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Writer's pictureAndrew O'Loughlin

What is your next best offer?

My last post was on endings. But it doesn't end there. Every 'finish' in sport should be the start of something next.


Image: Netflix


๐—ฆ๐—ผ ๐˜„๐—ต๐—ฎ๐˜ ๐—ถ๐˜€ ๐˜†๐—ผ๐˜‚๐—ฟ '๐—ก๐—ฒ๐˜…๐˜ ๐—ฒ๐—ฝ๐—ถ๐˜€๐—ผ๐—ฑ๐—ฒ'?


Every successful company has an upsell. The โ€˜Next Best Offerโ€™ in their customer journey. All the good brands, membership platforms and subscription apps have realised they need to give us something else to think about and act on... as soon as one experience is concluding.


๐˜“๐˜ช๐˜ฌ๐˜ฆ ๐˜ฉ๐˜ฐ๐˜ธ ๐˜บ๐˜ฐ๐˜ถ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ต๐˜ฐ ๐˜ณ๐˜ฆ๐˜ข๐˜ค๐˜ฉ ๐˜ง๐˜ฐ๐˜ณ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ณ๐˜ฆ๐˜ฎ๐˜ฐ๐˜ต๐˜ฆ ๐˜ฑ๐˜ณ๐˜ฆ๐˜ต๐˜ต๐˜บ ๐˜ฒ๐˜ถ๐˜ช๐˜ค๐˜ฌ๐˜ญ๐˜บ ๐˜ฃ๐˜ฆ๐˜ง๐˜ฐ๐˜ณ๐˜ฆ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜น๐˜ต ๐˜ฆ๐˜ฑ ๐˜ฑ๐˜ญ๐˜ข๐˜บ๐˜ด ๐˜ฐ๐˜ฏ ๐˜•๐˜ฆ๐˜ต๐˜ง๐˜ญ๐˜ช๐˜น, ๐˜ข๐˜ฏ๐˜ฅ ๐˜š๐˜ฑ๐˜ฐ๐˜ต๐˜ช๐˜ง๐˜บ ๐˜ฏ๐˜ฆ๐˜ท๐˜ฆ๐˜ณ ๐˜ด๐˜ต๐˜ฐ๐˜ฑ๐˜ด... ๐˜•๐˜ช๐˜ฌ๐˜ฆ ๐˜ข๐˜ฏ๐˜ฅ ๐˜ˆ๐˜ฎ๐˜ข๐˜ป๐˜ฐ๐˜ฏ ๐˜ณ๐˜ฆ๐˜ค๐˜ฐ๐˜ฎ๐˜ฎ๐˜ฆ๐˜ฏ๐˜ฅ โ€˜๐˜บ๐˜ฐ๐˜ถ ๐˜ฎ๐˜ช๐˜จ๐˜ฉ๐˜ต ๐˜ญ๐˜ช๐˜ฌ๐˜ฆ ๐˜ต๐˜ฉ๐˜ฆ๐˜ด๐˜ฆโ€™, ๐˜ข๐˜ฏ๐˜ฅ ๐˜ข๐˜ญ๐˜ญ ๐˜ต๐˜ฉ๐˜ฐ๐˜ด๐˜ฆ ๐˜ค๐˜ถ๐˜ฏ๐˜ฏ๐˜ช๐˜ฏ๐˜จ ๐˜ข๐˜ฑ๐˜ฑ๐˜ด ๐˜ฉ๐˜ข๐˜ท๐˜ฆ ๐˜ข๐˜ญ๐˜ญ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜น๐˜ต ๐˜ด๐˜ต๐˜ฆ๐˜ฑ๐˜ด ๐˜ฃ๐˜ถ๐˜ช๐˜ญ๐˜ต ๐˜ช๐˜ฏ. ๐˜ ๐˜ฐ๐˜ถ ๐˜ฃ๐˜ฆ๐˜ต๐˜ต๐˜ฆ๐˜ณ ๐˜ฃ๐˜ฆ๐˜ต ๐˜ต๐˜ฉ๐˜ฆ๐˜ณ๐˜ฆ ๐˜ช๐˜ด ๐˜ˆ๐˜“๐˜ž๐˜ˆ๐˜ ๐˜š ๐˜ต๐˜ฉ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜น๐˜ต ๐˜ฆ๐˜ท๐˜ฆ๐˜ฏ๐˜ต ๐˜ต๐˜ฐ ๐˜ฃ๐˜ฆ๐˜ต ๐˜ฐ๐˜ฏ, ๐˜ณ๐˜ช๐˜จ๐˜ฉ๐˜ต ๐˜ฏ๐˜ฐ๐˜ธ, ๐˜ข๐˜ฏ๐˜ฅ ๐˜ท๐˜ช๐˜ฅ๐˜ฆ๐˜ฐ ๐˜จ๐˜ข๐˜ฎ๐˜ฆ๐˜ด ๐˜ˆ๐˜“๐˜ž๐˜ˆ๐˜ ๐˜š ๐˜ฉ๐˜ข๐˜ท๐˜ฆ ๐˜ต๐˜ฉ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜น๐˜ต ๐˜ญ๐˜ฆ๐˜ท๐˜ฆ๐˜ญ ๐˜ต๐˜ฐ ๐˜ฑ๐˜ญ๐˜ข๐˜บ.


๐—œ๐˜ ๐˜€๐—ต๐—ผ๐˜‚๐—น๐—ฑ ๐—ฏ๐—ฒ ๐˜๐—ต๐—ฒ ๐˜€๐—ฎ๐—บ๐—ฒ ๐—ถ๐—ป ๐˜€๐—ฝ๐—ผ๐—ฟ๐˜


Because when they finish our events, if it meets their expectations, they will be thinking about whatโ€™s next.


Imaginations have been captured, and a world of possibilities opens up.


๐˜๐˜ง, ๐˜ข๐˜ฏ ๐˜ฐ๐˜ฑ๐˜ต๐˜ช๐˜ฐ๐˜ฏ ๐˜ช๐˜ด ๐˜ฑ๐˜ถ๐˜ต ๐˜ช๐˜ฏ ๐˜ง๐˜ณ๐˜ฐ๐˜ฏ๐˜ต ๐˜ฐ๐˜ง ๐˜ต๐˜ฉ๐˜ฆ๐˜ฎ.


So thatโ€™s what we need to be thinking about.


Before they do.


Because they are more likely to take on that next session, run, ride, game, tournament, event or season membership if we sign them up there and then.


๐—ช๐—ต๐—ฎ๐˜โ€™๐˜€ ๐˜†๐—ผ๐˜‚๐—ฟ '๐—ก๐—•๐—”'?


โ€˜Next Best Actionsโ€™ or 'NBEs' (next best experiences) offer interactions with customers based on their historical preferences and recent behaviours.


Netflix and Spotify do it, so do Nike, and everyone else. This leads to a more personalized and relevant experience, ultimately increasing customer satisfaction, and the strength and length of the relationship.


So, don't let it finish there. Instead of letting the end of an event, a program, or a season be the end, turn it into a springboard for what's next.


Whether it's informing participants about upcoming events or enticing them with new opportunities, keep the momentum going.


๐—ฌ๐—ผ๐˜‚๐—ฟ ๐˜๐—ถ๐—บ๐—ฒ ๐—ฎ๐—ป๐—ฑ ๐—ฟ๐—ฒ๐˜€๐—ผ๐˜‚๐—ฟ๐—ฐ๐—ฒ๐˜€ ๐—ฎ๐—ฟ๐—ฒ ๐˜€๐—ฐ๐—ฎ๐—ฟ๐—ฐ๐—ฒ, ๐˜€๐—ผ ๐—ถ๐˜'๐˜€ ๐—ฐ๐—ฟ๐˜‚๐—ฐ๐—ถ๐—ฎ๐—น ๐˜๐—ผ ๐—ถ๐—ป๐˜ƒ๐—ฒ๐˜€๐˜ ๐—ถ๐—ป ๐—ฒ๐˜…๐—ฝ๐—ฒ๐—ฟ๐—ถ๐—ฒ๐—ป๐—ฐ๐—ฒ๐˜€ ๐˜๐—ต๐—ฎ๐˜ ๐—บ๐—ฎ๐˜๐˜๐—ฒ๐—ฟ, ๐—ฎ๐—ป๐—ฑ, ๐˜„๐—ฒ ๐—ธ๐—ป๐—ผ๐˜„ ๐—ฟ๐—ฒ๐˜๐—ฒ๐—ป๐˜๐—ถ๐—ผ๐—ป ๐—ถ๐˜€ ๐—ฎ ๐—ฐ๐—ต๐—ฒ๐—ฎ๐—ฝ๐—ฒ๐—ฟ ๐˜„๐—ฎ๐˜† ๐˜๐—ผ ๐—ด๐—ฒ๐˜ ๐—ฝ๐—ฒ๐—ผ๐—ฝ๐—น๐—ฒ ๐˜๐—ต๐—ฎ๐—ป ๐—ฐ๐—ผ๐—ป๐˜€๐˜๐—ฎ๐—ป๐˜ ๐—ฟ๐—ฒ๐—ฐ๐—ฟ๐˜‚๐—ถ๐˜๐—บ๐—ฒ๐—ป๐˜.


So, next time you're planning an event or activity, what's the NBE???


Because the last dance should just be the start of the next! ๐Ÿ˜



๐˜โ€™๐˜ฎ ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ๐˜ช๐˜ฏ๐˜จ ๐˜ด๐˜ฑ๐˜ฐ๐˜ณ๐˜ต๐˜ด ๐˜จ๐˜ฆ๐˜ต ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ฑ๐˜ฆ๐˜ฐ๐˜ฑ๐˜ญ๐˜ฆ ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ช๐˜ฏ๐˜ท๐˜ฐ๐˜ญ๐˜ท๐˜ฆ๐˜ฅ - ๐˜ง๐˜ฐ๐˜ณ ๐˜ญ๐˜ฐ๐˜ฏ๐˜จ๐˜ฆ๐˜ณ.


๐ŸŽพ ๐Ÿ€ ๐Ÿ ๐Ÿ‘ โšฝ ๐Ÿ‰ โšพ ๐Ÿ


๐—œ๐—ณ ๐˜†๐—ผ๐˜‚ ๐—ป๐—ฒ๐—ฒ๐—ฑ ๐˜€๐—ผ๐—บ๐—ฒ ๐—ต๐—ฒ๐—น๐—ฝ ๐˜„๐—ถ๐˜๐—ต ๐˜๐—ต๐—ฎ๐˜ ๐—ฝ๐—น๐—ฒ๐—ฎ๐˜€๐—ฒ ๐—น๐—ฒ๐˜ ๐—บ๐—ฒ ๐—ธ๐—ป๐—ผ๐˜„.

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