Identifying Ideal Digital Behaviors

Abstract

Now that you’ve defined how your organization interacts with consumers and customers (or any of the five types of relationships), it is important to compare and contrast these interactions with their ideal behaviors— those behaviors that lead to the best outcome for your organization. It may be something simple: Perhaps consumers who view online video content are more likely to purchase your products or services than those who never do, for example. Or it could be something more significant: Those consumers who actively engage the brand across both the digital and physical landscape generate greater revenue per transaction and have greater customer lifetime value than those who only engage online, for example. The process or pattern of interactions your organization uses must solicit or elicit these ideal behaviors.