The Four A's
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AWARENESS
Difference"You talking' to me?"
Getting someone's attention is the beginning of every relationship. Sometimes a whisper is more impactful than a shout. Volume won't matter if your story isn't compelling and relevant.
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ASSESSMENT
Relevance"I'm listening."
You've got their ear. This is where decisions are made, so what you say - and how you say it - needs to resonate and penetrate the customer's consciousness. If successful, they'll take action.
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ACTION
Experience"I'm in."
You've hit pay dirt. Customers are now engaging directly with your brand, gaining knowledge and experience. We've done everything possible to drive a positive outcome, but now they are behind the wheel.
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ASSESSMENT
Evaluation"What just happened?"
Customers now get to evaluate their relationship with your brand. Did it deliver on the promise? Did it disappoint? We need to get answers that will provide insight into our customer's assessment of the brand.
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AMBASSADOR
Loyalty"Check this out."
Now comes the defining moment. Customers share their experience, carrying the brand forward to people we could never reach. We must forge a partnership with our most loyal customers who are our best advocates... make that evangelists.
Knowing how they behave determines how we should engage.
In today's environment the customer drives the success of a brand. The 4 A's provide the framework
for a continuum of communication and decision making that spans across all points of engagement. They define
how we listen, learn, and interact with customers throughout every stage.
