In general, VP R&D Email Lists strategies are aimed at attracting new customers and, to a much lesser extent, at the loyalty of existing ones.The reality is that it is much more profitable for a company to maintain and enhance the relationship with its existing customers, but the market dynamics and growth objectives make marketing strategies focus more on attracting rather than loyalty.What happens when we attract a new customer ? Sometimes we convince a person to buy a certain type of product for the first time, but on the other occasions what we have done is ‘steal’ a customer from the competition. We have managed to stop that person from buying from another brand .It’s a simple thought, but we rarely stop to think about it. On the one hand we are thinking of attracting and when we define a loyalty strategy we try to retain them, but we do not think about whether they would have reasons to leave with the competition or the reasons that those who have already left had .
How to prevent our customers from leaving with the competitionWhat happens when your customer decides to buy the competitor’s product? Why does he do this?The root of this decision is in the value proposition that we offer you. If you look at the value proposition definition scheme that I leave below, the keys are in the “achievement creators” and the “frustration relievers”. That is, in what success or satisfaction means and what would cause them not to buy from us or to go with the competition. In this sense I liked the outline of the diagram defined by Chris Spiek forces and Bob Moesta I found on the blog of Alexander Osterwalder .
I quote both, because I have loved how Alexander Osterwalder adapts it to the methodology of the value proposition.In this graphic adaptation you can see the forces that facilitate the change from the current value proposition to the new one and those that prevent it. 1. Drivers of change:Forces diagram – value propositionPush : problems with the experience of using the product or service that “push” the customer to change.Pull : a value proposition DE Phone Number that improves or enhances the creation of customer achievements.2. Change blockers:Inertia : the continued use of a product makes us get used to it and does not consider changing until we have a problem with it or they present us with a more attractive solution.Doubts : everything new generates a certain level of anxiety in us. Will I know how to use it? Will it be a good purchase decision? Won’t it be too expensive? Carrying out this analysis, we are already clear about the forces that make our clients arrive or leave.I think it would be highly recommended to add this analysis to the study of the competition. It would give us a much deeper vision not only of the motivations for change, but also of what our product positioning should be .