Service or experience and marketing 5.0

When the owner of an integrated urban pest management company aspires to be the first option that comes to the mind of his clients, that they recommend him to other clients or that his company is recognized for its service, he must seek to convert a service into an experience. To offer experiences to customers, you must start by creating experiences in collaborators and human talent management is essential there. Aristotelian persuasion (Ethos, Logos, Pathos) and the offer is insufficient if we are not capable of creating successful experiences that we want to repeat. Some specialists point out that when talking about satisfaction and the search for an experience that engages the client, it is necessary to understand that over-delivery is the step forward that could be the difference between any service and an experience. That is why it is said that when clients look for solutions, when they find them immediately, without excuses, it will allow them to get excited and obtain an experience that they will hardly forget. The experience must include all touch points that customers may have with our service, including brand communications, sales experience, interaction with sales staff, use of the service itself, customer service, post-sales and conversations with other customers. For this, it is essential that our collaborators provide concrete and effective solutions to customers, not just answers, and that will not happen if all collaborators are not aligned to offer satisfactory experiences, based on the so-called “over delivery” which does not mean harassing customers, but 1. The customer becomes more demanding and it is very difficult to satisfy them. 2. It takes away the employee's time available to better serve customers. 3. The employee's enthusiasm for dealing with dissatisfied customers decreases. ” Noncompliance also results in wasted time throughout the organization, resulting in reduced productivity and often over costs. All of this, far from allowing us to create satisfactory experiences that want to be repeated, becomes one of the main problems in building customer loyalty, which is why building a culture of customer orientation and satisfaction is essential for the orderly and sustained growth of the organization. In accordance with what has been stated, it is also essential to build a marketing plan that has the dual goal of achieving new customers by promising superior value and sustaining current customers by delivering satisfaction and experience. Over time, the approaches have evolved based on the advancement of understanding of consumer psychology, as well as technological progress. As Philip Kotler says, we have had product-oriented marketing (1. 0), customer-oriented marketing (2. 0), human-centered marketing (3. 0), marketing in the digital world (4. 0) and now the so-called marketing 5. 0, which seeks to combine the elements of the human centrality of marketing 3. 0 and the technological impulse of marketing 4. 0. That is, it involves the application of technologies that imitate the human being to create, communicate, offer and improve value throughout the customer journey, including the use of artificial intelligence, as well as predictive algorithms. Clients of Integrated Urban Pest Management (IUPM) services aspire to a genuine connection with the provider's brand, which is why it is essential to focus on innovating the points of contact. The forms of interaction with services are now more attractive than the service itself, so the key to separating from the competition is no longer the service itself, but how customers evaluate it, buy it, use it and recommend it. In summary, we must generate a strategy that understands and addresses the competition, beyond established rivals, including clients, suppliers, possible candidates and substitute products. We must look for competitive differences, but above all a promise of achievable value and aimed at generating experiences that build loyalty among our customers. Let's get to work...