22 October 2006

A third component

When marketers talk about a product or services they typically focus on features, benefits, or both. That is simply not enough. There is a follow up component that I call “outcomes.” Outcomes are what fall outside of benefits, as they most often are not directly promised or measured. Great customer service and superior experience are the most obvious outcomes. Providing subtle gratification for the customer is likely the most powerful one. This is where brand loyalty comes from. It is also where referrals and lifetime value comes from. The more subtle the better, this is simply a matter of congratulating the customer for appreciating the value you and your product provides. The job is NOT over when you the customer pays.