CustVox, a powerhouse of customer intelligence, has been the driving force behind the adoption of Customer Experience Management (CEM) by many international corporations, delivering actionable business insights that add significant value to their business. Custvox created a video where they answer the question: “What is a customer experience?” They try to explain the importance of the customer experience. They state that “a CEO can lose up to 40% of its customers in one year, and nowadays more than ever it is important to retain existing clients while adopting a customer centric culture.” They give an example of the customer experience management.
In my understanding Nespresso managed to perfectly prove how commodities such as coffee beans transferred into memorable experience. “The ultimate coffee experience positioning inspired an identity that expresses the pursuit of perfection and the masculine and feminine characters of coffee.” The elegant and unique graphic style of Nespresso extended to accessories, cups, assortment boxes, products, colour coding, packaging, boutiques, window merchandising, and professional division. In Nespresso boutiques all 5 senses are combined: the customers can get all the important information about the coffee, see different coffee machines and types of the coffee, try to make coffee themselves, smell the amazing coffee aromas, and of course, taste it.
I happened to stumble on this very interesting application called Nike BOOM. When we think about Nike we think about top athletes and this application helps you to experience being a top athlete yourself!
It works like this: You just pick one or multiple of the many well known athletes and set up a custom playlist. Then you can start working out. Every once in a while the chosen athlete(s) will interrupt the song played and give you a motivating speech. Just like they get from their own personal coaches.
To make this application even better, you can share your work out on facebook. I think this is an important feature, because many people like to brag on facebook. Besides that it also keeps track of your history, so you can check how much progression you have made.
Here is a video that shows the free application
Hope you guys like it
Since we discussed Word Of Mouth in session 9, I am very impressed by the stunts that companies arrange to create positive Word Of Mouth. When I searched on the internet for more examples of positive WOM, I found a website with the top 7 Guerilla Marketing Events. These events are organized to create buzz. There is one example that intrigues me greatly: The dirty water vending machine. This Guerilla Marketing Event has conquered the fifth place in the ranking, but is certainly not less impressive as the winner. The video shows a vending machine on the streets that sells dirty water and a guy that walks on the streets selling dirty water. No one wants to buy from the guy. Be honest, because: no one wants to drink dirty water. Even though no one buys from the guy, there are a lot of people that buy the dirty water from the vending machine. The yield from the sales went to Unicef that bought clean fresh water for people in third world countries. The stunt was on the national television.
The top 7 Guerilla Marketing Events are posted on the website: http://www.makethelist.net/top-7-guerilla-marketing-events/
I would say have a look onetime because some events are very impressive!
In the course we discussed a lot about comparison-sites, especially with the guest-lecture of Independer.nl and business-case examples. Today the Dutch Competition Authority came up with an interesting research about 40 comparison-sites, specialized in savings and travel insurances. They conclude that 60% of the sites are showing wrong numbers and do not show enough products to compare. The Competition Authority explains that the consumers, in this way, are not informed well and therefore they can make wrong decisions for this really important products.
Also they explain that in about 50% of the sites it is not clear which company owns the site and in which way the make it profitable. In that way the shown information is not transparent. Therefore they recommend a Code of Conduct and the try to inform consumers about this problem. They give an advise to use different sites to complete the comparison, before the consumer takes there decision. Also they recommend to compare your findings with the ‘old-fashion’ information given directly by banks and insurance companies.
Henk van Don, board member of the Dutch Competition Authority says “Comparison sites are useful for the consumer when they are show the entire information, are transparent and fair. Otherwise it is not clear wether you get the right offer or not”.
My opinion it that such a Code of Conduct can be very useful and can make the comparison-market more fair, especially it can give a positive boost to companies that are doing right at this moment. They do not need to change much and they possibly will loose some competitors that are unfair right now. Mieke van Os has explained to us in her guest lecture that Independer.nl increased their sales when they showed their telephone-number and information about the customers. Such a simple difference brings in more fairness to the consumers and also the transparency of the company seems an opportunity to me. On the other hand Mieke van Os said that they do not show all the products in the comparison, because the consumers do not want such a specific result. But she also mentioned that it is possible to compare all the companies or products on their site, for the ‘die-hard’ comparison-consumer.
Concluding, comparison-sites give opportunities to both consumers and companies, but it is important to keep up the fairness! In that way, a Code of Conduct, as mentioned today by the Dutch Competition Authority will be a fine idea!