Today I’m pleased to share a post by Ashley Wilson.
Image courtesy of Unsplash
As a business owner, you know that your business provides great value to your customers. However, in a crowded market, new customers won’t always immediately see why they should choose you over your competitor.
The role of Aha! moments is to ensure you position your business as a valuable partner as soon as possible.
Let’s dive in and see what those moments are and why they matter.
Simply put, an Aha! moment is the moment a new user or customer realises the value of your service or product.
As soon as you make customers experience the benefits firsthand, they are well on their way to becoming loyal customers. Aha! moments elicit a stronger response than a plain sales copy, making them indispensable for a positive customer experience.
Essentially, the Aha! moment entails solving a problem or gaining a specific value.
An Aha! moment means different things in various industries, so the metrics for measuring the success of these moments will also vary.
Not all products or services can demonstrate their concrete benefits in a short time. That’s why you shouldn’t rely on a single, universal Aha! moment for the entire customer journey.
Here’s how to find potential Aha! moments.
You want insights from existing customers who achieve exceptional results with your product, so you can convey them to your prospects.
However, feedback from churned customers is just as valuable, because it allows you to see the process from a different angle and identify where you can do better.
How do your customers determine it’s worthwhile doing business with you? What counts as success or value from their perspective? How do you measure those milestones and achievements?
Compile and analyse data on churned customers and see what caused friction. At what point did they stop using your product? Did they complete the trial or onboarding process? Can you segment a specific customer group based on their behavior prior to churning?
Analysing usage and determining why some features are used more than others should give you pointers on where your product fails to present value to the user.
A customer who doesn’t quickly realise what they have to gain won’t hesitate to leave you. This impacts your churn rates, your revenue and, consequently, jeopardises your reputation and business as a whole.
However, enabling the eureka moment early on can boost your revenue; one study found that improvements to your new customer’s first five minutes with your product can generate a 50% increase in lifetime value.
Here are some simple tips to accelerate the revelation moment:
Incorporating Aha! moments into your broader customer experience strategy ensures you keep your new customer’s interest. The sooner you help them realise why they need your product, the better your business will fare in the long run.
During the sales or onboarding process, you might focus on telling your users all about the cool features and the value you offer. However, the role of an Aha! moment is for the user to experience it on their own.
This emotional, rather than rational, experience is a powerful adoption and loyalty driver. Look at your product or service through your customer’s eyes. This will help you find opportunities to delight the user by making your value proposition palpable and real.
Ashley Wilson is a content creator, writing about business and tech. She has been known to reference movies in casual conversation and enjoys baking homemade treats for her husband and their two felines, Lady and Gaga. You can get in touch with Ashley via Twitter.
This post first appeared on the ICMI blog in February, 2022. I started my career in my early 20’s working
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