Find
Finding is about being visible and findable for potential customers. After all, unknown makes unloved. In this phase, realizing the desired brand awareness and brand image are central. It is the phase in which customers discover your organization, brand and service and get to know it. It is important to be emphatically present with good information in that first awareness and orientation phase of the customer. So that you are and remain a serious option for the customer in the next phases of his purchasing process.
To tempt
Once the customer has found and knows your organization, brand or offer, the next step is to entice the customer to further orientate themselves. In this phase, it is about informing and inspiring the customer. The focus is on the emotional needs of the customer and the brand values and brand experience that you want to convey. The goal is to inform people well and make them enthusiastic, so that they seriously consider your solution and vision as the 'best choice' and include it in their comparisons.
To transport
The customer knows your organization and offer and knows that his question is supported. In this phase it is important to motivate the customer to take the desired action, so do it! Think of contacting, referring, requesting, registering and entering into conversation. In other words: realizing the desired conversion. In this phase you continuously look and test how you can lower the conversion threshold by, for example, a professional and friendly customer service desk, responsive website with a smart online dialogue, better information, extra quality guarantees or offering extra benefits for the customer ( unique buying reasons ).
Connect
After recruiting the customer, the customer's goal philippines mobile number list remains central in the care and support phase ('use phase'). By keeping the customer's dreams, wishes and needs in mind. Customers want to participate in society, get better, have a better quality of life, etc. With good care and service, customized processes and sincere attention in all phases of the customer journey. Because (very) satisfied customers ultimately become (brand) ambassadors of the organization. This phase focuses on customer loyalty and stimulating ambassadorship.
Also read: Does orientation and purchasing behavior change as a result of Web 2.0 and 3.0?
The 4V model is further filled in per phase using the 4V strategy diagram. This concerns the goal that you want to achieve in that phase, the central message/proposition in that phase, the choice of online and offline channels and media, the degree of personalization, the key performance indicators (KPIs) that you use in that phase and the available budget that you use. An example of a 4V strategy diagram is shown below. You can adjust this diagram to your own insight.