Interview: Michelle Goodall on Planning ‘Moral Marketing’ Campaigns
By Gemma JoyceFeb 18
Published November 27th 2017
What was considered innovative last year, is the minimum consumers expect the next—as the biggest brands out-do each other and set new norms.
In this blog post, we explore five customer experience lessons from the world’s biggest brands to inspire your strategy. Learn how to offer a better customer experience than your competitors—and increase your bottom line.
Netflix has revolutionised the way most people watch films and TV shows. At the heart of their strategy is an understanding that personalization is the key to offering customers an experience that gets them hooked.
Netflix uses machine learning algorithms to learn what their customers want to see. This data helps them to create personalized marketing, with recommendations tailored to each customer’s individual tastes. The email example below shows this strategy in action:
When the recipient engages with the bold call-to-action buttons to watch, or add to a personal list, the algorithms Netflix uses will learn more about that person’s taste. Next time, the recommendation Netflix sends will be even more on point.
Starbucks is well known for offering a consistent brand experience across all of its stores. But Starbucks also understands how seamlessly connect the instore experience with the online customer experience.
The Starbucks mobile app offers a rewarding customer experience that builds loyalty. As the app is connected to their card, customers can scan their phones to buy a coffee in store and earn points in the app.
Customers are compelled to keep checking the app, as they receive a number of personalized marketing offers. By making it possible for customers to send coupons and gifts via the app too, Starbucks is able to turn loyal customers into brand advocates.
It’s no surprise that Amazon features in our list of customer experience lessons. The shopping experience they offer is pretty much unrivalled and is central to their enormous success.
We could write a whole post on the customer experience Amazon offers (and in fact we have). But if we were to highlight one lesson, it’s actually a surprisingly simple one: Amazon excel at making it crystal clear what will happen when you click that button.
One of the keys to cutting down friction in a consumer’s decision-making process is giving them all the information they need, at a glance, easing them towards conversion.
When brands fail to explain things like delivery times, or cost of shipping, they are putting blockers in the way of conversion.
If you’re ever in search of a brand to emulate when it comes to super clear messaging and compelling calls-to-action, look to Amazon for inspiration.
It is not uncommon for brands to offer personalized experiences on their websites and throughout their marketing. But when this personalization seeps into real-world experiences, this is when the magic happens.
The Disney MyMagic+ mobile app not only allows customers to tailor and plan their trips, but during their time in the park, it adds the personal touch. When users walk past a screen their name may appear, or photos taken while they were on a ride might appear in the app.
This level of integrated physical and digital customer experience allows Disney to stand out from the crowd. As this sort of feature becomes more common place, we’re looking forward to seeing what sorts of real-world personalization other brands come up with.
Nike has made unique use of augmented reality to enhance the customer experience it is able to offer trainer shoppers through its SNRKS app.
If users of the app point their cameras at a menu of a famous New York chef, David Chang, then an 3D image of limited-edition trainers, co-designed with Chang, appear on their screens. These are then available for purchase.
By offering innovative customer experiences with augmented reality, Nike has gamified the process of shopping—something that really sets them apart from other shoe brands.
We hope our five customer experience lessons from some of the world’s biggest brands have inspired you.
A common theme among our examples is that to create a seamless experience, brands need to find ways to connect the physical world with the digital one. By testing, learning—and continually innovating—you can find unexpected ways to use personalization set your brand’s customer experience apart from the competition.