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Personalisation – Join the cult of 'customer lovers'
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The Matrix: creating a virtual reality for your consumers
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Human Traffic: using Social Media to communicate with your consumers
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Key Industries:
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Business
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Entertainment & Leisure
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Internet
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Retail
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Key Sectors:
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Content Management
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Design & Build
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Digital Marketing
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e-commerce
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Usability
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12.07.2010
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Maintaining great customer relations requires something of a 'cult' instinct. Disregarded by many, but cultivated by true believers, an unadulterated commitment to customer service sets brands apart from competitors.
Personalisation is key to keeping the consumer engaged with your brand, and therefore must remain at the heart of your digital strategy.
Calling on some of the best 'cult' status films from the last decade for illustration, here are a few insights that might help it all become clear.
1. Rita, Sue and Bob Too – know your audience
Find out who your target audiences are; every variation, then ask yourself why they choose your brand, and how it is you can help. Do they want information? To purchase? Or simply want interaction with the brand? Anticipate their needs and begin building your relationship from day one. Offer them related products or give them suggestions i.e. 'other customers also viewed...' Also examine where your customers are in their buying cycles and present content to them that will suit their needs.
2. The Matrix – create a virtual reality
Taking personalisation quite literally, look to computer games for inspiration, turning your customers into their very own virtual self. Allow their virtual character to roam the site. For fashion brands why not enable customers to key in their body dimensions and shop to suit those? Create a custom mannequin within your online store and allow the customer to try on outfits. For non clothing brands, provide something which allows the customer to test your product just as they would instore. The importance is in providing the shop experience online, so customers get a 'feel' for the product without actually touching it.
3. Human Traffic - go overboard with social interaction
Websites are now required to be communication channels, ways in which the customer can engage in a conversation with the brand itself. Social media alone is by far the most relevant example of free advertising through word-of-mouth. Keep up to date with social media, keep your status updates and tweets regular and relevant. Provide advice, offers and exclusive opportunities to your followers.
4. The Good, The Bad and The Ugly - user-generated content
It is widely acknowledged that adding customer reviews to a website has direct benefit. Customers want to feel part of the brand and therefore deserve acknowledgment for taking time to provide an opinion on your product. Personally thank everyone for their review, but be creative, think of another media other than email. By publishing this, the customer is becoming part of your team, so treat them like it.
5. 300 (IMAX) – enrich your media
Take your audience on a customer journey using rich media such as videos, zoomable images, and 360-degree views. Generate an emotional attachment which will resurface whenever they are reminded of the brand; be it through conversation or sight of the logo. Create a lasting impression by tapping into a variety of senses, making your website the most memorable out there.
By knowing your online audience and understanding what it is they really want, you can create a lasting impression, build a lifetime relationship and dramatically increase repeat business.
Join the cult of 'customer lovers', give them what they want, and we're pretty sure you'll be hooked on the results.
Mark Bower
Managing Director, Coolpink
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