The 4E model: building customer relationships
Posted: Sat Jan 25, 2025 10:40 am
The 4E model is a modern approach to marketing that focuses on customer emotions and experiences. It consists of the following elements:
Experience (Experiencia)
A key aspect is to create valuable and memorable experiences for customers. This includes not only the interaction with the product, but also all touchpoints with the brand, such as kenya email list customer service and the purchasing process. Companies must ensure that these experiences are positive and rewarding, which increases the chances of customer loyalty. Examples of innovative experiences are interactive content, mobile applications or the use of AR (augmented reality) and VR (virtual reality) technologies, which can provide memorable experiences.
Exchange (Intercambio)
In the 4E model, the exchange of value between the customer and the company is key. Customers are willing to pay more for a better experience, which they perceive as more valuable than the price of the product itself. This approach suggests that companies must take care of their online presence and respond to customer needs. Integrating different sales channels and having an active presence on social media are essential to building relationships and raising brand awareness.
Commitment (Commitment)
Customer engagement is the process of building relationships that go beyond a one-time purchase. Companies can achieve this by creating communities around their brand, organizing events, interactive marketing campaigns and actively using social media to communicate with customers. Engaging in a dialogue with customers and collecting their feedback allows you to better tailor your offering to their expectations.
Emotional value (Capital)
Emotional value refers to how customers perceive a brand on an emotional level. A strong brand not only sells products, but also creates deep connections with its customers, who become its ambassadors. An example of this is Nike, which not only sells sports shoes, but also engages its customers through a variety of sporting events and active lifestyle campaigns. As a result, customers identify with the brand and are willing to recommend it to others.
Experience (Experiencia)
A key aspect is to create valuable and memorable experiences for customers. This includes not only the interaction with the product, but also all touchpoints with the brand, such as kenya email list customer service and the purchasing process. Companies must ensure that these experiences are positive and rewarding, which increases the chances of customer loyalty. Examples of innovative experiences are interactive content, mobile applications or the use of AR (augmented reality) and VR (virtual reality) technologies, which can provide memorable experiences.
Exchange (Intercambio)
In the 4E model, the exchange of value between the customer and the company is key. Customers are willing to pay more for a better experience, which they perceive as more valuable than the price of the product itself. This approach suggests that companies must take care of their online presence and respond to customer needs. Integrating different sales channels and having an active presence on social media are essential to building relationships and raising brand awareness.
Commitment (Commitment)
Customer engagement is the process of building relationships that go beyond a one-time purchase. Companies can achieve this by creating communities around their brand, organizing events, interactive marketing campaigns and actively using social media to communicate with customers. Engaging in a dialogue with customers and collecting their feedback allows you to better tailor your offering to their expectations.
Emotional value (Capital)
Emotional value refers to how customers perceive a brand on an emotional level. A strong brand not only sells products, but also creates deep connections with its customers, who become its ambassadors. An example of this is Nike, which not only sells sports shoes, but also engages its customers through a variety of sporting events and active lifestyle campaigns. As a result, customers identify with the brand and are willing to recommend it to others.