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customer journey

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.

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Effective Marketing: It’s simple, just be helpful!

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

Marketing your business can be really easy. You just need to be helpful. I always thought there was no real skill in being helpful, but maybe being able to think about what your customers want and need during their experience with you is a hard thing for business owners. Those businesses that are putting more energy into thinking like their customers are gaining a competitive advantage and creating or disrupting current markets for significant growth; e.g Uber.

Currently I am on holidays in sunny Gold Coast with my family and have come across a couple of great examples of how you can be helpful and leave a laSlide1sting impression. At the local Coles there was a new guide on the trolley which was a fantastic help for a shopper like me that isn’t familiar with the store layout (every Coles layout is different, right yes we hate that). In the Gold Coast I am sure that they have a lot of holiday shoppers and so adapting the trolley with this guide, a quick overview of how to find exactly what you need in this Coles store was incredibly helpful.

When we checked into our Hotel where we are staying the lovely Kaye gave us a couple of vouchers for cheaper meals at the local RSL and not only was that unexpected but very thoughtful. Today it is so much more about showing that you understand the customer you are serving or trying to serve and less about what you have as a product or service.

nivea-solar-chargerSkincare brand Nivea placed solar panelled chargers in Brazilian magazines. Lucky beach-goers can charge their phone while they sunbathe. There is nothing better than a free iphone recharge when your battery is down to 8%! Recharge Bar chargebarChargebar is a new company that has made a business by providing this service at airports, cafes and shopping centres based on the premise that being able to recharge can really be appreciated by the consumer.

Maybe it is time to map out your customer journey and see how you can provide some more helpful steps in their experience, it might just be the best marketing dollars you have ever spent!

 

Customers Hit Back

By | customer centric marketing | No Comments

As we have access to more information, we are making decisions about what we buy based on more than just fulfilling an immediate need: food, clothing, transport. We are making decisions based on how these things appeal to emotional, and psychological needs. We want the back story, we want it to sit well with our ethical, health and moral code and now we have access to information that assists us make more informed decisions. Those industries that have held back information, be warned, and get prepared for the back lash. You can run but ultimately, you can’t hide.

Let’s look at the grocery market industry.

The grocery market is big business and it appears they are extremely powerful over deciding what the farmers produce and thus what we eat.

This week I watched the Film Food Inc. It is the documentary of how food lands on our table. With a few documentaries on food in the last few years, we have access to new information about how our food is produced. Films like: FedUp, Supersize Me and That Sugar Film. All of these films and other resources are lifting the veil on an industry that has been directing our food choices by holding back information. Now that we have this information, my guess is we are going to make better, informed choices as consumers. There are few places to hide and if you do, the black lash will be huge.

Aussie Farmers this week launched a campaign on their website about food and where it comes from. (Yes, I am an Aussie Farmer shopper). Up until now they haven’t pushed the message about “Where does your food come from?” but it is a really important discussion. A few weeks ago we all read about Nanna’s Mixed Berries (frozen) and the Hepatitis A contamination. We were made aware of the process by which berries were being farmed in other countries with in sanitary farming practices, in the case of the berries they were believed to be washed with infected water. It made us question what other unsafe food practices that we aren’t aware of?

We are now making decisions about what food we eat using a different criteria:

  • Buy local to keep our farmers in business – $12 million is imported food each year.
  • What is safe, and how do we know? The frozen berries was unfortunate incident was a wake-up call for all of us, what other practices we don’t yet know about?
    What is the government not telling us in labelling? A carton of orange juice can legally be labelled as “Made in Australia’’ when 90% of it is imported concentrate.
    What food is in season and when and if not what has been done to make it available to us out of season?
    Travel and storage of food: The average shopping basket of 25 food items bought in Aussie supermarkets has travelled a staggering 70,803 kilometres.
    Fat was always the enemy however, sugar is additive, it is hidden in so many foods and we have widespread obesity, particularly among children, and an epidemic level of diabetes among adults.

With supermarket shopping selves ever expanding it feels like we have more choice, but this is no necessarily the case. Going deeper and we will uncover practices that smell fishy. We buy groceries from supermarket chains many of which sell multiple brands of the same product, which leads us to believe that we are choosing among competitors when they are actually just choosing among products made by the same firm that may have been made at the same factory.

Food is just one example I wanted to share of how consumers are now making decisions on a new set of criteria, but this quest for wanting to know more about what we spend money on is happening in every category and giving rise to new businesses based on transparency and choice.

Good Practices

Bupa Food Switch App – allows us to pick the best food alternative while shopping and scanning a bar code.
Food Revolution – Jamie Oliver aiming to educate every child about healthy food choices. Sign the Change org now.
World Health Organisation

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