Realizing a Return on Investment (ROI)
As you move your development into the commercialization phase, you'll realize the hurdles of acquiring and engaging with your customers. Here's a concrete exercise you can try. What you'll be doing is creating a table that matches the "roles" you expect your customers to play matched against your assets which support this.
Step 1: Profile your current customer and their work-arounds. For example, maybe your customer spends a lot of time trying to book meetings by phone.
Step 2: Profile the roles you expect your customers to play. Stereotyping helps simplify your marketing message and makes it easier to track certain behaviours. Role engagement will progress as you convert your customers into the ideal model. My roles include: a visitor, to inform, to sign-up, a user, active user, paying user, ideal user.
Step 3: List your assets that have a potential ROI (even if it's not measurable). For example, my model, my manuscript, my MatchMaker tool, my landingpages, etc.
Step 4: Create a customer experience map. You've listed the potential roles of your customer above, but consider their touchpoints as they interact with you service: awareness, landingpage, background theory, demo, sign-up, user page, pay page. Similar to a story, you should be able to tell how the user was engaged to become one of your roles. For example, the user became a donor after visiting the landingpage, learning about my cause, and through clicking the donate button.
Step 5: Create your customer experience checklist. The customer experience map interacts with your assets and you should have specific actions or properties which you maintain to support this. For example, the asset of your Personal Brand will engages the interest of your customer through a blog post. Voila!
This checklist ties visible actions to your assets and customer experience. It can be used as the bases for tracking metrics (ie/ click counts) or ensuring that you're maintaining your value proposition.
Step 1: Profile your current customer and their work-arounds. For example, maybe your customer spends a lot of time trying to book meetings by phone.
Step 2: Profile the roles you expect your customers to play. Stereotyping helps simplify your marketing message and makes it easier to track certain behaviours. Role engagement will progress as you convert your customers into the ideal model. My roles include: a visitor, to inform, to sign-up, a user, active user, paying user, ideal user.
Step 3: List your assets that have a potential ROI (even if it's not measurable). For example, my model, my manuscript, my MatchMaker tool, my landingpages, etc.
Step 4: Create a customer experience map. You've listed the potential roles of your customer above, but consider their touchpoints as they interact with you service: awareness, landingpage, background theory, demo, sign-up, user page, pay page. Similar to a story, you should be able to tell how the user was engaged to become one of your roles. For example, the user became a donor after visiting the landingpage, learning about my cause, and through clicking the donate button.
Step 5: Create your customer experience checklist. The customer experience map interacts with your assets and you should have specific actions or properties which you maintain to support this. For example, the asset of your Personal Brand will engages the interest of your customer through a blog post. Voila!
This checklist ties visible actions to your assets and customer experience. It can be used as the bases for tracking metrics (ie/ click counts) or ensuring that you're maintaining your value proposition.
Tags: roi, assets, business, customer
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