spend all their time and energy on trying to lure customers to the point of purchase — and then stop investing in those customers once the transaction has been made. Owyang said an hourglass model, which places value on customers both before and after the purchase, can help grow a company’s customer base by gaining customer loyalty and promoting customer advocacy. “Individual efforts result in an incomplete customer experience,” Owyang said, referring to a diagram that shows a seven-level customer life cycle. Some of his key points for each phase:
- Use paid media to fuel awareness. If a pre-existing online community or social site can suit your needs, don’t waste time coming up with a new one.
- Foster an environment for customer consideration. Many consumers swear