Customer experience is the overall impression of the quality of the interactions between a customer and a company.
It’s about how customers feel after interacting with a company’s products, employees, channels, and systems.
Let’s look into some measures to improve Customer Experience online:
1.Get to know your Customers
To create the best customer experience, you need to
first get to know your customers inside and out. Find out who they are, what
motivates them, and what their trigger points are.
Once you collect enough information, you can start building
buyer personas. These should include background information, demographics,
identifiers, goals, challenges, and solutions.
2. Make a customer experience vision.
The next step is to create a customer experience vision that you will later communicate within your organization.
This should represent everything you want your customers to feel and experience when interacting with your product.
For instance, do you want customers to use your product without a second thought, reach out to you effortlessly for support, and feel a sense of loyalty every time they interact with your brand?
If yes, then make sure these customer experience goals are made clear to everyone working alongside you.
Establishing a clear vision will make it much easier to provide an exceptional customer experience that aligns with your core business objectives.
3.Map the customer journey.
To provide a seamless customer experience, you need to be able to think like your customers. The best way to get inside your customers’ heads is with a customer journey map.
A customer journey map is a visual representation of the end-to-end process that customers take to complete a goal.
The purpose of this map is to show all the touch points that customers come into contact with when interacting with a product. Find out which touch points, interactions, or engagements have the greatest positiveand negative influence on your customers.
Pinpointing the exact stages of the customer journey that are critical to the customer experience will help you optimize your customer experience strategy.
4. Design a good UX.
User experience is a large part of the customer experience. And with many customer touch points being online, you want to make sure your UX design is in check.
Trust that no one will appreciate slow load time, poor functionalities, or lack of consistency across devices.
For a great user experience online, you want
to focus on:
Consistency: Ensure that customers will have the
same experience across devices.
Simplicity: Remove any unnecessary steps in the
Flow: Allow customers to smoothly navigate their
way across touch points.
User control: Give users the ability to use the
product independently and efficiently.
Accessibility: Make your product easily
accessible to as many customers as possible.
Delivering a great customer
experience is crucial to brand which focus on thriving and growing at the same
time. It’s a huge business opportunity that promises to bring in more
customers, more sales, and more customer satisfaction.
What interface component would you use for selecting options from a large list. For me checkboxes comes to mind. But a long list of checkboxes looks intimidating to users and can cause them to abandon your form. Not only that, but checkboxes aren’t efficient or easy to use because they take up space, offer small tap targets, and increase the number of visual elements to manage.
For me I think toggle tokens is the front runner in some case. Let’s take an example of conserving screen space, so you have more content and users doesn’t need to scroll. Checkboxes need vertical stacking, but toggle tokens allow both vertical and horizontal staking. This creates a compact arrangement that looks less intimidating to users.
It’s possible to arrange checkboxes in multiple columns, but this isn’t optimal for mobile given the combined widths of checkboxes and text labels. Even on desktop it’s not ideal due to the large width space it occupies.
Not only that, but toggle tokens don’t require a checkbox or checkmark with the label. As a result, there are fewer elements on the screen competing for the user’s attention. Minimizing visual noise allows users to focus on the options.
The small tap targets of checkboxes can also cause tapping issues. Toggle tokens offer larger tap targets so users can make selections with less chance of mis tapping.
All these benefits make toggle tokens a better component for selecting options than checkboxes. However, there is an exception when checkboxes fare better.
If your options have long text labels that wrap to multiple lines, you should use checkboxes. Checkbox labels aren’t horizontally constrained and allow enough space for more text. On the other hand, toggle tokens are constrained by its shape and should only be used when your option labels are single text lines.
The name “toggle token” is as intuitive as the name “checkbox.” It comes from its token-like shape and toggle functionality. Next time you’re thinking about using checkboxes for option selection, consider toggle tokens instead. You’ll conserve screen space, simplify the interface, and prevent users from abandoning your form.
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Does Procrastination kill you? Yes, it just nearly killed this space, But I’m back, with some good insight on Netflix, Subscription and TV Business. Ready for some interesting read? Here we go.
Way back in 1992, just as the ‘Internet’ was starting to sound wow, a
company in the UK used technology to disrupt television industry. Rupert
Murdoch’s Sky realised that you could buy football rights, wait what?
Yes, football rights for far more than anyone had ever thought of paying
before, and you could make your money back by selling the games on
subscription instead of pay-per-view or advertising, and you would be
able to deliver that subscription using encrypted satellite channels.
This was a big deal, both for Sky and for the Premier league, and it was
the beginning of something much bigger.
Sky used technology as a platform to build a new TV business. Everything about how it executed that technology had to be good, and by and large it was. The box was good, the UI was good, the customer service and experience were good. If Sky had been showing reruns of 95/96 Premier league or Ashes no one would have signed up.
I look at Netflix in very much the same way today. Netflix
realised that you could spend far more money on far more hours of scripted
drama than anyone had ever spent before, and you could (hopefully) make your
money back by selling it on subscription directly to consumers instead of going
through aggregators, using a new technology, broadband internet, that both gave
you that access and made it possible for people to browse that vast selection
of shows. And like Sky, Netflix has built a big business. It has around 150m
paying customers, and the analyst consensus is that it will spend around $15bn
on content this year, which is more than any of the US incumbents will spend,
excluding sports rights.
Like Sky, Netflix has used technology as a platform to build
a new TV business. Everything about how it executed that technology has to be
good. The apps are good, the streaming and compression are good, the UI is
good, the recommendation engine is good, and the customer service and
experience are good. The tech has to be good – but, it’s still all about the
TV. If Netflix was only showing reruns of Friends and Narcos, no-one would have
signed up. It used tech as a platform, and that platform had to be good, but
it’s actually a TV company.
I think this framing is important – ‘what kind of questions matter for this business?’ The questions that mattered for Sky were all TV questions – ‘what happens to football and movie rights?’ – and the same for Netflix. As I look at discussions of Netflix today, all of the questions that matter are TV industry questions. How many shows, in what genres, at what quality level? What budgets? What do the stars earn? Do you go for awards? How do you interact with Disney? These are not techie questions – they’re generally raised questions. I don’t know the answers – indeed, to be honest I don’t even know the questions.
The more that we see new companies using software to create new businesses in industries outside of technology, the more generally this applies. In particular, I find this a useful way to look at, for example, the explosion of so-called ‘D2C’ – companies that are creating new consumer goods and selling them online ‘directly to consumers’ instead of going through existing retailing channels (at least to begin with). For all of these companies, it’s crucial to execute the online channel properly – the user acquisition model and funnel and browsing and shopping cart and logistics and so on all have to be good. It’s not easy to do this, and we often see legacy, physical retailers struggling. Selling online per se – even selling online really well – is fundamentally a commodity. In other words, how much are we asking ‘tech’ questions? Do we even know what to ask, and who does?
Coming back to TV, there’s an irony here in the fact that
the tech industry has spent decades wanting to get into the living room, get
into TV, break up the cable bundle and move TV from scheduled linear to
on-demand, and yet now that it’s happening, it’s happening in the TV industry,
not the tech industry.
Hence, Netflix isn’t using TV to leverage some other business – TV is the business. It’s a TV company. Amazon is using content as a way to leverage its subscription service, Prime, Amazon is using Lord of the Rings as leverage to get you to buy toilet paper through Prime. But Facebook and Google are not device businesses or subscription businesses. Facebook or Google won’t say ‘don’t cancel your subscription because you’ll lose this TV show’ – there is no subscription. That means the strategic value of TV or music is marginal – it’s marketing, not a lock-in. Apple plans to spend $1bn a year buying content from people in LA, and produce another nice incremental service with some marketing and retention value, or spend $15bn buying content from people in LA, to take on Netflix. But of course, that’s a TV question, not a tech question.
So, do you have an answer to every question you ask on tech, No? Perhaps you can ask us, leave us a reply, we are happy to help!!!
A/B Testing is a successful tool for Conversion Rate Optimization (CRO). Converting visitors to customers or turning them to do desired action is a challenge most of the companies face. CRO is about using analytics and user insights to improve the performance of your website.
If you work in conversion optimization — whether it’s an agency, in-house, or as a consultant — you almost certainly run A/B tests.
What is A/B testing?
A/B Testing (or Split Testing) is an approach to testing
when marketing elements (images, layouts, headers, call-to-action buttons, etc.)
are being compared to each other to learn which perform better.
A/B testing is a great tool to learn how to attract more
leads and increase conversion rates. Even the smallest improvements can make a
By successfully A/B testing you can
Convert social media followers into customers
Decrease the bounce rate
Increase the average time spent on page
Convert blog readers into customers or
Decrease cart abandonment rate
Reduce page loading time
Improve your landing pages performance
All these influence your conversion rates and your sales. A/B testing is a powerful technique. But to get results, you need to run it properly.
What is MVT and how it differs from A/B testing?
MVT combines several A/B tests conducted at the same time.
It compares a higher number of variables and reveals more information about how
these variables interact with one another. The purpose of an MVT is to measure
the effectiveness of multiple variables combinations.
Essential Tips for Effective A/B Testing
Test One Asset At a
Let’s say that your ad is not performing well. To learn why
you need to do A/B tests —was it the wrong audience, the visual, the ad’s text
or maybe all of them? If you conduct multivariate testing, you won’t be able to
recognize the issue — too many factors will muddle your results. The only
solution here is to A/B test each element separately.
Test Minor Changes
When it comes to ads and websites, changes to small things
often bring big improvements. The positioning of the lead-capture forms, the
color of the CTA button — every little thing matters. Consider testing email
forms, colors, fonts, designs of CTA buttons as variables — you will be amazed
by the results!
Conduct High-Level Testing
Let’s say you decided to rebuild one of the landing pages
from scratch. You’ve got two landing pages at hand and you want to learn if the
new one performs better. Testing large elements against each other is a
high-level approach to the A/B testing. If you test the same page with several
changes applied you won’t be able to recognize which work out better or draw
any other conclusions.
Mind the Metrics
While A/B testing, you need to pay attention to how it
affects the sales metrics such as visits, leads, click-through rates,
traffic-to-lead conversion rates, demo requests and more. It is possible that a
landing page that converted fewer prospects produced more sales.
Decide What to Test
Break down your webpages, marketing materials, ads into
elements that might affect the conversions — CTAs, email forms, design,
wording, layouts, etc — and run A/B tests on them. Mind other factors like
different target audiences, the timing of promotions, etc.
Create Equal Conditions
To get statistically significant results, you need to create
equal testing conditions — equal audience groups, identical timing, etc. If run
on the different time of the day or months, A/B tests are most likely to be
influenced by these factors.
A/B Testing Examples
You may feel the need to improve your landing pages and
other marketing-related elements, but you might feel overwhelmed by the number
of possible variables to test. Not all of them influence your sales figures so
you need to focus on those that matter. Most often these include landing pages,
emails, CTAs, and ads.
Landing Page Split Testing
Landing pages contain several elements that are subject to
which offerings help you push leads down the sales funnel and have the most
conversion — sales, demos, ebooks, webinars, coupons, etc.
Texts: Make sure
that your offer descriptions are convincing, easy-to-grasp, and have all
Request email address only or ask for more information? On one hand, form
fields help you qualify leads and nurture them. But some marketers say that the
more fields there are in your form, the lower your visitor-to-customer conversion
rate is going to be.
Whole page: A/B
testing of the entire landing pages is the fastest way to learn which ones
drive more conversions. After that, it’s reasonable to test low-level elements
such as forms, CTAs and more.
User Experience Testing
CTA button and its placement on the landing page is a part
of the UX. According to the F-shaped pattern of user activity on the website,
many marketing experts suggest the top left side of a page. Others argue that
it should be placed on the top right side of a Landing Page. The opinions
differ and there’s no right answer. You need to do A/B tests to find out what
works best in your case.
Test fonts, color schemes, graphics, background color,
design, size and positioning of particular elements (e.g. lead-capture forms,
CTA buttons, etc.). Again, no best practices here — you need to discover them
yourself through A/B testing.
Facebook / GA Testing
As I mentioned earlier, ads should also be A/B tested. Try
different audiences and ad placements to learn who’s your perfect target
audience and what placement is the most effective one. After the experiment is
completed, compare essential metrics like impressions, number of clicks, CTR,
number of desired actions and their costs, etc.
Some tools for effective A/B testing
Oracle Maxymiser enables the optimization of customer
experiences with data science technologies covering multivariate testing,
audience-segment discovery, and predictive personalization.
Google Optimize offers AB testing, website testing, and
personalization tools for small and large enterprises to help deliver engaging
Google Optimize connects with Google Analytics right off the
bat. It’s free for an unlimited amount of views like Google Analytics. It’s made
by Google which means its more or less trustworthy and will be around for a
while. It also has a great web editor built-in that allows you to make changes
to your website and publish from inside the Google Optimize software.
VWO is the all-in-one platform that helps you conduct
visitor research, build an optimization roadmap, and run continuous
Easily change the headline, button, image, or any other
element to create multiple variations of your website. VWO will equally divide
your website traffic among all the variations and track which one works the
best for you.
Create multiple variations of a website in
Track revenue, sign-ups, clicks, or any other
Know the statistical validity of the results
With Visual Website Optimizer it’s really simple to set up
split tests and monitor the results. Powerful tracking and results dashboard make
it easy to always be confident that you pick the best variation.
A/B testing is an important marketing approach allowing you
to launch better-targeted marketing campaigns, attract more leads and increase
conversion rates. There are no universal truths that work out for every case,
so you need to find out what works best for you through experimenting.
NPS(Net Promoter Score) is a common metric which almost all internet users come across. It is a metric to predict customer purchase and referral behavior. This metric is designed to measure user’s loyalty towards a brand. In addition to the standard repertoire of acquisition, engagement, and monetization KPIs, has become a great additional measure for understanding customer loyalty and ultimately an actionable metric for enhancing your product experience to deliver delight.
The concept of NPS was conceived by Fred Reichheld at Bain & Company in 2003. Fred found NPS to be a strong alternative to long customer satisfaction surveys as it was such a simple single question to administer and was able to show correlation between NPS and long-term company growth. NPS always based on a scale of 1-10. Below I have breakdown the NPS.
NPS score= (% promoters) minus (%detractors)
How NPS is calculated
It is calculated by surveying your customers and asking the simple question, “How likely is it that you would recommend our company to a friend or colleague?”. Based on this on a scale of 10 you can group your customers to Promoters (9-10 score), Passives (7-8 score), and Detractors (0-6 score). The score ranges from -100 (all detractors) to +100 (all promoters). Furthermore, NPS score that is greater than 0 is considered good and a score of +50 is excellent.
How NPS is collected?
NPS scores for online products are typically collected by sending the survey via email to your customers or through an in-product prompt to answer the survey. To maximize response rates, it’s important to offer the survey across both your desktop & mobile. We can leverage use of the tool called Survey Monkey.
A challenge with both email and in-product based survey methodologies is they tend to bias responses to more engaged customers, and less engaged users are likely not coming back to the product nor answering your company’s emails as frequently.
How frequently you should Survey?
When thinking about how frequently to administer an NPS
survey, there are several key factors to consider. The first is the size of
your customer base. The smaller your customer base, the larger sample you need
to survey each time or even wait longer for more responses to achieve a higher
response rate, which limits how frequently you can administer future surveys.
The second consideration is associated with your product enhancements, it ends
up being one way to drive increases in scores and therefore the frequency of
score changes depend on how quickly you are iterating on your product to drive
NPS tends to be a lagging indicator so it takes time even after you’ve implemented changes to the customer’s experience for them to internalize the changes and then reflect such changes in their scores.
How NPS changes according to Season?
We found that there may be some seasonality at play in certain quarters that effect NPS results, correlating with engagement seasonality. We’ve heard that this is even truer for other businesses. So, it may end up being more important to compare year-over-year changes as opposed to quarter-over-quarter changes to ensure the effects of seasonality are minimized. While this may not be possible, it’s at least important to realize how this could be affecting your scores.
Yes, there are certain limitations for NPS
The not so permanent nature of NPS make it
difficult metric for day to day business.
Sometimes sampling of NPS affects the product iterations in a negative way.
NPS is simply a tool for understanding how your customers
are perceiving your execution against your product strategy as well as provides
concrete optimizations you can make to better achieve your already defined
strategy. The ordering of the questions matters. The list of competitors that
you include in the survey matters. The sampling approach matters. Change the
methodology as infrequently as possible.
So, after my first blog post, one night as I was browsing through my phone, I got a message from my friend, Suhail, asking about my blog. He bluntly told me that he didn’t like the topic. For a few seconds I felt downhearted, but being an optimistic person, I bounced back and decided to describe to him what I was into i.e. Growth hacking. I told him growth hacking is a mindset, explained certain tactics and tools for successful growth and after hearing all of that, he said: Yes, your topic does, in fact sound fascinating (Mission Accomplished!) and wished me luck. Finally!
After all, good friends always have your back and support you no matter what, right?!
So, I thought I should write about it on #ttf and here I am with what is growth hacking and some real time examples so that you too, can get inspired. (Hopefully!)
There is no particular definition given to growth hacking as such, and like I said, it is a mindset, but to group some words and define it in a quote:
Growth hacking involves so many metrics and tools and it is ever evolving.
Many companies like Uber, Yelp, Quora, LinkedIn, Facebook, Instagram etc has already embraced growth hacking. Considering Indian companies,only a few of them have implemented this concept. So, it is the next big thing in the Indian market. Let’s dive deep into some of the successful growth hacking examples.
1) Facebook Growth hack: “Mentioning Users”
Facebook is the largest social network in the world with approximately 2.32 billion MAU (Monthly Active Users). While this may come as a surprise to some people, the biggest social network platform used growth hacking to implement its agenda and currently boasts of the largest traffic with an estimated 2.7 billion subscribers. Wait. What?! That is more than the entire population of China! (wtf face).
So how did they achieve these many
daily active users on the 2.7b platform? You might have definitely seen some
email at least in promotion tab of your email panel like “Someone has mentioned
you in some activity on Facebook”. This message is tailored for each phase of a
user, like if you haven’t opened FB for, let’s say for 15 days, we will be
notified by email by Facebook with a message, a lot has happened on Facebook
since your last visit. This always creates a curiosity in users and we directly
click on the link. We are then able to engender an unparalleled level of
participation of what has happened there. This ingenious approach was able to
stimulate a heightened influx, thereby making Facebook the biggest online
success, thanks to growth hacking.
2) Quora’s growth hack: “Behavioral Study”
Quora exploited the benefits of growth hacking systems in the form of behavioral testing which was directed at understanding the peculiar attitude of users on the platform. By closely examining the behavior of various users, Quora was able to configure the site to behave in accordance to the user’s behavior.
Then,they engineered and remodeled
the entire process to meet the user’s requirement. The testing approach which
was implemented by Quora was an effective marketing approach as it opened up
the company by increasing the number of users dramatically.
3) Puma’s growth hack: “Influencer Marketing”
Puma is a shoes, clothing and
sportswear company. The strategy adopted by Puma is forthright and can be
applied by many products and services.
Puma was worn by the greatest footballer of all time, and was brought to the notice of the world when he stopped to tie his shoe lace during an important match. This was the defining moment for Puma, as everyone knew that Pele wore Puma. This was leveraged by Puma for company success and profitability. The same was adopted by Nike and Adidas, but they relied on much more glorified athletes of modern times like Cristiano Ronaldo, Lebron James and Lionel Messi.
4) Airbnb Growth Hack: “Reverse engineered to get ac Craigslist Users”
This is my favorite fan moment in
Growth hacking. Airbnb,as most of you might know, is a website which lets
people rent out their homes/empty rooms to complete strangers by posting a
listing on their site. So initially, like all startups they had user
deficiency. They hired growth hackers to find a solution to this problem. What
they did next is breath taking. They hijacked the users of Craigslist (a
classified advertisement website).
The apparent question would be why other companies had not exploited this avenue before Airbnb. Craigslist had a thorough preventive mechanism that made it very difficult for other companies to access and integrate. However, Airbnb was able to maneuver the entire process without accessing the Craigslist code base. This ingenious and daring move by Airbnb made it a giant with a dramatic rise in traffic and customer base.
5) Spotify: Cross sharing music
Spotify is a music, podcast and video sharing platform with features and functionalities that are very impressive. I love Spotify (Even though there is no repeat button, which may be to increase the engagement). Its tailored algorithm takes us to those genres which we love. In order to create awareness, and increase users, Spotify designed the service in a way that allows users to post songs on Facebook. This growth hacking strategy is quite fascinating as Spotify could now access many users on Facebook who would like to share their songs on the platform as well. Also, you can now share your favorite track on Instagram stories, Instagram direct, Whatsapp and Twitter. Thus, Spotify is acquiring more users and engagement through other social platforms as well.
In short, Growth hacking is not something we can achieve at the first go. The continuous process of iteration leads to hitting the bullseye. Also, you can’t rely on the same strategy for a long time. In line with the aforementioned, a proper implementation of a growth hack strategy would require a series of experimentation such as A/B testing, market analysis, product remodeling and other relevant processes. All of the information gathered would be used to modify product, medium, strategy and much more for an astounding result.
If you want to know more about growth hacking, do connect me on LinkedIn
Branding, brand marketing,
soft, conceptual so
on and so forth. From the reads I beg to differ. In the middle of the noisiest ecosystems of all time, our most powerful tool is, perhaps and continues to be, our ability to position ourselves
beautifully. I mean yes, the personal branding.
Let’s keep ‘personal’ aside and focus
on branding. Branding, whether you want to own it or not – every marketer is
now expected to be a brand marketer. We have to understand how to position our
products, differentiate our experiences,
how to get them to the right people and leave them
with a lasting impression. We must do all of this through our content,
interfaces, design and our communities.
The most skipped step in brand marketing is doing your branding due diligence. Sadly, it is also the most important step. Without this, you could be setting yourself up for failure and a huge investment loss. Let’s not do that. No one likes losing money.
So What Is Branding Due Diligence?
It is a deep analysis of legal, industrial, competitive, operational and product brand risks that will affect your ability to build a successful brand and set it up for advantageous differentiation.
What that really means is, you
have all the potential factors which can affect your brand concepts before you
even start to design them.
diligence sets you up to launch a brand your market will love. So how do we do
that? There are five areas you’ll want to explore. They are listed below.
Legal Have you sat down with your legal team and talked through the legal risks, concerns and opportunities? This can include trademarks of slogans, imagery, excessive use of technical terms, etc. Is everything required, registered? Are you infringing on the existing trademarks? Cover yourself on this. Nothing is worse than creating something beautiful, shipping it, watching it succeed, only to learn – yeah, someone else owns that. #sad.
Industry Have you discussed with your product and business development teams about industry trends, concerns and opportunities? Brand marketers are asked to build for the future. Brand marketers will have a concrete structure of the product/services. Brand marketers then associate with acquisition and development teams to build demand and direct that demand towards the product/services. This could include economical, technological and political trends, etc. Brand marketers hold a lot of responsibility here.
Competitive Have you truly understood your competitor brands, do you understand what all areas they have won, which areas they are concentrated now or what they wish to enter? Companies over focus on the features of the products they are shipping and underestimate the power of their competitor brand teams. They say the best brands in the world stands for a single word, for example Volvo = safety. Apple = design. If that is true, it is time to understand your competitors, what they stand for, as it can/will impact your brand too.
Operational Have you mapped out how your brand will be managed, what internal risks, concerns, opportunities exist? Your brand is a gem. A real gem, which needs investment, budget, and support. Do you know who and how it will be supported? Inevitably, after the launch of your brand, you need to manage brand risks and problems. It could be a bad image in media, product malfunction or a community mistake. Whatever the issue maybe, much of your brand success will depend on how quickly and authentically you respond to it. This includes legal, design, product, tech and often operations support. You and your team should know this and be ready to react.
Product Have you sat down, brainstormed and documented feature areas your brand wants to own? Have you understood the risks and opportunities that exist? This is what most marketers think of when they think about “building a brand.” This is what is largely known as your What, How & Why, these days. (Thanks Joanna Lord!) and marketers obsess over this, which is great. It is only one piece of the diligence process though. You should spend quite a fortune digging in here – what makes you great, how do you do it better than anyone else and why should people care? I think brand marketers have a huge opportunity to contribute to the culture with this analysis and its findings. In many ways, this should set the game point for the entire company.
For the sake of not getting bored let me put this in a banner
Okay. I know it is still boring, but it is super important. The world is growing more restless and noisier. Millennial and centennials are increasingly defined as the generation that is obsessed with self-identification, which means they want to find the brands that are them. Today’s brands need to know who they are and how to stand out, which requires more than a great idea for a brand. It requires diligence, process, and support. Go forth and brand…I can’t wait to see what you build. #buildbeautifulthings
For every brand there are some customers whom they engaged with. For a brand to thrive it is necessary to have customers with high emotional engagement, and converting them to brand promoters.
So, who are these brand promoters? Brand promoters are loyal customers who spend 81% more than normal customers, 70% of who, spend twice as much for the particular brand.
With rigorous experimentation marketing world came out with some insights in measuring emotional connection of customers with the brand.
Among them the most interesting aspect of engagement and emotional connection is Amanda Slavin’s 7 levels of engagement.
The goal is to identify people at each level and, take an action to move them down level by level.
In align with that we should have goals and metrics to
analyze measuring progress.
Let’s have a look at each level.
In this type of engagement your audience is consuming your content passively, avoiding the task you had setup. But you can’t ignore those in this section of the funnel.
a)Measuring tools: Clicks and Cost per lead on ad campaigns, Email (Open rate+ Click through Rate) and of course customer feedback.
b) Solution: If you have a market target, first test those market, Test messaging, Test Graphic design, iterate and re iterate until you convert. As per HubSpot report 25% email are left unread. So, tailor each email in such a way that it resonates with your audience.
Here audience is confused by your message and so, it doesn’t impact them in a positive way and they avoid engagement. Jargon is a main issue here, using complex words or terms often will not work with some of your customers.
a) Measuring tools: Result of A/B tests on your website or social ad campaigns, you can look out for bounce rates also. Bounce rates can be calculated from analytic tools, surveys held inside a focus group etc
b) Solution: Find out what they are confused about whether it is terminology or language. Find out what language and message resonates with them. This result can be leveraged from SEO(Search Engine Optimization) results.
Here audience have a frustrating brand experience. For example in case of a web app if it takes too long to load it induces a bad user experience. According to Marketing Profs 3 secs to load loses nearly half of your visitors. So, the ideal page load time is <= 1.5 sec.
a) Measuring tools: Page Load Time, Click through Rate (CTR) on pop ups and ads.
b) Solution: Offer relevant and valuable content to the customers through pop ups. Make them appear when it makes sense for the users. Use language that is specific, actionable and human. Exclude pop ups forms on the mobile/desktop that doesn’t take up the entire screen.
4) Structure Dependent Engagement
The audience is taking structured, instructional action but aren’t engaging with your brand organically.
Here, Let me take you through some examples;
>Comment on this post if you want a free ticket, give aways.
>Tag your friend if you are interested in attending this
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Whether it happens organically or by asking make KPI(Key Performance Indicators) specific to the campaign and call to action specific for KPI.
a) Measuring tools: Number of shares and comments on social media platforms, email and blogs.
b) Solution: Here Email Marketing plays a vital role to move audience level up. We split the customers into groups based on their interactions and experiences. There’s something called First touch point. First touch point itself makes them to give us their mail id, it’s up to us what actions are to be taken now about them. Now we ask them their interests, passion, what inspires them etc.
Two ways to look at the email
1)As proposed, separate your audience based on different criteria, for example location, and ensure you are providing the right message to them.
2) Be sure you are finding right information from them so that you can speak like a human to them.
5) Self-Regulated Interest
In this level of engagement, your audience are showing interest in your brand because of self-interest, as the brand was promoted by their favorite celebrities/influencers to drive awareness and engagement. When you promote your brand using celebrities/influencers to drive awareness and engagement, It gives them a personal excitement. You have to keep in mind that audience may be emotionally connected to the campaign and not necessarily to the brand.
a) Measuring tools: Retention (Signups, subscribers, followers or buyers) that too 30 days after campaign. Also check the drop off of customers from the campaign.
b) Solutions: Make partnership with those celebrities/influencers who can actually take your brand to a broader audience by checking out their social media engagement and impressions. My favorite is StoryHeap where you can measure Instagram and Snapchat engagement.
Content is key, Create and leverage content that’s easily communicable by the brand to their customers through these partnerships. Recognize this customers who are at this level as loyal to the brand
In this type of engagement you actively make audience an active brand advocates. Critical engagement goes beyond the product and allows brand loyalty.
Example of REI, an American retail and outdoor recreation services corporation. They changed the culture of Black Friday with their #OptOutside campaign.
Here you are going to sit with your marketing team and discuss these questions in brief. ? What are the goals we are setting as an internal organization that are transformational? ? How are we actually asking our audience to think differently about themselves and about the world? ? How are we using language that can transform individuals lives and not just selling the product? Bridging the brand loyality, there’s still room to help them feel inspired, empowered and cared for as individual
a) Measuring tools: Online reviews and testimonials. In general, email conversion rate is 3%. When rewards are offered it can go as high as 25%.
b) Solution: In this level ‘Listening’ has major part to play So keep yourself updated with those tools, the patience and also a dedicated team to listen to your customers. Inspire your customers to set their own values. This should be the ultimate aim at this part of funnel.
7) Literate Thinking
Audience engaged with you on an emotional level and feel like you as a brand are identifying their personal values, beliefs and stories and are creating a brand experience that inspires and empowers them as an individual. The brands who have more of this kind of customers in their marketing funnel do not just survive but are thrive.
There’s something called Soul Cycle, if we get to the
customer’s soul cycle it is easy to connect with them in a way that makes them
love your brand so much that they’ll willingly act as a brand ambassador and
give back to your brand.
a) Measuring tools:
1)Net Promoter Score(NPS) A customer satisfaction benchmark that measures how likely your customers will recommend your brand to a friend or colleague. On a scale of 1-10 the measure is as follows- 0-6 Detractors 7-8 passives 9-10 promoters
2)Customer retention: Your company’s ability to retain customers over a period of time. To calculate customer retention you can apply following formula- Customer retention rate= (Customer at the end period- Customers acquired during period of time)/(customers at start of the period)x100
3)The performance of your customer loyalty program
A customers journey is always Customers>>Promoters>>Content Creators.
Building a brand is mandatory if you want to remain relevant and capture the heart of customers in today’s customer empowered world. They choose if you get to participate in their lives, and “64% of those customers make that decision largely based on whether they have shared values with a company.”
64% people. Sixty-four freaking percent.
And as Kevin Kelly quotes “Happy customers are a marketer’s secret weapon for growth.”