3. There is nowhere
to hide.
Information is the new addiction. People can’t get
enough of it.
Research by Nielsen and Edelman, amongst others,
has shown that the combination of Web 2.0 and
the recent financial crisis has sent trust in brands
And it just keeps on coming.
southward in a radical way.
In the next 12 months, we can expect to see
It is no longer good enough for companies to tell
review sites set for even more spectacular growth.
customers what they do. They need to walk the
Comparison sites will get much more sophisticated.
talk, or they’ll get found out.
And the inner workings of companies will be laid
bare to beady eyes in all manner of new ways. The dark art of spin is shriveling fast under the glare
of a billion luminescent screens.
4. pays out
Insurance company
especially when customers don’t claim.
We’re always seeking out new ways to engage Involving customers as
customers. So we were particularly intrigued by what virtual stakeholders in a
this Dutch insurance company came up with. brand is a very bold move.
But it’s the transparency
“Netherlands-based online insurance company
of InShared that really
InShared allows the money that has been reserved
stands out. Are there any
for settling claims – but which has not been used –
niggles, frustrations or
to flow back to its customers.
areas of doubt that you
The unused amount is paid to customers who have can front-up and explain
not made any claims, encouraging people to work to your own customers?
actively to prevent damage. Honesty can be
tremendously captivating.
Customers always know how they’re doing. InShared
makes its ‘insurance fee to damage payments ratio’
public on a quarterly basis.”
Source: Trendwatching.com.
7. One of our maxims is, “Don’t tell me you’re funny. Make me laugh.”
In other words, do what you say instead of saying what you do.
How can you best ‘walk the talk’ of your brand principles? Where
can you engage your prospects most credibly?
Telling the
McTruth. Authenticity is the real deal. Using it to disprove
a deep-set customer belief is something to be
applauded. Ronald McDonald we salute you…
“As part of their sponsorship programme for the
London 2012 Olympic Games, McDonalds has
launched an initiative called ‘Open Farms’ in the
UK. The public, as well as athletes, can see the
ingredients McDonalds uses and meet some of
the 17,500 British and Irish farmers who supply
their food.” Source: Trendwatching.com.
8. TWELP ME!
I’m drowning in technology.
This Cannes winner shows how a brand can tap
into the knowledge of its staff and use that as the
central resource for always-on customer service.
“Best Buy’s ‘Twelpforce’ is a Twitter-based customer
service platform. Anyone can tweet a question, like
“What’s the difference between LED and LCD TV
technology?” and Best Buy’s 2000-strong retail
team will race each other to answer it. Twelpforce
now receives hundreds of tweets every day and Best
Buy claim to have reduced complaints by 20%. Not
only does it mean happier customers, it’s also
fantastically empowering and motivating for staff.”
Source: Trendwatching.com.
Companies such as Dell and Aviva have also grabbed the nettle and opened themselves
up to the Ethernet. It’s a smart way to balance open-season consumer commentary
with carefully controlled corporate strategy. Is there a case for re-training some of your
call-centre staff and empowering them to help customers pro-actively?
11. feedback
Instant
takes off at Singapore airport.
Giving and getting instant feedback shows good intentions that will leave people feeling like you really care
about their concerns.
Singapore’s award-winning Changi Airport launched its Customer-Centric Initiative with the aim of making
airport transit a more pleasant experience. Passengers can provide real-time feedback through touch-points
located in the terminals and staff are able to respond immediately to any issues raised.
Source: Trendwatching.com.
Many brands have no opportunity for
face-to-face interaction. But there are
alternative ways to offer real-time feedback
(Twitter being one of them). The question
is: Is it better to leave comments and
negative PR festering unresolved? Or is
it better to head off concerns quickly,
‘one-to-one’? Numerous brands – notably
Dell – have embraced the challenge.
12. Geronimo takes Direct Line to
the movies.
Showing your customers and prospects how a Perhaps more important than anything
claim is processed might sound as dull as actuarial else was the medium we used: Film.
dishwater. But not if you want re-assurance on A minute of video is worth 1.8 million
what happens when you need an insurer to spring words according to James McQuivey,
into action. Forrester Research. And, according
to recent comScore analysis, the use
In fact those who downloaded our ‘Anatomy of a
of video online can uplift enquiries and
Claim’ videos at some point in their buying journey
sales by up to 40%. What content do
were twice as likely to purchase as those that didn’t.
you have on your website that’s worth
The secret? We brought a human face to an converting to video? It doesn’t have to be
intangible product. Customers are more likely to an expensive feature-length production.
trust what a member of staff says than any other Short bursts are the name of the game.
form of brand communication.
Source: 2010 Edelman Trust Barometer
15. United Airlines hits the
WRONg the charts.
and slips down
kEy
If there’s one thing we’ve learned in improving customer This example sings out because it shows what can go
touchpoints, it’s that complainers can become advocates wrong if you ignore the influence of customers and
at the drop of a hat if handled well. How are your own staff the distribution power of the internet.
geared up to handle negativity? How do you track and
“A representative of US-based United Airlines was
respond to reviews online?
forced to apologise to Canadian songwriter Dave
Carroll after baggage handlers broke his guitar.
But only after Carroll had unsuccessfully tried for
nine months to reclaim the repair costs from United.
In a big-brotherly corporate gaffe, they claimed he
had initially followed incorrect complaint procedure.
So he wrote a song called ‘United Breaks Guitars’.
It was a YouTube sensation – viewed millions of
times, with over 14,000 comments and contributing
to a 10% dip in United’s share price. Ouch.”
Source: Trendwatching.com.