Let's Talk ↗BRAND STRATEGY / 06
How can we get users to not just buy once, but keep interacting with us?
THE OPPORTUNITY
We design services, benefits, and interactions around the progression from first contact to ongoing use, repeat purchase, and referral. Relationship objectives become business processes, team responsibilities, and performance measures, making customer relationship development part of everyday operations and regular review.
Suitable for companies with a stable user base but insufficient repurchase and referral. Requires provision of user transaction and interaction data. The team needs dedicated personnel for subsequent operational execution. If preparing to launch membership or relationship maintenance mechanisms, service capacity should be clarified first, rather than only determining discount forms.
HOW WE WORK
We analyze user behavior changes from first contact to repurchase and referral, and define stages in the relationship. We clarify goals and user needs for each stage to form a relationship development plan. We distinguish tasks of first purchase, continuous use, and proactive referral to avoid evaluating with the same metrics.
We design services, benefits, and interaction mechanisms based on relationship stages, such as membership tiers, points, or exclusive services. We clarify the user behaviors each mechanism aims to support. We check the time and effort required to participate, and confirm whether benefits have practical value.
We translate relationship goals into business processes, team responsibilities, and measures of progress. We develop an operational metrics table, clarify data collection and review methods, and make the plan part of day-to-day work. We map each mechanism to responsible teams and service actions for implementation within existing business.
WHAT YOU TAKE FORWARD
Define the deliverables and how they will be used around your project objectives.