New technologies are relentlessly shaping and redefining the relationship that consumers have with the world by creating a seamless exchange of information. Nothing defines this more than the development of new technologies by Google.
The US company’s recent investment in a firm that builds human robotics may bring The Jeffersons closer to reality, and the recent launch of Glass may feel like something that belongs in a Steven Spielberg science fiction. However, both point to a company’s desire to help shape and define the customer journey and experience, so there is much that any company, big or small, can learn from this.
Knowledge and insight are the key ingredients for any brand looking to devise a strategy in how it interacts with the consumer. Whilst the prospect of dealing with the sheer volume of information that the connected consumer is constantly sending and receiving may prove daunting, it does present a real opportunity to take control of the way brands or companies communicate products and services.
By investing in the right infrastructure, a brand can track every interaction, chart the consumer journey and then leverage the expected path to its advantage. Ultimately, a customer’s interactions with a brand can make the difference between a one-off purchase and becoming a true advocate with repeat custom.
Apple is the perfect example of a company that has led the way in innovation and built a reputation by tracking and leveraging every interaction that it makes with the consumer, then using the data to develop a brand identity that they can relate to. This approach has formed the cornerstone of an all-round experience that separates the core brand proposition from its competitors.
Every part of each consumer’s journey with Apple has been planned meticulously using the information that it has gathered from every touchpoint that the consumer interacts with. From the informal, experiential, and consistent layout of its stores to smaller executions such as the way its packaging uses the ‘seven second rule’ (extending the process of opening the packaging to build anticipation), every point is focused on strengthening the brand’s relationship with the consumer.
This has left many companies playing catch-up across the technology industry and beyond, and the question for many is how to replicate this approach while retaining their brand identity. What many fail to realise is that perhaps the key is to put less emphasis on the art of imitation and instead divert energy towards staying ahead of the consumer to develop a product journey and experience that works for them.
Profiling your target consumer
The explosion in the use of digital channels has made it possible for brands to draw from the sea of data available across multiple devices from tablet and smartphones to social media and online video. It is this initially daunting expanse of information that provides a real opportunity to plot the customer’s journey with a brand, and time the marketing messages so they are delivered at the most pertinent time.
The automotive sector is one example of an industry that can perhaps afford to do more with the information it has, and use it to implement fairly simple procedures that can make all the difference when a prospective owner is considering a purchase. For example, by collating and using the vehicle data it has, along with the owner details, an automotive brand can plot the key milestones in the product’s lifetime. From here it can not only estimate how long the vehicle has had e.g. its current front tyres for, but can project the level of wear and tear based on its aftersales history.
This in turn allows the brand to elevate the experience that the individual enjoys with the product and gives that brand the opportunity to issue a text or email reminding the owner of the vehicle that they are due to change the tyres on their car or replace their brake pads. Likewise, a computer manufacturer can plot the points where a consumer’s machine is likely to be ready for a tune-up.
In both these examples, the brand can deliver messages to encourage purchasing decisions through communications such as incentives and reminder offers that are timed to coincide with the customer’s need. Like Apple, if any brand delivers a positive all-round customer experience they are more likely to engender a sense of brand advocacy or loyalty in the consumer which can extend outside of the initial sales arena.
This in turn will increase the recipient’s propensity to purchase and make recommendations which in turn ensures the business continues to thrive. For the aforementioned automotive sector, this loyalty can translate into having the vehicle serviced at the same dealer and using it for accessories or parts.
An era of data-driven campaigns
For the data-driven marketer there is the chance to take a more customised approach to customer communications. By utilising the additional information from the connected consumer and charting the journey, the industry can acquire data that opens up the potential to draw actionable insights to break an audience down into segments and deliver a personalised experience. This approach hinges on developing a clear profile of its audience and tailoring the marketing messages accordingly.
Brand advocacy remains the elusive commodity that many companies struggle to truly grasp. However, we have now entered an era where the consumer is driven by a desire to extract the maximum value possible from each interaction with a brand and this places the former under scrutiny. The businesses that are likely to flourish are those that go the extra mile, demonstrating that they understand the customer’s needs and respond proactively.
