The Importance of Fans and the Limitations of Influencer Marketing

The Importance of Fans and the Limitations of Influencer Marketing

In the world of consumerism, customers play a crucial role in evaluating products and services. It is often difficult for consumers to assess a product they have never purchased before. At this stage, the power of Concept comes into play - the ability to create a desire and make consumers want to buy. When Concept is strong, it can trigger trial purchases.

However, the evaluation process does not end with the initial purchase. The ability to make customers want to buy again is equally important. This is where Performance comes in - the power to make customers want to repurchase. When Performance is strong, it leads to repeat purchases.

It is important to note that a customer's brand experience is not limited to a single moment. It is a continuous process that extends beyond the initial purchase. This continuous brand experience, known as TMOT, is constantly overwritten and updated with each use of the product or service.

Every day, brand fans share their overwritten TMOT experiences as organic user-generated content (UGC). This content then accumulates and influences the Zero Moment of Truth (ZMOT) - the moment when consumers make purchasing decisions. ZMOT can be stimulated by both active and review-based content. Active ZMOT refers to content that flows through various channels, such as social media posts, and has a high level of exposure due to its frequency. On the other hand, review-based ZMOT refers to content that accumulates as a stockpile, such as movie reviews on Yahoo! Movies.

In this context, fan influencers play a crucial role. They contribute to both active and review-based ZMOT, effectively bridging the gap between the two. By leveraging their influence, fan influencers can help amplify the impact of both types of ZMOT content.

While fan influencers are valuable assets, it is important to understand that they have limitations. This brings us to the topic of Net Promoter Score (NPS), which is considered the gold standard of customer experience metrics. NPS measures customer loyalty and satisfaction by asking one simple question: "How likely is it that you would recommend [Organization X/Product Y/Service Z] to a friend or colleague?" Respondents rate their likelihood on a scale of 0 to 10.

Promoters, who respond with a score of 9 or 10, are loyal and enthusiastic customers. Passives, who respond with a score of 7 or 8, are satisfied but not enthusiastic. Detractors, who respond with a score of 0 to 6, are unhappy and unlikely to make future purchases or recommend the brand.

NPS surveys can be conducted in two ways: relational and transactional. Relational surveys provide a periodic pulse on how customers feel about the company overall, while transactional surveys focus on specific interactions with the company, such as a purchase or support call.

To optimize NPS surveys and gather valuable insights, it is advisable to avoid unnecessary demographic questions. Instead, focus on understanding customer satisfaction and feedback on a granular level.

In conclusion, the power of fans and their influence cannot be underestimated. They contribute to the continuous brand experience and play a significant role in shaping the Zero Moment of Truth. However, it is important to complement their efforts with a robust customer experience measurement like Net Promoter Score (NPS). By understanding customer loyalty and satisfaction, brands can make informed decisions and take actionable steps to improve their products and services.

Actionable Advice:

1. Cultivate a strong Concept and Performance to drive both trial and repeat purchases. Focus on creating a desire for your product or service and ensuring its performance meets or exceeds customer expectations.
2. Leverage fan influencers to bridge the gap between active and review-based ZMOT content. Encourage them to share their organic user-generated content to amplify its impact on consumer purchasing decisions.
3. Implement NPS surveys to measure customer loyalty and satisfaction. Use both relational and transactional surveys to gain a comprehensive understanding of how customers perceive your brand and identify areas for improvement. Avoid unnecessary demographic questions to streamline the survey process and gather more valuable insights.

By understanding the importance of fans, the limitations of influencer marketing, and the value of NPS, brands can create a holistic approach to customer experience and drive long-term success.