The Connected Customer
Part 5 | The coach behaviour strategy
Blogs in this series
Part 5: The Coach Behaviour Strategy
The third connected strategy
In this fifth blog in our series on connected customers, we take a look at the coach behaviour strategy companies can adopt to build much deeper relationships with customers. This strategy is one of four connected strategies taken from the 2019 book "Connected Strategy” by Siggelkow and Terwisch.
What is the coach behaviour strategy?
The third connected customer strategy is called the “coach behaviour” customer experience. With this strategy, the organisation takes the decision to be more proactive in the relationship.
This strategy is outlined in the diagram below.
Diagram from "Connected Strategy” by Siggelkow and Terwisch.
How does the coach behaviour strategy work?
The challenge of customer inertia
This strategy is particularly effective when customers want to take action or buy a product or service but something gets in the way. This could simply be inertia. For example, imagine a customer that wants to lose weight. Customers may find it challenging to stick to a diet or exercise programme. This is where the coach behaviour strategy is effective.
Overcoming hurdles by encouraging customer behaviour
As illustrated in the above diagram, this strategy does not focus on providing a set of product or service options. The organisation is trying to change the behaviour of the customer. Therefore this strategy reminds or recommends that the customer takes action. It is then up to the customer to take that action. Taking action regularly upon being prompted or reminded will drive behavioural change. While it is the customer who ultimately decides to take action or go to the gym, this doesn't happen without the “coach” continually prompting the customer to take action at the right time.
Creating a community of peer to peer encouragement
Often this strategy is backed up by peer to peer exchanges where customers can celebrate their achievements. For example, exercise apps allow users to post how far they have run, or that they have completed an exercise programme. Their peers on the platform can then congratulate them or like their post.
For more information on how we have helped our clients to implement the coach strategy, get in touch.