Belongingexperiences’s Weblog

We have identified this new belonging model to help organizations build communities through the use of the acronym ACT, which stands for Attract/Connect/Trust, and reinforces the fundamental steps consumers take to develop a relationship. However, the model explores how each of these three steps can be leveraged to evolve from a functional or emotional nature to an aspirational dimension that shifts the value equation to include a strong sense of control and knowledge.The use of ACT as a verb, to take action according to key insights, and also a noun, a main division of a play or performance, reinforces the duality of the “Belonging Experience”. Since the process includes a physical asset, the acronym leverages the stage and play metaphor, where the physical setting is the backdrop to the performance, setting the stage for the act.ACT also stands for the actual performance by the actors, which is the new experience model, including the customer and the staff as active participants in the play. The verb “to act” also talks to the action-oriented nature of building a trusted relationship, and the fact that creating this relationship is not a passive process and involves various actions along the various steps of the relationship process.The following pages outline our consumer experience mapping model and processes to assist your organization by:Helping to deliver a brand experience that appeals to the cognitive, rational, and emotional dimensions of the customer’s needsAttracting, Connecting and establishing Trust with the core target group in a way that helps differentiate your offering from competitorsBeing fully integrated as part of your corporate culture and operational strengths of the organizationCreating unique brand relationships will allow organizations to retain the best customers and, as a result, be able to charge more, sell more, more often, generating stronger profits.The Belonging Ripple FactorThe service model acronym ACT is divided into six core factors that spiral out to an emotional and aspirational outward ripple:Aware: Create an impression in the blink of the eye that gives the brand permission and credibility to sell knowledge as value.Attract: Provide an environment that helps reinforce the value proposition while laying the groundwork for a sustained relationship that builds towards sales and profitability.Communicate: Developing tools that allow for a sustained relationship beyond the purchase.Connect: Creating an experience that allows for a comfortable and effective transaction for both the customer and the staff.Transact: Ensuring the experience, branding, and tools help in the sharing of control and knowledge process.Trust: Establishing a relationship, and not just a transaction, is part of how the experience needs to act as the bridge between business owner needs and those of the organization – building trust through consistent performance, and living the brand promise.The challenge in evolving the ACT “Belonging Experience” beyond the functional needs of customers is to identify the answers to the following key questions:

1. What are the various consumer touch-points with the brand and how do they influence perception and reinforce the brand promise?
2. What are the steps taken by consumers and what are their sequential values? How do they differ pending consumer target group profiles (men and women, young and old)?
3. What are the hidden need states that are not being met by the current consumer experience, and how can these be leveraged to create a true brand community?
4. How can the various stages/processes help build a total consumer experience that is meaningful and fully integrated?
5. What are the ideal communication tools and their level of importance at each of the moments of truth, throughout the ACT process?
6. What aspect or type of knowledge has significant value to customers that currently is being undervalued or not leveraged?
7. What behavioural changes are required by the front-line staff to ensure a strong sense of belonging and community?