One of the things I stress in a Customer Touchpoint Assessment (here’s the process, so you can do it yourself-or see below) is the need to make every single element of your interaction with your network into something remarkable.
That’s part 1.
You know that being remarkable is the key to success in an attention economy.
But, there’s a ‘never stop marketing’ component to the touchpoints as well.
Namely, that, over time the remarkable becomes the commonplace.
My friend Josh uses a great, customized voice mail system. When I call him, his voice mail says “hey, Jer, I bet you would be proud of me for doing this.”
And he’s right, I was.
The first time. Even the fifth time.
But, by the 30th time, I know what I’m going to get. It’s not so remarkable anymore.
As Seth Godin writes, the “amazing becomes the expected.”
Is it too bad that you can’t just do it once and forget about it?
Yes, it is.
And I’m sorry that it’s so much work.
For all of us.
So, now we all have two choices
- complain about the way the world is
- go out and change something from expected to remarkable