{"id":490,"date":"2020-06-03T06:26:22","date_gmt":"2020-06-03T06:26:22","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=490"},"modified":"2020-06-03T06:27:44","modified_gmt":"2020-06-03T06:27:44","slug":"has-the-aida-model-in-the-customer-journey-become-outdated","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2020\/06\/03\/has-the-aida-model-in-the-customer-journey-become-outdated\/","title":{"rendered":"Has\u00a0the AIDA Model in the Customer Journey\u00a0become outdated?"},"content":{"rendered":"<p>125 years is a long amount of time.\u00a0The <strong>AIDA<\/strong> model was developed by the American businessman, <b>E. St. Elmo<\/b>\u00a0<b>Lewis<\/b>, in <b>1898<\/b>. The original purpose was to optimise sales calls, specifically the interaction between seller and buyer concerning the product.<\/p>\n<p>Just to expand on the acronym(and the obvious):<\/p>\n<ul>\n<li><span style=\"font-family: tahoma, sans-serif;\"><b>A = attract<\/b><\/span><\/li>\n<li><span style=\"font-family: tahoma, sans-serif;\"><b>I = interest<\/b><\/span><\/li>\n<li><span style=\"font-family: tahoma, sans-serif;\"><b>D = desire<\/b><\/span><\/li>\n<li><span style=\"font-family: tahoma, sans-serif;\"><b>A = action<\/b><\/span><\/li>\n<\/ul>\n<div class=\"gmail_default\">Of course the <b>AIDA<\/b> model is helpful as it provides focus on each area of the customer journey. That being said, allow me a bit of purposeful provocation.<\/div>\n<div class=\"gmail_default\"><\/div>\n<div class=\"gmail_default\">Let&#8217;s look at a few reasons why the <b>AIDA<\/b> model is up for scrutiny:<\/div>\n<div><\/div>\n<div>&#8211; Post the &#8216;<b> action<\/b> &#8216; stage, the <b>brand<\/b> is not engaging or conversing with the customer. There is nothing happening after the purchase. In the context of how important <b>customer retention<\/b> and <b>loyalty<\/b> is for <b>marketers<\/b>, this is a pain point.<\/div>\n<div><\/div>\n<div><span style=\"font-family: tahoma, sans-serif;\">&#8211; In fact, the majority of actions taken by users on <\/span><b style=\"font-family: tahoma, sans-serif;\">social media<\/b><span style=\"font-family: tahoma, sans-serif;\"> when it comes to reaching out to a<\/span><b style=\"font-family: tahoma, sans-serif;\"> brand<\/b><span style=\"font-family: tahoma, sans-serif;\"> involve <\/span><b style=\"font-family: tahoma, sans-serif;\">experience<\/b><span style=\"font-family: tahoma, sans-serif;\"> (aka they\u2019ve already interacted with your brand) and for <\/span><b style=\"font-family: tahoma, sans-serif;\">customer service<\/b><span style=\"font-family: tahoma, sans-serif;\"> issues (aka they\u2019re already a customer).<\/span><\/div>\n<div><\/div>\n<div>Pl refer to the below infographic from <b>Sprout Socia<\/b>l on &#8216; <b>why consumers message a brand on social media &#8216;:<\/b><\/div>\n<div><\/div>\n<div><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-491\" src=\"https:\/\/www.sureshdinakaran.com\/blog\/wp-content\/uploads\/2020\/06\/Sprout-Social-Infographic-on-Conversational-Marketing.png\" alt=\"\" width=\"657\" height=\"610\" \/><\/div>\n<div><\/div>\n<div>\n<div class=\"gmail_default\"><span style=\"font-family: tahoma, sans-serif;\">The prognosis is that on social media, nearly <strong>96 percent<\/strong> of people contact a brand\u00a0<strong>beyond AIDA<\/strong>, assuming they\u2019re already a customer.<\/span><span style=\"font-family: tahoma, sans-serif;\"><br \/>\n<\/span><\/div>\n<\/div>\n<div><\/div>\n<div>\n<div class=\"gmail_default\"><span style=\"font-family: tahoma, sans-serif;\">&#8211; The AIDA model was constructed during a phase wherein we were in a\u00a0 &#8216; <b>Caveat Emptor<\/b> &#8216; or <b>Buyer Beware <\/b>situation. We are now in a &#8216; <b>Caveat Venditor<\/b> &#8216; phase or <b>Seller Beware <\/b>mode. All the more reason for brands to be in continuous engagement and conversation post action\/purchase.<\/span><\/div>\n<div class=\"gmail_default\"><span style=\"font-family: tahoma, sans-serif;\">\u00a0<\/span><\/div>\n<div class=\"gmail_default\"><span style=\"font-family: tahoma, sans-serif;\">&#8211;\u00a0<\/span><span style=\"color: #000000; font-family: tahoma, sans-serif;\"><span class=\"gmail-s1\">In an increasingly commoditised world, <\/span><b>Customer Experience<\/b> is your best product.<\/span><\/div>\n<\/div>\n<div>\n<div><\/div>\n<div class=\"gmail_default\"><span style=\"color: #000000; font-family: tahoma, sans-serif;\">&#8211;\u00a0<\/span><span style=\"color: #000000; font-family: tahoma, sans-serif;\">Incredible, <b>always on accessibility<\/b> has driven consumers to <span class=\"gmail-s1\">crave experiences that are both instant and convenient.<\/span><\/span><\/div>\n<div class=\"gmail_default\"><span style=\"color: #000000; font-family: tahoma, sans-serif;\">\u00a0<\/span><\/div>\n<div class=\"gmail_default\"><span style=\"color: #000000; font-family: tahoma, sans-serif;\">&#8211;\u00a0<\/span><span style=\"font-family: tahoma, sans-serif;\"><span style=\"color: #000000;\">Experiences are no longer between the company and the customer.<\/span> <span class=\"gmail-s1\"><span style=\"color: #000000;\">Any customer experience can become <b>public news<\/b> overnight.<\/span><\/span><\/span><\/div>\n<\/div>\n<div><\/div>\n<div>\n<div class=\"gmail_default\"><span style=\"font-family: tahoma, sans-serif;\"><span class=\"gmail-s1\"><span style=\"color: #000000;\">&#8211;\u00a0<\/span><\/span><span style=\"color: #000000;\">Because it\u2019s easy enough to find a great product for a decent price these days. <\/span><span class=\"gmail-s1\">What\u2019s harder to find is a <b>seamless, customer-centric brand experience<\/b>.<\/span><\/span><\/div>\n<div class=\"gmail_default\"><\/div>\n<div class=\"gmail_default\"><span style=\"font-family: tahoma, sans-serif;\">&#8211;\u00a0<span style=\"color: #000000;\"><span class=\"gmail-s1\"><b>Brand Loyalty <\/b><\/span>is on the decline. We are in a \u201d<span class=\"gmail-s1\"><b>Switching economy<\/b><\/span>\u201d.\u00a0<strong>86%<\/strong> of customers would <strong><span class=\"gmail-s1\">pay more <\/span><\/strong>for a <strong>better customer experience<\/strong>(<b>Kolsky<\/b>).<\/span><\/span><\/div>\n<\/div>\n<div><\/div>\n<div>\n<div class=\"gmail_default\"><span style=\"font-family: tahoma, sans-serif;\"><span style=\"color: #000000;\"><span class=\"gmail-s1\">&#8211;\u00a0<\/span><\/span><\/span><span style=\"color: #000000; font-family: tahoma, sans-serif;\">The biggest thing missing when <b>brands<\/b> manage the <b>customer journey<\/b>? <b>Conversations.<\/b><\/span><\/div>\n<div class=\"gmail_default\"><\/div>\n<div class=\"gmail_default\">So, how do we look at a model that can replace <b>AIDA<\/b>? You must have heard of &#8216; <b>Conversational Marketing<\/b> &#8216; &#8211; this is more on the lines of <b>ACCA<\/b>:<\/div>\n<\/div>\n<div class=\"gmail_default\"><\/div>\n<div>\n<div class=\"gmail_default\"><b>A: attract<\/b><\/div>\n<div class=\"gmail_default\"><b>\u00a0<\/b><\/div>\n<div class=\"gmail_default\"><b>C: convert<\/b><\/div>\n<div class=\"gmail_default\"><b>\u00a0<\/b><\/div>\n<div class=\"gmail_default\"><b>C: close<\/b><\/div>\n<div class=\"gmail_default\"><b>\u00a0<\/b><\/div>\n<div class=\"gmail_default\"><b>D: delight<\/b><\/div>\n<\/div>\n<div><\/div>\n<div>\n<div class=\"gmail_default\">The below <b>infographic<\/b> devised by <b>B Squared Media <\/b>is self explanatory.<\/div>\n<\/div>\n<div class=\"gmail_default\"><\/div>\n<div><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-492\" src=\"https:\/\/www.sureshdinakaran.com\/blog\/wp-content\/uploads\/2020\/06\/B-Squared-Conversational-Marketing-Infographic.png\" alt=\"\" width=\"1024\" height=\"572\" \/><\/div>\n<div><\/div>\n<div>Think of <strong>conversational marketing<\/strong> as having real-time conversations with your would-be or actual customers.<\/div>\n<div><\/div>\n<div>Additionally, you might want to check out this feature in <strong>BrandKnew<\/strong> on <strong>Conversational Marketing<\/strong> at\u00a0<a href=\"https:\/\/www.brandknewmag.com\/does-your-2020-marketing-strategy-include-conversational-marketing\/\">https:\/\/www.brandknewmag.com\/does-your-2020-marketing-strategy-include-conversational-marketing\/<\/a><\/div>\n<div><\/div>\n<div>The model is still pretty simple. Each part of the <strong>customer journey<\/strong> allows for\u00a0<strong><em>conversations<\/em><\/strong> between you and your would-be (or actual) customers. And if we think about <strong>customer experience<\/strong>, <em>that\u2019s<\/em>\u00a0what sets the superior <strong>brands<\/strong> apart.<\/div>\n<div><\/div>\n<div>Everyone knows when they are dealing with a customer centric brand. It shows. You can <strong><em>feel<\/em> <\/strong>it. Sure you can go deep and crazy with customer experience but, you can also focus on conversations.<\/div>\n<div><\/div>\n<div><strong>Conversations are the ignored, low hanging fruit of almost every business.<\/strong><\/div>\n<div><\/div>\n<div>Just to let you in on a little secret: all of the <strong>marketing buzzwords(influencers! loyalty ! revenue !)<\/strong> <strong>live inside of customer care<\/strong> efforts and for some inexplicable reason, most <strong>brands<\/strong> are completely overlooking this part of the journey.<\/div>\n<div><\/div>\n<div>The script to write for <strong>brands<\/strong> and <strong>marketers<\/strong> in organisations is to move from ROI (in the conventional sense) to <strong>ROE( Return on Experience).<\/strong> And any kind of transformative customer experience begins with an <strong>engaging employee experience.\u00a0<\/strong><\/div>\n<div><\/div>\n<div>In a <strong>culture of immediacy<\/strong>, people are becoming ever-more impatient when it comes to their transactions and <strong>brand<\/strong> engagement.<\/div>\n<div><\/div>\n<div><strong>Some Food For Thought<\/strong><\/div>\n<div><\/div>\n<div>\n<p class=\"p1\">&#8211; More than half of consumers (55 percent) have intended to conduct a business transaction or make a purchase, but decided not to because of a poor service experience- <b>American Express<\/b><\/p>\n<p class=\"p1\">-89 percent of consumers have stopped doing business with a company after experiencing poor customer service- <b>RightNow <\/b><b>Customer Experience Satisfaction Report<\/b><\/p>\n<p class=\"p1\">-50 percent of consumers give a brand only one week to respond to a question before they stop doing business with them. &#8211; <b>RightNow Customer Experience Satisfaction Report<\/b><\/p>\n<\/div>\n<div>&#8211; A 10% increase in customer retention levels increases the value of a company by 30%- <strong>Bain &amp; Company<\/strong><\/div>\n<div><\/div>\n<div>&#8211; You need to get to the future, ahead of your customers, and be ready to greet them when they arrive\u201d- <strong>March Benioff, CEO, Salesforce.com<\/strong><\/div>\n<div><\/div>\n<div>Before I sign off, some <strong>customer experience<\/strong> benchmarks that are worthy of emulation would include:<\/div>\n<div><\/div>\n<div><strong>Walt Disney<\/strong>: Stooping To Excellence<\/div>\n<div><\/div>\n<div><strong>ACE Hardware<\/strong>: Helpful Hardware People<\/div>\n<div><\/div>\n<div><strong>Ritz Carlton<\/strong>: Ladies and Gentlemen serving Ladies and Gentlemen<\/div>\n<div><\/div>\n<div><strong>Amazon<\/strong>:Building the earth\u2019s most customer centric organisation<\/div>\n<p>&nbsp;<\/p>\n<p>A <strong>contrarian view<\/strong> as I hang up:<\/p>\n<p>The truth is of course is that there is no journey. We are arriving and departing all at the same time: <strong>David Bowie<\/strong><\/p>\n<p><strong>ENDS<\/strong><\/p>\n<p><strong>https:www.groupisd.com\/story<\/strong><\/p>\n<p><strong>https:www.brandknewmag.com<\/strong><\/p>\n<p><strong>https:www.brandknew.groupisd.com<\/strong><\/p>\n<p><strong>https:www.weeklileaks.com<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>125 years is a long amount of time.\u00a0The AIDA model was developed by the American businessman, E. St. Elmo\u00a0Lewis, in 1898. The original purpose was to optimise sales calls, specifically the interaction between seller and buyer concerning the product. Just to expand on the acronym(and the obvious): A = attract I = interest D = &hellip; <a href=\"https:\/\/www.sureshdinakaran.com\/blog\/2020\/06\/03\/has-the-aida-model-in-the-customer-journey-become-outdated\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Has\u00a0the AIDA Model in the Customer Journey\u00a0become outdated?&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[659,175,658,666,49,14,660,673,442,443,664,670,669,667,64,112,662,661,653,663,655,671,130,435,13,492,650,672,656,651,652,665,668,16,657,654,303],"class_list":["post-490","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-aida","tag-amazon","tag-b-squared-media","tag-brand-engagement","tag-brandknew","tag-brands","tag-buyer-beware","tag-buzzwords","tag-caveat-emptor","tag-caveat-venditor","tag-consumers","tag-conversational-marketing","tag-conversations","tag-culture-of-immediacy","tag-customer-experience","tag-customer-journey","tag-customer-loyalty","tag-customer-retention","tag-delight","tag-e-st-elmo-lewis","tag-hardware","tag-influencers","tag-isd-global","tag-loyalty","tag-marketers","tag-marketing-strategy","tag-return-on-experience","tag-revenue","tag-ritz-carlton","tag-roe","tag-roi","tag-seller-beware","tag-service-experience","tag-social-media","tag-sprout-social","tag-walt-disney","tag-weeklileaks"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/490","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/comments?post=490"}],"version-history":[{"count":3,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/490\/revisions"}],"predecessor-version":[{"id":495,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/490\/revisions\/495"}],"wp:attachment":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/media?parent=490"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/categories?post=490"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/tags?post=490"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}