Shifting customer appetites
You may like nachos, but after a plate of nachos you probably don’t immediately want any more. Your appetite for nachos is satisfied for the time being. If somebody offered you another plate at that time, you’d probably say, “No, thanks; I just had nachos and my appetite for them is satisfied for the time being.” But tomorrow you may have renewed your hunger for those delectable cheese-drenched chips. If this same person offered you nachos then, you’d probably say, “My hunger for those delectable cheese-drenched chips is renewed; therefore, I accept your offer. Thank you.” Continuing with this example, let’s say you like food other than nachos (bear with us). Even food that you don’t know too much about…
After accepting the nachos offer, this same person offers you some calamari, which you also accept. (Evidently, you like appetizers.) A week later, they offer you shrimp. And then three weeks later they offer you some tasty escargot. Prior to this you had a prejudice against snails, but now you’re willing to try them because you’ve grown to trust this fine purveyor of bold new flavors.
What are we on about?
Guiding the customer journey towards greater value
Initially, you may have thought of the random food-offering person as but a lowly nachos-mongerer. However, as this food-offerer offered you new foods, you’ve gradually been nudged out of your initial comfort zone towards new tastes.
Now, instead of simply thinking of this food-offerer as but a lowly nachos-mongerer, you think of them as an appetizer-person. Conversely, you are more valuable to this person as a customer than is somebody who buys exclusively nachos.
Want to learn more about guiding the customer towards higher lifetime value and loyalty?
View: A Closer Look at the Science Behind Coherent Path