W&F Issue 5 2018

Wealth & Finance International - Issue 5 2018 25 Could your Business Tolerate a Good Ending? How do you design a good ending? These are the characteristics present in a good consumer ending. It should be consciously connected to the rest of the experience. Through emotional triggers. That are actionable by the user. In a timely manner. Consciously Connected For example, the consumer should have a similar branded experience at the beginning and end of the engagement. The same narrative voice should off-board them from the service, with similar principles and tone of voice as on-boarding them. Emotional Triggers The emotional triggers that communicate benefits of a service should be repeated at the off-boarding. Providing an opportunity for the consumer to personally reflect on the experience gained while a customer. Actionable The consumer needs to recognise stages of leaving. Acknowledging each one with clear actions. Installing personal responsibility in the process. Timely Manner The desired efficiency required in the multiple engagement model should make off-boarding a seamless experience. Business won’t have the luxury of delaying people’s departure from services. Heavy handed retention teams will need to be replaced with more strategic approaches. The multiple engagement model won’t tolerate bad endings. Joe Macleod