GX Framework
Section IIIE: Global LEGS
Once they take their bag and walk out of your doors.
It's goodbye. Forever.
You have all the other pieces, so you're already a global brand.
Now we need to connect all of our inbound customers and build a global community. This community will be your fans and your evangelists. They will be the ones to talk about you and ultimately BRING you to their own countries.
SNS, events, campaigns, mailing lists and full-time engagement will be the way to build and connect this community. Give them each other.
Let's change that "Goodbye" to "See you next time!"
Until now, we focused on getting your brand ready to handle inbound customers (voice, face, heart), then we invested in PR to grab as many as possible (arms).
If the customer mentions that they're going from Tokyo to Kyoto on this trip, your Tokyo staff need to let them know about your Kyoto shop. If they're going from Kyoto back to Germany, your staff need to let them know about your overseas EC and international shipping.
There needs to be a seamless flow in and around your brand's ecosystem. This will gather the community and give them a home. Your KPI's will change from inbound sales to inbound LTV.
When you have a strong global community, you will get inbound repeaters. These are your legs. Let's run as far as we can with them and go outbound.
So you might have been reading this and learning about all the different pieces. We have the voice, the face, the heart, the arms, and the legs. We're still missing a pretty big piece!
The body.
YOU.