My last post was on endings. But it doesn't end there. Every 'finish' in sport should be the start of something next.
Image: Netflix
๐ฆ๐ผ ๐๐ต๐ฎ๐ ๐ถ๐ ๐๐ผ๐๐ฟ '๐ก๐ฒ๐ ๐ ๐ฒ๐ฝ๐ถ๐๐ผ๐ฑ๐ฒ'?
Every successful company has an upsell. The โNext Best Offerโ in their customer journey. All the good brands, membership platforms and subscription apps have realised they need to give us something else to think about and act on... as soon as one experience is concluding.
๐๐ช๐ฌ๐ฆ ๐ฉ๐ฐ๐ธ ๐บ๐ฐ๐ถ ๐ฏ๐ฆ๐ฆ๐ฅ ๐ต๐ฐ ๐ณ๐ฆ๐ข๐ค๐ฉ ๐ง๐ฐ๐ณ ๐ต๐ฉ๐ฆ ๐ณ๐ฆ๐ฎ๐ฐ๐ต๐ฆ ๐ฑ๐ณ๐ฆ๐ต๐ต๐บ ๐ฒ๐ถ๐ช๐ค๐ฌ๐ญ๐บ ๐ฃ๐ฆ๐ง๐ฐ๐ณ๐ฆ ๐ต๐ฉ๐ฆ ๐ฏ๐ฆ๐น๐ต ๐ฆ๐ฑ ๐ฑ๐ญ๐ข๐บ๐ด ๐ฐ๐ฏ ๐๐ฆ๐ต๐ง๐ญ๐ช๐น, ๐ข๐ฏ๐ฅ ๐๐ฑ๐ฐ๐ต๐ช๐ง๐บ ๐ฏ๐ฆ๐ท๐ฆ๐ณ ๐ด๐ต๐ฐ๐ฑ๐ด... ๐๐ช๐ฌ๐ฆ ๐ข๐ฏ๐ฅ ๐๐ฎ๐ข๐ป๐ฐ๐ฏ ๐ณ๐ฆ๐ค๐ฐ๐ฎ๐ฎ๐ฆ๐ฏ๐ฅ โ๐บ๐ฐ๐ถ ๐ฎ๐ช๐จ๐ฉ๐ต ๐ญ๐ช๐ฌ๐ฆ ๐ต๐ฉ๐ฆ๐ด๐ฆโ, ๐ข๐ฏ๐ฅ ๐ข๐ญ๐ญ ๐ต๐ฉ๐ฐ๐ด๐ฆ ๐ค๐ถ๐ฏ๐ฏ๐ช๐ฏ๐จ ๐ข๐ฑ๐ฑ๐ด ๐ฉ๐ข๐ท๐ฆ ๐ข๐ญ๐ญ ๐ต๐ฉ๐ฆ ๐ฏ๐ฆ๐น๐ต ๐ด๐ต๐ฆ๐ฑ๐ด ๐ฃ๐ถ๐ช๐ญ๐ต ๐ช๐ฏ. ๐ ๐ฐ๐ถ ๐ฃ๐ฆ๐ต๐ต๐ฆ๐ณ ๐ฃ๐ฆ๐ต ๐ต๐ฉ๐ฆ๐ณ๐ฆ ๐ช๐ด ๐๐๐๐๐ ๐ ๐ต๐ฉ๐ฆ ๐ฏ๐ฆ๐น๐ต ๐ฆ๐ท๐ฆ๐ฏ๐ต ๐ต๐ฐ ๐ฃ๐ฆ๐ต ๐ฐ๐ฏ, ๐ณ๐ช๐จ๐ฉ๐ต ๐ฏ๐ฐ๐ธ, ๐ข๐ฏ๐ฅ ๐ท๐ช๐ฅ๐ฆ๐ฐ ๐จ๐ข๐ฎ๐ฆ๐ด ๐๐๐๐๐ ๐ ๐ฉ๐ข๐ท๐ฆ ๐ต๐ฉ๐ฆ ๐ฏ๐ฆ๐น๐ต ๐ญ๐ฆ๐ท๐ฆ๐ญ ๐ต๐ฐ ๐ฑ๐ญ๐ข๐บ.
๐๐ ๐๐ต๐ผ๐๐น๐ฑ ๐ฏ๐ฒ ๐๐ต๐ฒ ๐๐ฎ๐บ๐ฒ ๐ถ๐ป ๐๐ฝ๐ผ๐ฟ๐
Because when they finish our events, if it meets their expectations, they will be thinking about whatโs next.
Imaginations have been captured, and a world of possibilities opens up.
๐๐ง, ๐ข๐ฏ ๐ฐ๐ฑ๐ต๐ช๐ฐ๐ฏ ๐ช๐ด ๐ฑ๐ถ๐ต ๐ช๐ฏ ๐ง๐ณ๐ฐ๐ฏ๐ต ๐ฐ๐ง ๐ต๐ฉ๐ฆ๐ฎ.
So thatโs what we need to be thinking about.
Before they do.
Because they are more likely to take on that next session, run, ride, game, tournament, event or season membership if we sign them up there and then.
๐ช๐ต๐ฎ๐โ๐ ๐๐ผ๐๐ฟ '๐ก๐๐'?
โNext Best Actionsโ or 'NBEs' (next best experiences) offer interactions with customers based on their historical preferences and recent behaviours.
Netflix and Spotify do it, so do Nike, and everyone else. This leads to a more personalized and relevant experience, ultimately increasing customer satisfaction, and the strength and length of the relationship.
So, don't let it finish there. Instead of letting the end of an event, a program, or a season be the end, turn it into a springboard for what's next.
Whether it's informing participants about upcoming events or enticing them with new opportunities, keep the momentum going.
๐ฌ๐ผ๐๐ฟ ๐๐ถ๐บ๐ฒ ๐ฎ๐ป๐ฑ ๐ฟ๐ฒ๐๐ผ๐๐ฟ๐ฐ๐ฒ๐ ๐ฎ๐ฟ๐ฒ ๐๐ฐ๐ฎ๐ฟ๐ฐ๐ฒ, ๐๐ผ ๐ถ๐'๐ ๐ฐ๐ฟ๐๐ฐ๐ถ๐ฎ๐น ๐๐ผ ๐ถ๐ป๐๐ฒ๐๐ ๐ถ๐ป ๐ฒ๐ ๐ฝ๐ฒ๐ฟ๐ถ๐ฒ๐ป๐ฐ๐ฒ๐ ๐๐ต๐ฎ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ, ๐ฎ๐ป๐ฑ, ๐๐ฒ ๐ธ๐ป๐ผ๐ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ถ๐ผ๐ป ๐ถ๐ ๐ฎ ๐ฐ๐ต๐ฒ๐ฎ๐ฝ๐ฒ๐ฟ ๐๐ฎ๐ ๐๐ผ ๐ด๐ฒ๐ ๐ฝ๐ฒ๐ผ๐ฝ๐น๐ฒ ๐๐ต๐ฎ๐ป ๐ฐ๐ผ๐ป๐๐๐ฎ๐ป๐ ๐ฟ๐ฒ๐ฐ๐ฟ๐๐ถ๐๐บ๐ฒ๐ป๐.
So, next time you're planning an event or activity, what's the NBE???
Because the last dance should just be the start of the next! ๐
๐โ๐ฎ ๐ฉ๐ฆ๐ญ๐ฑ๐ช๐ฏ๐จ ๐ด๐ฑ๐ฐ๐ณ๐ต๐ด ๐จ๐ฆ๐ต ๐ฎ๐ฐ๐ณ๐ฆ ๐ฑ๐ฆ๐ฐ๐ฑ๐ญ๐ฆ ๐ฎ๐ฐ๐ณ๐ฆ ๐ช๐ฏ๐ท๐ฐ๐ญ๐ท๐ฆ๐ฅ - ๐ง๐ฐ๐ณ ๐ญ๐ฐ๐ฏ๐จ๐ฆ๐ณ.
๐พ ๐ ๐ ๐ โฝ ๐ โพ ๐
๐๐ณ ๐๐ผ๐ ๐ป๐ฒ๐ฒ๐ฑ ๐๐ผ๐บ๐ฒ ๐ต๐ฒ๐น๐ฝ ๐๐ถ๐๐ต ๐๐ต๐ฎ๐ ๐ฝ๐น๐ฒ๐ฎ๐๐ฒ ๐น๐ฒ๐ ๐บ๐ฒ ๐ธ๐ป๐ผ๐.
Opmerkingen