Using media platforms
Customers value choice – but limited choice. The problem is that different customers want different choices. That means you need a wide range of communication channels available to them.
Start by mapping out all possible customer journeys to identify all customer touch points. Then you can start to plan how you and your customers can communicate at each point. For example, if a customer has a complaint, most will reach for the phone straightaway. Some will use Twitter though (and some who try on the phone will then use Twitter).
Some companies have identified a small number of media platforms their customers prefer. They search different media platforms to see where their customers are. They also see what they are saying about them. They are then always on those platforms, ready to engage with their customers on demand. In this way, they offer personalised value, answering questions or handling transactions on demand. Other companies use media platforms to generate emotional experiences relating to the brand.
Currency Index is a foreign currency exchange and international transfer services provider. They use various media to connect with their clients. This helps generate feedback, which they assess and act on as fast as possible. At the same time, it also provides clients with extra routes to market. Currency Index connects with its clients through social media. They use Twitter to communicate with consumers and increase revenue per client life cycle. Improved website and cross-platform connectivity has driven more traffic and increased conversion rates. They also use local and national press and TV, as that is how many of their clients look for information.
World First is the UK’s fastest growing foreign exchange company. They offer corporate clients a live chat service. Clients can chat with dealers on their computers, tablets and mobile phones. 10% of their corporate clients use this method to communicate with World First.
Bristan is one of the UK’s leading suppliers of showers and taps. They have had excellent feedback from the launch of their mobile app, Bristan Go. Installers can select and order products when with a customer. It improves customer access and experience. Bristan also have a mobile website that includes a ‘quote builder’ functionality. That allows the installer to generate quotes for his customer.
Companies also use various media platforms to co-create experiences with their employees. Hungry Horse is part of Greene King’s range of family friendly pubs. They ran an internal talent contest for team members. Talents varied from singing and dancing, rapping and magic. From it they made 2 DVDs, one for a team member induction film and one for a management leadership programme. The video for team member induction showed new employees that Hungry Horse is a fun place to work.
In 2011, all Capital One Europe’s staff enjoyed Vision Day. It introduced them to the company’s vision, “Let’s make lives better”. It didn’t just tell employees “this is our vision”, it encouraged them to explore it. The result was 64 thirty-second films created by and shared with other employees on the day. The films explained what the vision meant to staff. They covered products, culture, people or anything the staff wanted. After, 95% of staff said they understand the company’s vision and why it’s important.
Abel and Cole are organic vegetable box suppliers. They engage customers and potential customers through a range of social media platforms. They use Facebook and Twitter because their customers do. They also use Google+ and Instagram because they expect customers will start to use them soon.
Abel and Cole social media content has daily, weekly and monthly aims and objectives. They make changes and respond to customers so they feel they are in conversation with the company.
Using social media means they know more about our customers and their interests.
They now have several ‘super fans’ they all know by name.
Their daily content calendar plots content ideas to ensure variety. It integrates across channels. They have a weekly communication plan as they focus on weekly deliveries of products.
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