335: Do You have a Purchase or Usage Brand?

Adam and Jeannie discuss the core distinctions between a purchase brand and a usage brand and how that translates to better customer experiences, and ultimately, greater long-term success.

Your customer’s journey is not what you think it is

It’s one thing to sell a product or service then call it a success and move on to the next customer... But it’s another thing to continue building a mutually rewarding relationship with that first customer. As it turns out, engaging, educating and celebrating existing customers leads to increased loyalty and positive word-of-mouth.

“How can we make sure that that usage part is amazing?” - Jeannie Walters

Simply put, to create a brand that inspires loyalty and advocacy, you need to focus on creating an experience that lives beyond the sales phase to inform and encourage the way customers use your product or service. Top brands like Sephora and AirBNB create lasting relationships around usage instead of pouring all that money and energy into traditional marketing, and the results have been incredible!

But don’t take my word for it! In this episode, Adam and Jeannie share great examples and comparisons to show you why these two concepts really can’t coexist. You’ll learn about brands that are focused on purchase, brands that focus on usage, and even some brands that have had great success making a switch.

“Any company can do this if they shift their focus.” -Adam Toporek

So which kind of brand are you, the kind that focuses on promotion, or the kind that focuses on advocacy? If you’re thinking you can do both, according to a recent article in the Harvard Business Review that inspired this episode, you must choose! But don’t worry, Adam and Jeannie are here to help you make that distinction and decide if you’re on the right path. Listen in!

Related Content 360Connext® post, Using Customer Journey Maps: Dirty Secrets and Wasted Opportunities Customers That Stick® post, Remove the Weak Links in Your Customer Experience: Part 1 Episode 289: Transitions and Gaps in CX Episode 235: Customer Experience Touchpoint Tips We're on C-Suite Radio! Check it out for more great podcasts

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