When one looks into other worlds, one can oftentimes observe things working in an entirely alien environment. Yet we can draw comparisons and analogies as to what can two vastly different worlds have in common, the answer may sometimes be so obvious it surprises us. This creative strategy does exactly that, it allows the user to draw conclusions from observing, comparing and contrasting concepts, objects and ideas from vastly different fields. And from that, creating a meaningful and useful solution to a problem.
A tool that can be used to bring this technique to life is the World of Essences tool, and it consists of basically an issue or a problem an individual or firm may be facing. This problem can be represented by a simple principle such as "sales" or "recruitment". We now look outwards at the aspects of the world around us and focus on the same principle applied to different environments. Once we lock into a certain environment, we draw similarities, differences, analogies, etc.
In the specific case of a customer rewards program at Costa Vida, the main theme and principle will be "retention".
Subject: Retention
Other Worlds:
- Colleges retain students for a number of years
- Businesses often try to retain good employees
- Braces and retainers keep your teeth from moving
Solution:
When businesses seek to retain employees, it is often their strategy to increase pay or better working conditions. They can even go so far as to modify perks and benefits that will entice the employee and drive them to keep working for the same company for a larger period of time. Costa Vida can replicate the same sense of importance towards their customers. They can tailor and tweak their rewards program so that it will appeal to the sort of demographic they are mainly targeting, thus improving customer retention in an important area.
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