We must win the customer's first right of refusal unconscious decision

TO: Product Team, Customer Service Team

CC: Management, CEO

FROM: Azleen Abdul Rahim, CMO

SUBJECT: We must win the customer's first right of refusal unconscious decision

Guys,

Azleen here. This year, you will notice that brands out there, one by one, will quietly become obsolete. They will no longer be relevant to their customers. Why? You see, customers are now being more cautious with their money. They will spend only on the products and services they truly value in either personal life, professionally or both, that solve their needs, make them happy or generate them more money. They will skip those brands that offer no substance. Yes, it is that simple.

As a marketer, I want to put this in our context. Please understand that people don’t buy from us because of our marketing efforts. They don't buy from us because our videos look sleek. Or because our CEO is a seasoned entrepreneur with decades of experience. They buy from us because the quality of what we deliver meets or exceeds their expectations.

They know that our product is really good. They know our services are top-notch and simple. They know our processes are predictable and no-brainers. They know all these because they either have experienced them before, or somebody they know has experienced them before. These are the very reasons why they come to us, and these are the very reasons why they keep coming back to us.

We have to be seriously obsessed with what we offer. Every detail you fix in the product, and every win you secure in customer service, is a concrete block in our defensive wall against competitors. This is what keeps them here with us as a customer. While we balance our marketing efforts in getting new customers to notice us, you will help make them stay once they purchase from us.

Be proactive, please. To stay relevant, we need to maintain continuous communication with our customers. This is how we keep our brand name and logo in their head. This is crucial. When any of them comes to a point where they need to buy a product or a service that we also have, we will be the first name they will think of.

I want us to earn that first right of refusal.

What does it mean? Well, it means that before these customers even think about looking at a competitor, they come to us first. Only if we say we can't do it, then only they will look elsewhere. To achieve this level, our product quality has to be excellent, our services are super great, and our user experience is out of this world. And, not to mention, our communications and engagements with them must stay consistent as well.

There are a few things I want you to execute to achieve this. Samantha will send you a calendar invite shortly for our meeting on Monday. The idea is to integrate all our efforts in ensuring that when our customers think about their health, they think of us first. Our relevance will continue to stay strong if we can execute this strategy well.

Azleen.

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