5. What brand experiences will drive desirability? Think about physical or virtual events that will drive how much people want to be involved with your brand. These could feature influencers or products that pull people in, or could be limited access to drive exclusivity. Communicate the experiences to a wider audience so that the impact is maximized.  

What should you do next?

• Identify the moments in your customer journey that you want to hero.  

• Determine the triggers that unlock secret moments of surprise and delight in your customer journey.

• Define your rewards and incentives and where these should be deployed in the Customer Experience to boost desirability of your brand. 

• Think about events that can help to give your brand experience dimension, and make it all the more desirable.

How to determine if it’s working.

• Your Aspiration scores in ProQuo will rise as people see your brand as more special and desirable.

• You’ll hear your customers vocally celebrating their interactions with your brand. Whether that’s posting positive reviews, recommending your product, or liking your brand’s social posts. If they feel your brand is special, they’ll start to really shout about it. 

  
  
  Guidance from:
  Annie Henderson | Head of Customer Success, ProQuo AI
  
  Annie is customer-obsessed. She's always worked with how people think about companies, and now she turns that expertise to making sure customers get the best from brands.