Most of us remember a handful of experiences with companies. If we reflect on what makes these experiences memorable, we'll quickly realize that it's not the unique qualities of a company or product, the messaging, or that a product is easy to use. In fact, if a transactional app is easy to use, it may not be memorable.
We may say that the experience "spoke to us." But what does that mean?
We often hear that customers need to read at least 11 pieces of content before contacting sales. Or we host promotional events, offer free trials, or provide other activities to reach out to new prospects. We optimize our products to make functionality easier to use. We fix support problems to reduce calls. But we still don't see the results we'd like.
We often think our customer considers "what's in it for me." But is that what they are really after?
Maybe they just want a relationship? Or a connection?