from customers yourvoiceEuropean vps hostingGodaddy coupons new domainrightsegmentexpertstheredeliver on”take what

All posts by danielle@macinnismarketing.com.au

Show me you understand me and create moments that matter.

By | branding, customer centric marketing, Customer experience, Uncategorized | No Comments

It is often when we are in holiday mode that we get the chance to look at everyday activities and interactions with an open mind. I love the chance to slow down but even with the change of pace I still can’t help keeping an eye out for marketing ideas.IMG_0725
The biggest point of difference going forward for all businesses is the customer experience and being able to show your value, show that you know your audience and deliver some special insights that delight them. Learn more here re predictions for 2015.
While I was having a cup of tea these holidays I came across this tea bag. Each one had a different saying on the tea bag ticket. What a clever and simple way to show that Tetley actually understood that having a cuppa is a moment in time, an experience that we want to escape, reset and enjoy, not just a beverage. Every product and service can use this customer insight to create those moments that matter, that set them apart from others.

We have been staying in a holiday cottage by the sea and the owners have gone to great lengths to think of those creature comforts that make the memories we share here special. Little things like a selection of CDs, magazines, hot water bottles, dominos, extra cushions and blankets, tea and coffee and condiments. They have even developed a little guide for activities and how to get down the the water via a track only known to residents.

Creature comforts

Creature comforts

Gartner has found that for most brands, 80% of your future income will come from your existing customer base. This is why the most brilliant marketers focus their efforts on customer satisfaction strategies.

How do you show your customers that you understand them and create moments that matter? Love to know?

2015 Marketing predictions

By | customer centric marketing, Customer experience, Uncategorized | No Comments

digital-marketing-predictions-infographicCustomer Think recently had a great article on the predictions for 2015. We as customers know more and expect more.The most forward thinking small businesses will win the race for loyal customers. Price and product are likely to decrease in importance and customer experience will increase in importance and the impact it has on competitive advantage. I would like to add my own take on these for small business owners.
Strategy-chart by WalkerInfo.com
1. We will use data to predict our customers behaviour
“The customer of 2020 will be more informed and in charge of the experience they receive. They will expect companies to know their individual needs and personalize the experience. Immediate resolution will not be fast enough as customers will expect companies to proactively address their current and future needs.To be relevant in 2020, companies must focus on leveraging big data to create a single source of truth and making customer intelligence accessible throughout the enterprise. Companies must consider “insight generation” as a sales enablement function and emphasize proactive and personalized customer support to effectively grow and retain customers.” Tony Zambito
4. Personalising or humanising the customer journey will be a competitive advantage

“B2B decision-makers are putting more emphasis on emotions-based factors versus logic-based. A recent Fortune Knowledge Group study shows 55% of 720 executives surveyed are relying on subjective, hence emotional influence, as opposed to logic-based objectives or factors when making decisions.”

5. How we collaborate is a big competitive advantage
To collaborate with customers, employees and partners can only give our customers a better experience. It will allow us to understand them better and give them an immersive experience.

6. By 2017, one third of all customer service interactions will still require the support of a human intermediary (compared to 60% in 2014).By 2018, 50% of agent interactions will be influenced by real-time analytics ~ Gartner Predicts 2015: Weak Mobile Customer Service Is Harming Customer Engagement. Customer service will be more proactive.
7. Maintain a presence across the wide range of platforms that their customers use and make a consistent experience.
8. Surveys are valuable in giving insight but information architecture will become more important as well as customer intelligence.The customer of 2020 will be more informed and in charge of the experience they receive. They will expect companies to know their individual needs and personalize the experience. Immediate resolution will not be fast enough as customers will expect companies to proactively address their current and future needs

9. Customer metrics will be on what customers plan to do. Tracking actions and the return to the business.

10.By 2020, smart phone applications will proactively inform a shopper regarding specific issues with products or retailers upon entering a retailer‘s brick-and-mortar store or using its website. Brand management by 2020 will need to develop a host of new skills, tools, and communication modes, both nimble and innovative, than are typical today. PWC report

Resources
Forrester’s Top Trends for 2015
Mobile Maker report
H.U.M article
WalkerInfo.com – 2020 report
Gartner Mobile report
PwC report on retailing

It is all about me in marketing, I expect you to know what I want in 2015

By | customer centric marketing, Customer experience, Customer Insight | No Comments

This is a great video about what we expect in terms of marketing from McKinsey & Company.
It is all about understanding what we want, how we search and review and making our experience personal. The merging of the physical and online worlds for us is already happening.

“Yet tools and standards are changing faster than companies can react. Customers will soon be able to search for products by image, voice, and gesture; automatically participate in others’ transactions; and find new opportunities via devices that augment their reality (think Google Glass). How companies engage customers in these digital channels matters profoundly—not just because of the immediate opportunities to convert interest to sales but because two-thirds of the decisions customers make are informed by the quality of their experiences all along their journey, according to research by our colleagues.” McKinsey


To keep up with these changes McKinsey suggests the following:

Discover. Companies must apply advanced analytics to the large amount of structured and unstructured data at their disposal to gain a 360-degree view of their customers. Their engagement strategies should be based on an recent behaviors and past experiences with the company, as well as the signals embedded in customers’ mobile or social-media data.
Design. Consumers now have much more control over where they will focus their attention, so companies need to craft a compelling customer experience in which all interactions are expressly tailored to a customer’s stage in his or her decision journey.

Deliver. “Always on” marketing programs, in which companies engage with customers in exactly the right way at any contact point along the journey, require agile teams of experts in analytics and information technologies, marketing, and experience design. These cross-functional teams need strong collaborative and communication skills and a relentless commitment to iterative testing, learning, and scaling—at a pace that many companies may find challenging.

Read more

Why your customers choose you?

By | Customer experience, Customer Insight | No Comments


Why your customers buy from you and not your competitors is a key strategic marketing question that is harder to answer than ever before.The competitive landscape has changed and commoditisation of products and services has given rise to the focus on customer retention and differentiation based on the “how you provide a service or product”.The shift away from an industrial, upstream model toward a customer-centric one has been under way for some time now. Niraj Dawar argues in his new book Tilt that most companies still look for competitive advantage where it used to be: through activities related to products and new product creation. But today’s advantage comes from interactions of a different sort—those you have with your customers. Companies that recognize and move on this shift win.

Key strategic questions that I earmarked in reading Tilt by Niraj Dawar are as follows:chat

1. Why do your customers choose you? Make sure it is not table stakes.

2. What business are you in? What business do your customers think you are in? How have they defined you? The answer you give to this question is predictive of how you see your business strategy

3. How is profitability measured? By customer or by volume?

4. Where do you spend most of your effort and energy? – on the service or product you sell or on understanding your customers and consistently delivering value to them by asking one fundamental question: What else do our customers need?

“Today manufactures can replicate the looks and feel of an innovative product and print it to market for a fraction of the price, in a fraction of the time it use to take. Even Nike and HP manufacture their products in Asia.” Tilt pg 178

5. How can we take what we know about our customers and provide value in different ways:coffee pods

How we distribute a product: Nespresso
How we store a product: iTunes
How a product or service is delivered: Audible, Spotify
How a product is consumed: Coles new ready made meals
How we dispose of a product or service: eBay
Niraj states the value equasion is VALUE= WHAT+HOW

6. How close are we to our customers and understanding them? If you sell through a channel that is made harder. Nespresso had the Nespresso club to sell direct first which gave them invaluable data on who their customers around who buys their coffee and at what price. They changed the coffee making market by understanding the pain of getting out of bed and getting dressed on a Saturday morning to stand in line and pay $4 for a espresso and risking that they are closed or run out of stock. Kodak didn’t understand their customers and so focused on a need that was surpassed.

Risks Table
coffee-pods-300x283
7. Do you focus on scale or scope? Niraj makes the comment that it is not how many widgets you sell but how you deliver on the needs your customers have and scope your deliverables around that. What are the costs and risks they face in doing business with you? How can you eliminate these? How do you make it easy for your customers to choose you?

“Businesses rarely pay enough attention to customer costs and risks because these aspects of a transaction tend to be invisible to a sell too.”Tilt g806

This is where strategic service design can uncover those opportunities and create a competitive advantage that is hard to replicate.
Listen to the podcast interview with Niraj belowteleconference
Podcast

Spray and pray is no way to market your business

By | Thoughtleadership and Content Marketing | No Comments

There is no excuse for a “spray and pray” approach to marketing any more. We are becoming increasingly frustrated with a one fits all approach especially when our digital footprint provides insight on our preferences. Companies that fail to use insight and analytics to tailor information and offers accordingly will be left behind.

Amazon have been catering to our needs, purchase history and preferences for ages. Using NBO’s (next best offers) in suggesting what would be of interest to us in up/cross selling offers and in the process are creating more compelling, precise and effective marketing. Yes it is still a learning process but their experimentation means they are leaders in creating offers that are personalised and relevant to our experience online. Part of this is due to the research they conduct and tools to create personas.

Because so many companies treat customers in a generic way, those who take the time to segment their market, look at how they want to be communicated to and make relevant and timely offers have the upper hand. Not only do they have a competitive advantage but they are more profitable.(www.hbr.org). Businesses in general lack the personal touch of the past, building long term customer relationships by knowing customers well. Today we need to achieve the same level of customer intimacy but leverage technology and data to do this.

According to Gartner, the business intelligence market (including data warehouses and CRM analytics) is growing nine percent per year. While it was worth $57 billion at the end of 2010, it will surge to $81 billion by 2014 and as high as $136 billion by 2020.segment by medium

“Another area that is changing the business intelligence market is demographics. Millennials (ages 20 to 30) now comprise 20 percent of the workforce, but their ranks will swell to 40 percent by 2020.The graduating high school class of 2011 spent all of their school years with pervasive access to the Internet – they don’t know a world without information at their fingertips,” said Sallam. “You tell them to go to the library to use the card catalog, and they look at you if you told them to go use an abacus to calculate the square root of 1,058.”Enterprise Today

Collecting data on our customers does give us insight to make better marketing decisions but we need to keep a balance between what is considered helpful and useful and what is an invasion of privacy. A controversial  example of the insights that can be achieved through predictive analytics is from US retailer Target. The company successfully predicted one of its customers was pregnant before her father knew when using predictive analytics to apply a pregnancy prediction score to new parents-to-be. Video on this example.

So there is a line about how much information to collect or predict however as a small business it is worthwhile starting to collect information on a database. It is also worthwhile subscribing to articles and listening to industry experts on your customer segment. Dig deeper and see what you can find out about them.

Predictive software

For smaller businesses go here

Take our Marketing Health Check I'm marketing savvy!