Your next task here is to keep new customers coming back, along with your established and previous customers. By defining your customer's "Magic Moment," you can help ensure your current customers and a steady stream of new customers will keep coming back! We will focus on the nuts and bolts of defining your customer's "Magic Moment" and implementing a successful strategy to help you get the most out of this concept.
What Is My Customer's "Magic Moment?"
Simply, the Magic Moment is the proverbial marketing rubber meeting the road. This is where your customer experiences all the wonders of your marketing message. Here all your efforts in marketing, branding, and positioning of your company and products become a reality!
Often, tangible offerings to the marketing place are the Magic Moment experience for the client/customer. What is magical about your business, atmosphere, product, and service that helps set you apart in the market? What about your team?
This Doesn't Apply to My Business:
You may feel this 'magic moment' is a bunch of marketing hocus pocus and it could not apply to your business. Pay attention here. In very few certain circumstances, I would agree with you. You would be correct if you have a monopoly on a good or service and could not care less what your customer experiences (think about your last experience at the Bureau of Motor Vehicles).
But if your business is not the Bureau of Motor Vehicles, this magic moment concept can likely be applied to your business. So, you should not let that sort of thinking stifle your creativity. Believe me when I say:
"There is a 'magic moment' for every service and manufacturing business out there, no matter how mundane or a commodity like the offering is."
How To Define Your Customer's "Magic Moment"
To recap, your customer magic moment occurs when your marketing message is felt or experienced by the customer on a very real, personal, tangible level. It should excite emotion and drive action. Your magic moment is what is special about your place, your product, and/or your service.
The following are some suggestions on how to begin the analysis of determining your customer's magic moment.
Download the full article to learn the steps of Magic Moment Determination
Benefits:
You and your customer have many benefits when you have clearly defined your customer's 'magic moment.'
- Encourages frequent purchases and visits – Anything that increases the frequency of customer visits to your business is a GOOD thing.
- Rewards customers – Your customers will get both an intangible and tangible reward for their patronage.
- Focus and communication – By knowing your customer's 'magic moment', you and your staff can stay focused on delivering and communicating said values to your customer.
- Stand out amongst all your competitors for your customer's dollar – Your customer has many choices competing for his business. When your customer regularly experiences his magic moment at your business, you have gone a long way in securing his current and future business.
Action Steps with the Team:
- Survey your business sector or industry. Can you identify magic moments among your competitors? Name some. Discuss.
- Survey your customers to see if they experience magic moments at other suppliers, vendors, and/or retail establishments, even in unrelated industries and markets. Ask your customers what some of the features of these magic moments are. On the opposite perspective, ask your customers what features turn them off in their dealings with other businesses.
- Develop sales baselines before the implementation of your magic moment program. Monitor its impact periodically after implementation. Have your sales grown? Are you meeting your expectations? If not, what can you do to tweak the program?
- Develop methods to collect and analyze information collected from your magic moment program. Disseminate your findings to your key staff. To your customer, if applicable.
