Business As A Force For Good

A company’s mission, and how they manufacture their goods are key components to making a force-for-good business, but companies also benefit the collective by connecting with the heart of their customers.

When customers feel understood and valued by a brand, through every interaction and touchpoint, not only do they become fans and help to drive revenue growth, it also generates ripple effects beyond the transaction.

A barista who seems genuinely happy to see you, an online shopping experience that feels intuitive and easy, a front desk person who remembers your name, are interactions that remind us of the joys of being human. They create a sense of connection and community, what we’re all wired for, which in turn generates more good feelings and behaviors to ripple out.

Not only does this feel good for everyone involved, it’s also a solid foundation for sustainable business growth.

Whether a business is brick and mortar, online direct-to-consumer, or selling business to business, they all have a customer journey in place and each touchpoint is an opportunity to say to the customer “we understand you, we can help you, we appreciate you.”

How can brands create an effective customer journey?

By understanding their unique selling proposition, who will most benefit from it, and then weaving thoughtful touches throughout every touchpoint.

When I was helping to grow Ma Wovens, COVID-19 hit three months post launch. While our yoga mats were beautiful and highly functional, we ran a successful ad campaign by highlighting our customers’ need at the time. The winning headline was “Seeking calm?” (a relevant headline today as well).

We could have focused on the product (ethically handwoven, organic hemp, non-toxic), and we certainly highlighted those features in our copy because they are relevant, but by focusing on their pain point (stress), we were able to garner an excellent return on ad spend ($6 in revenue for every $1 we spent on ads).

The features of an offering are relevant, of course!, but keep in mind that buying decisions are also emotional. Let the customer know that you understand their emotional need, speak to their hearts and see what blossoms.