The student will complete 4 Discussions in this course. The student will post on
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The student will complete 4 Discussions in this course. The student will post on
The student will complete 4 Discussions in this course. The student will post one thread of 200 to 300 words by 11:59 p.m. (ET) on Thursday of the assigned Module: Week. The student must then post 2 replies of at least 150 words by 11:59 p.m. (ET) on Monday of the assigned Module: Week. For each initial thread, students must support their assertions with at least 1 reference from the Rapp text and 1 biblical principle in the current APA format. Each reply must incorporate at least 1 reference from the Rapp Text. Tim Cook, Chief Executive Officer of Apple warns, “Most business models have focused on self-interest rather than customer experience.” Jeff Bezos, Founder of Amazon takes it one step further: “If you build a great experience, customers tell each other about it. Word of mouth is very powerful.” Even in the ordinary events of life—going to school, shopping, eating dinner, going to church—we experience. No, make that EXPERIENCE. We are students at Liberty University Online and we EXPERIENCE a relationship with the university. We eat at Chick-fil-A and experience dining and all the feelings (satisfaction, anticipation, etc.) that goes with it. We go to Biltmore Baptist Church and EXPERIENCE what it means to worship God as a member of a specific church community. EXPERIENCE. It makes all the difference, and organizations are finally getting it. We experience organizations. We ‘fit’ with a certain organization at a certain time in a certain place. And that ‘fit’ is determined by the EXPERIENCE shaped by multiple contacts at a variety of ‘touchpoints’ where consumer meets organization. The cashier at the grocery store—is she paying attention to you, the customer, or on the cell with a girlfriend? The usher at church—is he smiling and holding open the door, or grunting and turning away? An organization’s web page—easy to use, or difficult to navigate, and impenetrable in effect? Everything counts when we’re dealing with others. Chick-fil-A founder Truett S. Cathy realized this and decided he would set an example for his employees by showing every customer how genuinely appreciative he was that customers would select Chick-fil-A over all the other choices out there. He conveyed that serving them was sincerely a pleasure by replying to every “thank you” with a “my pleasure.” Truett believed that all people should be treated with honor, dignity, and respect no matter who they are, what they do, where they come from, or where they choose to eat. It didn’t take long before the customer stories began to spread. Nowadays, our brand benefits from the speed with which such positive comments travel on the Internet. 1. In an organization you’re involved with (summer job, internship, church, club), what kind of transforming experience would you like to provide? Discuss how providing value for customers (or members, donors, patrons, etc.) will increase the value of the organization. 2. How you can get others within the organization involved in providing that transforming iDirect experience. Now that you’re taking this course, you understand the need for all persons associated with an organization to provide a uniformly positive experience, but that’s not always easy. The store associate may be naturally ‘growly,’ and some customers make it difficult to be nice. How will you inspire/train others to be a part of that transforming experience? 3. Finally, what else can you and your organization do to capitalize on the good shared experiences to ensure repeat business, create brand ambassadors, and reach out to new customers? In answering this question, consider Rapp’s statement: “One of the most important things you can do- for your customers and also for your brand- is to maintain a committed, long-term presence that allows you to be accepted into the target consumer’s or business customer’s daily life online” (Rapp, 2010, p. 161). That is the heart of iDirect marketing.

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