Whether winning new customers or fighting to try to keep and develop the value of existing customers, long-term success depends upon delivering the continual exchange of real value.
The value exchange revolves around the utility that is offered by the company in exchange for the customer’s patronage, attention or even personal data. It defines ‘what’s in it for me’ for the customer and acts as the rational, or often emotional, reason for why customers should buy your brand rather than from competitors.
Julian Measey, an acknowledged expert in Data-Driven Precision Marketing shares An interesting recent example of a brand evolving and upping their value exchange comes from the highly competitive world of Commercial Radio. Read it here