We created the ACE framework as a skeleton to help you build Purpose into your business so that it drives impact & new business, in tandem.
In this article, we're looking at how to ensure your customers are engaged by your businesses Purpose. When your customers connect with your Purpose on a personal level, they become more than just customers but powerful evangelists for your brand. Gain their loyalty and they'll reward you with advocacy.
To get you onto the right train of thought, we've pulled together some key questions to consider:
When building a Purpose that's engaging to your customers:
- Are you listening to your customer's needs?
Establishing your brand values is important, but for your customers to be engaged by your Purpose, it must strike a chord with them personally too. Consider conducting customer feedback surveys to get a deeper understanding of what your customers care about personally. The businesses that meet the needs of their customers are the ones rewarded with a share of their wallets (link to PensionBee).
- How can you engage your customers in creating positive impact through using your product/service?
How can your product become a tool through which your customers can create their own positive impact? When your customers associate your product with the reward that comes from doing a good deed, they will both personally champion your brand, and be compelled to keep coming back for more.
- Can you launch a product or feature solely committed to impact?
Consider innovative ways to measure your customers' hunger for impact. Can you release a product or feature solely committed to impact and measure its success to better understand where your customers’ interests lie and to what extent Purpose drives new business? (link to Lush)
Over the past few years, we've carried out extensive research on consumer attitudes towards Purpose in order to learn how brands can connect with today's customers on a personal level. If you'd like some advice specific to your organisation- get in touch! We'd love to see how we can help.