UnSelling by Scott Stratten & Alison Kramer

Author:Scott Stratten & Alison Kramer
Language: eng
Format: mobi
ISBN: 9781118943021
Publisher: Wiley
Published: 2014-09-14T14:00:00+00:00

Chapter 32

Pivot

When we looked at pulse, we saw how each interaction between a brand and customer could move the pulse line up or down. There was never a neutral brand experience, and these experiences ranged from direct contact with a frontline salesperson to social media direct and indirect interactions. Most of the time, these pulse points create small changes up or down, and they cumulatively create an overall experience that puts individuals in varying degrees of happy places with your brand, ranging from a flatline to open-to-competition, and from a current customer to an ecstatic one.

Every once in a while, however, we see a big change in the pulse, where the contact is so extraordinary that the line changes directions dramatically. We call this a pivot point.

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