needed triggers to seize and scale customer loyalty
The company’s loyal and engaged audience is a valuable thing; these customers are likely to refer their peers and generate new leads. For this to happen, the business needs to be able to mesmerize its crowds. But how are they able to do it? How is any company able to fascinate their audience, the same way they feel fascinated about their own business?
Fascination has its origins in the Latin word fascinate, which means to be able to bewitch someone. In other words, you have to influence the interest of someone.
Sally Hogshead, a “National Speakers Association Hall of Fame” speaker and the chief executive officer of “Fascinate, Inc,” believes that “Fascination is a force that can rule our thinking and our emotions. (…) When you fascinate someone, you become more worthy of attention.”
Every brand and person has primary and secondary triggers. As not everybody will fascinate people in the same way, Sally developed “deeply-rooted means of arousing intense interest.” She calls the 7 Triggers of Fascination. These serve as different ways to make clients fascinated with any brand.
First trigger: Trust
Well-established and new companies have a very different perspective in what comes to this first trigger. Trust doesn’t represent a trigger for more younger businesses since they haven’t had enough time to develop and reinforce long-lasting relationships. Trust is an essential factor for older companies since they are most likely already had the time to build a loyalty-based relationship with their customers, even possibly for life.
According to Sally, trust requires repetition. It means that when companies create opportunities to meet the expectations of their client bases, over and over again, it facilitates the clients on trusting the business.
Example: Volvo is a brand built on the promise of safety. Clients have been trusting them since the beginning and Volvos cars are proofed to be very safe.
Second Trigger: Passion
Business needs to find the best way for them to connect with their customers emotions to generate excitement and passion for that particular brand.
One great way to build a close relationship and engage with customers is through social media. We are currently living in a world marked by an ongoing digital evolution and that determinates how we should offer our business to our existing and possible clients.
Example: Apple generates a lot of excitement around its products, making costumers passionate about the brand online and offline.
Third trigger: Rebellion
Brands need to be rebellious, creative, innovative and produce cutting-edge ideas. One of the companies that have used the rebellion could be as a example HBO. The company has always pushed the limits with its contents in the show. Consequently, the company has created the first comprehensive mobile TV service named HBO Go. The company has embraced it as a chance to change and has gone where no other similar network company had dared or hoped to go.
Fourth trigger: Alarm
Sally said that brand should demonstrate practical and efficient solutions, for example alarm. This kind of brand needs to create an image of keeping people safe. They have to focus on the detail to both avoiding and protecting their customers, but also warning. The company always heightens demand for its services, whit the purpose of using the alarm as a trigger.
Fifth trigger: power
It doesn’t mean you have to be the biggest, but this trigger ferers espeacially to your attitude. A company has this power trigger when it shows leadership and takes command. These companies become an example for others. Sally mentioned Cisco as a great example because it does a great job sharing its thoughts with all public.
Sixth trigger: Mystique
It means that the company provokes questions without giving answers. In this way, the company certainly knows that the costumers’ curiosity will peak, causing them to want to solve the puzzle.
Seventh trigger: Prestige
You can find the prestige in brands that seek consistent improvement, higher goals, and tangible evidence of their success. They always work to earn the customers’ respect, setting a higher standard for themselves. This trigger can also help to perceive the value of a service or a product better.
Check-out our other blogs to find some more information! https://katrium.eu/2020/04/27/contact-center-as-a-tool-for-company-brand-building-2/