Making fantastic product experiences happen and doing it well does create Customer Value Acceleration that can lead to significant shareholder growth for large global corporates. Have you, or could you lead and inspire this kind of change? Try the Adobe quiz.
Driving CX means constant brands and their people must have a devotion to their purpose, ‘being there’ for all customers, across all channels – in the key search micro-moments, – throughout the purchase process – and throughout service usage, (so often under-represented) to ‘stand the brand’, drive all-important ‘actual-experience’ and therefore the ‘influence-perception’ of others.
Put another way, the corporate must orientate itself to maximize the value from all customers, at all times, in all channels. – operational excellence (process and costs at a minimum which is highly scalable) – creative automated communications – creative human interactions that pack a punch
In either view, this is where Adobe Experience Cloud* is essential, to maximize Customer Value Acceleration. #CVA (*other enterprise-level comms, CX, data and creative “customer value tech stacks” are available…, but not as leading-edge)
Google’s Christmas Shoppers – 4 Typologies with different buying behaviour. You can be sure that all 4 types use their Smartphones!
“First they research, then they buy.” In fact, all 4 types spend more than 50% of their time shopping online versus in-store.
“Last-Minute Shoppers”: 51% of them said they weren’t certain where they wanted to buy, or they had multiple retailers in mind, when they started shopping.
Source: Google/Ipsos, U.S., Omnichannel Holiday Study, Jan 2018
As we head towards 2018 and beyond… will 2020 vision be augmented?
A practical review of the changes in customer experience for the travel industry through AR and VR or what Gartner in their Top10 Tech Trends for 2018 call “Immersive Experience” has led me to the realisation that this tech trend has already arrived.
How so you might say?
Two words. PokémonGo.
One number. 100 million+ downloads.
With around 9-30 million users a day, that’s a lot of time spent on holiday looking for monsters on the beach as per the image above, or on the sightseeing tour. However, the impact on travel by end of the decade will be rather much more far reaching than that !
The extent to which your experience really is immersive will depend on your choice of intelligent digital mesh technology… So from Handset to Headgear to Headset to HeadReallyIsNowSet, here’s my view of the 4 levels of Immersive Experience that are around the corner… well actually already here !
How much of your savings and disposable income would you spend on yourbest friend?
How will the iPhone X sell at a price point that’s beyond the pocket-money of many?
I’m not for punting my bet just yet. But if Apple pull this off then it will be one of the greatest product-driven Customer Value Acceleration (CVA) initiatives of all time.
What I would just say is that there are other CVA and CX components to get right too. And whilst Apple do many of those extremely well, hmm maybe not all get the attention they fully merit. It’s skewed towards product and experience.
I mean, if you walk into a store it’s a great experience, if you have a software issue via WebChat it’s brilliantly resolved by real engineers. If you love music and you’re still hanging in there, you can subscribe to that too.
But if you don’t contact them… do they know you?
Do they know for example, whether you as an individual person are likely to buy an X?
And can they leverage that information given the common distribution system via Mobile Network Operators and MVNOs?
While Operators are queuing up to place a tiny EE or O2 logo on a gigantic technicolour Apple iPhone X ad that looks identical but says EE at one tube station and O2 at the next, maybe it simply doesn’t matter.
It may be that your best friend is actually “a phone that is all display, a physical object that disappears into the experience”. In which case, it could be any case. And any brand.
As Greg Wolfe brilliantly points out at #MarketingNation – in the last 5 years, with mobile, social and technology revolutionised, marketing within in the engagement economy has also totally revolutionised.
It’s now about authentic, personalised, relevant engagement across multiple interaction touchpoints.
What’s driving this ?
lack of attention + oversupply of stimulation
with 1/3 of individuals on Facebook every week
means delivering an authentic message is the way forward to engage with customers, make them feel they know you and care about you
and so to drive value creation.
How do we deal with this incredible problem and challenge? The art and science of being brands, customers and data together to support intelligent, authentic, relevant, timely, meaningful and yes (in the “art” context, even special relationships between individuals and brands).
How? It starts with listening…
listening for authentic understanding, fact, signals – what Google calls Micro Moments, I-want-to moments, emotions, underlying intent.
Some of that … behaviour, search, transactions, web activity is easy to track digitally, with systems & platforms … and yet still, difficult to bring together for many companies.
Emotion and true intent? Hmmm a little more tricky but not impossible. The clue here might be to use your empowered colleagues.
It’s a huge, exciting challenge. And thats only the first step. After that the intelligence has to be turned dynamically into action that will make a difference.
Done successfully, that’s a challenge worth getting up for because it delivers value to both brands and customers. #CustomerValue
Customers want to do business with brands they have a relationship with.
As #Wunderman found in their study, shown in the photo, 79 % of us want to buy from “brands that care about me”.
Does your organisation measure customer experience? Or customer value?
Many companies seeking to gain competitive advantage though Customer Experience (CX). Why? Because it drives profitability and shareholder value creation. It is said that by 2020 CX may be the No.1 differentiator of brands.
The reasons are well documented – repeat business, recommendation, the growing importance of consumer power, increases in consumer expectations driven by some of the new ‘digital unicorns’.