Apr 2nd, 2015 by Ekaterina Walter
A loyal customer of more than five years has an issue with one of your products. She tweets at your brand, hoping for a quick resolution. Your community manager replies, providing her with the email address of your customer care department. But when the customer contacts you, your system sends her the typical automated “we’ll be back to you in the somewhat near future” message. Unsatisfied, she picks up the phone. After being “ping-ponged” from one department to the next, she’s finally connected to a live agent. This person, however, informs her that she’ll have to stop by a physical store to resolve the issue.
When this frustrated customer walks into your store, does the clerk at the door know about her rather long and arduous journey? Does the store associate know this customer might never come back again?
This is the reality facing many companies today. And this problem will only get worse if businesses continue to operate per usual. Continue Reading »
Tags: customer experience management, cxm, experience cloud, experience management
Mar 17th, 2015 by Ekaterina Walter
Consumers, as a whole, are undergoing a transformational shift in what they value most. Instead of accumulating owned possessions, more often than not customers are opting in to create memories through “renting” experiences. Rather than building their iTunes library, people are happy to subscribe to Spotify for access to tens of thousands of songs for a variety of occasions. As a substitute for buying a new dress for every occasion, women can now rent one from the dream closet of Rent the Runway. The American dream may in fact no longer be a house and a car, but a great AirBnB and Uber on demand.
This is not a new concept, rather one that has been gaining popularity over the past five years. What is new, though, is that traditional retailers are starting to catch on. Companies of all kinds are finally realizing that your experience, whether it be in the dressing room, at the cashier, on the website, or on the phone, greatly influences your purchasing behavior.
Every day consumers are faced with an overwhelming number of choices. And while price and product are still very important differentiators, it is now the customer’s experience that truly sets remarkable companies apart from the rest.
Customer Experience Management is the process of providing unforgettable experiences to your customers at every touchpoint — online, on the phone, on social, and in person.
Continue Reading »
Tags: customer experience management, cxm, experience economy, experience management, successful
Feb 23rd, 2015 by Ekaterina Walter
Valentine’s day is notorious for polarizing feelings of both love and hate. Some plan for weeks for the perfect night while others try their hardest to pretend it doesn’t exist.
For advertisers though, the feelings of love are unanimous. And it’s no wonder, with the average celebrant spending $142.31 on the holiday, up from $133.91 in 2014 according to the National Retail Federation. Of that spending, which is expected to have reached $18.9 Billion, it’s projected that 53.2% people bought candy, 37.8% bought flowers, 21.1% bought jewelry, and 35.1% spent money on a special night out.
While it’s normal that brands in these categories would bump up their advertising for the special day, some unexpected brands are also joining in on the love fest. Here’s a look at four Valentine’s day campaigns that surprised me this year with their heart-warming messages and innovative social tactics.
What I love the most about these campaigns is that they are either enabling amazing experiences or empowering others to share theirs. And, as we all know, memorable experiences is a match that sparks the fire of brand advocacy and brand love. Continue Reading »
Dec 26th, 2014 by Ekaterina Walter
Holidays is the time of the year when we get an opportunity to show our love for our families, express our gratitude to our employees, and show our appreciation to our business partners. Most of the time we do so through gift-giving.
And who doesn’t love gifts, right?
Well, it turns out that when it comes to corporate gift-giving, not a lot of people are looking forward to getting surprises in the mail. This year especially I’ve seen a lot of frustrated tweets and Facebook posts flying around… from “Oh no! More holiday gifts that I don’t need” to “It’s that time of the season… time to haul out all the junk I got from other companies.”
It made me reflect on some of the best and worst gifts I have received in the past from the vendors and partners I have worked with throughout the years. And what I realized was that there were very few gifts or gestures that truly stuck with me. Most were not very well thought through, like the numerous bottles of wines I got… not a great gift for someone who doesn’t drink alcohol. Not that I wasn’t grateful for the gesture and the investment… it’s just that…
What hit me was the realization that the best gifts I have ever received were not gifts per se, but rather experiences these gifts have enabled!
Gifts or gestures that allow you to create memories that are special to you – that is ultimately the best thing you can ever get someone. And a lot of times it only requires a little bit of effort, a little thought put into it. There is really no better way to say “we appreciate you.”
Examples? I got a few. Continue Reading »
Tags: betsy weber, citrix, corporate gift, experiences, firebrand group, jeremy goldman, justin levy, outmarket, techsmith, vocus
Dec 19th, 2014 by Ekaterina Walter
Winter holiday spending is crucial for retailers, bringing in more than $600 billion in sales revenue in the 2013 season. In order to meet these numbers, retailers pull out all the stops when it comes to holiday marketing. Each brand pools their resources to create the most innovative, creative, and eye-catching campaigns designed to grab their share of the gift-giving market.
Here’s a look at five holiday campaigns that topped the “nice” list for us this year due to their creativity, as well as their imaginative integration of digital and social.
Kate Spade Gets Creative with Video
The fashion retailer appeals to its target audience of stylish and quirky women with a candid video starring actress Anna Kendrick locked out of her New York apartment. The two and a half minute video entitled “The Waiting Game” appears in both pre-roll and shoppable formats, as well as in 5-second clips to accommodate the short attention span of mobile viewers.
This has been the company’s highest performing piece of content over the past 30 days, garnering over 150K views on YouTube. Using Sprinklr’s Social Business Index, our team looked at the impact of this (and other) inspired holiday content on brand’s engagement and found that cumulatively it has helped increase the number of people participating in the discussion around the brand by 30% over the past month.
Best Buy Continues to Experiment with Vine Continue Reading »
Tags: best buy, bloomingdales, holiday marketing, J.Crew, kate spade, marketing campaigns, retail, StubHub