Congruency of Experience

Hi everyone and welcome to Talking Points Live with me, your host, Jason S. Bradshaw. It's so great that you're taking the time out of your day to join me as we talk about an important trend, a trend that is going to help your business achieve breakthrough success in 2024. And that of course, is one of the trends that is featured in my annual report, the 2024 Breakthrough Business Success Trends. Now, you can get a copy of the report absolutely free. All you need to do is sign up for my newsletter at this URL Jason S. Bradshaw.com forward/trends and you'll be able to download a copy of the report, which covers off 15 different areas that throughout 2024 will be the differentiators between those businesses that survive and those that thrive. And I want you and your business to thrive. So let's get in to trend number one. Now, trend number one is congruency of experience. Put simply, this is how you build trust with your customers. This is how you build likability with your customers. This is how you ensure that you are attracting the right customers to your business. So what do I mean by congruency of experience? Well, if you think of every touch point that your customer has with you, your website, your call center, any mailings you might do, any advertising you might do, product packaging, the products themselves, each of the steps, each touch point that your customer has with you delivers an experience. It's more than just the transaction. Each touch point delivers an experience. And in delivering that experience, it also sets up a promise. And that promise has to be delivered on at each touch point or reinforced at each touch point. And each touch point should feel connected with, not separate to the previous touch point. So the easiest way to explain this is to talk about advertising. Let's just say you're advertising a product and you say you make some bold claim like it is the easiest toaster you will ever use. And then the customer goes to your website and is the hardest purchased experience they've ever had. Now you might think, well, hang on, the ad was about how easy the toaster was. What's the purchase experience got to do with it? Well, when you start throwing around words like easy, your customer remembers it and expects that to be a cornerstone of how your business operates, to be easy with. So let's just say that in this case your website was easy and it was really simple. Maybe it was one click or two clicks to purchase the product and then the product arrives and it's not easy. You've or it has more steps than people would reasonably expect. Again, a customer is expecting for it to be easy. So if it is truly as easy, the easiest toaster on the world, maybe it's a. Maybe it puts the bread in itself. It doesn't matter for the example, but you have to through each of these touch points, continue to reinforce that your first statement was congruent with everything that happens. Beyond that. I'm not talking about puffery, where you know, the biggest castle in the world or the biggest toy sale on earth. I'm talking about where you create expectations for your customers at every touch point past that it needs to feel that it's living up to that. Know I used the greatest toy sale on earth as an example. Target used to run every year the greatest toy sale on Earth. It was a major sales event for them. And how do you think customers would feel if they browsed the catalog or went into the store and There was only 5% of products on sale that wouldn't feel like it wouldn't be congruent with the statement the biggest toy sale on earth. If you had a 50 page catalog full of offers and you walk into a store that is really, you know, pumping with energy, there's this big event happening within the toy area, then you start to feel congruent with the messages that you've already heard. And you like that. As a consumer, we like that. So congruency of experience extends beyond just the marketing efforts. It encompasses everything within your, your customers touch points. It's about making sure that the customer's experience is a consistent one, aligned with the promises that you create and that you deliver the promises that you make to your customers. During each of those steps, it's consistently delivered on congruent with what they're expecting so that they like you and trust you. We all know and the saying people do business with those that they know, like and trust. The easiest way to have someone like you and to trust you is to do what you say you're going to do. To be congruent with what you say and what you do. Congruency of experience. It really is a pillar that will help your business achieve breakthrough success in 2024. And if you want to go a step further, think about your employees. Does the employee experience, is it a congruent one? From the job application through to the recruitment steps, through onboarding process and beyond, do you deliver a congruent experience for your employees as well? That little bit of extra effort will pay off in extended effort from your employees. Loyalty and of course, greater frontline service to your customers. Congruency of experience. That's trend number one in the 2024 business breakthrough success Trends Report. You can get a copy@jason sbrechel.com Trends go there now, download it, and be sure to leave a comment about which trend you and your business is going to focus on for the first quarter of 2024. I'm Jason S. Bradshaw. As always, if there's anything I can do to help you have breakthrough success, feel free to reach.