One of the most effective ways to build long-term relationships with our customers is to help them become more powerful, successful and fulfilled. You can learn more about this concept from Michael Schrage. Rosetta Stone narrows in on their customers' desire to become multilingual. And they don't just sell a product or service. They commit to transform their customers.
VentureBeat: How Rosetta Stone transformed old-school loyalty into massive mobile app engagement, 2016-Jul-13, Interview of Rosetta Stone's TJ Hunter by Stewart Rogers
First thing’s first, Hunter says. “Respect the customer. And you do that by understanding what the customer’s problem is. Now decide how mobile can help you continue to solve it — not help you continue to get more users or more usage, because that’ll come naturally.”
For Rosetta Stone, it’s understanding that language learning is aspirational — users want to connect with their own heritage or culture, to travel, to advance, or change their career. And that means the company’s marketing focus is on more than just getting a customer to start the journey with a sale; they see it as a journey to motivate the user to continue using the product so that their aspirations become reality.
“Is it easy? No. In interpersonal human communication, it’s hard to understand what someone is saying and then to be able to respond,” Hunter says. “And in a marketing relationship, it’s even tougher.”
But that focus on communication is what engages customers, and turns them into the kind of fans who become evangelists for life, and keep breathing life into your app — the holy grail of marketing strategy.