Speaker defines "activation points" as the concrete milestones in a service offer (usually two to three) — examples: approving scripts, shooting content, and delivering/scheduling final assets. The speaker argues that strong customer service and accelerating customers through these activation points (shortening time from payment to received value) increases retention and satisfaction because delays cause customers to lose interest.
Chapters
So it's like. And for anybody who doesn't know what an activation point is, it's like, usually you have two to three of them in your offer, right? So, like, hey, we're going to create content for you. Activation point number one might be, you know, we give you the scripts, you approve them. Number two might be that we shoot the content, and number three is that we deliver it and then we either schedule it for you or we give it to you, so then you can approve it. And I think what a lot of people kind of lack sometimes is, I think just having a really good customer service and B, trying to get them through that activation, those activation points as quickly as possible. Because if you can shorten that time of, like, when they pay you to, when they get value, then they're going to stick with you for a lot longer. And I think sometimes, you know, we've all bought something or paid for something or paid for a service, and like, it took forever to get it. You kind of lose interest in that period. And so the quicker you can give them something of value, the better it is, the happier they are.
