5. Three topics for today
Customer voice as a service development
1
driver: maximum impact on the market
Every touchpoint counts in building
2
customer loyalty
Leveraging the owned media:
3
multichannel experience inside restaurant
6. Customer voice as a service development driver
Methods
Satisfaction Panels as a window Purchase path
surveys to customer world analysis
Service Marketing Engagement as a
development “tricks” business model
communities
17. Every touchpoint counts in building customer loyalty
Why not use SMS?
“Hi Tommi! We have a new menu with loads of
amazing fish dishes. Come to check it out, you’ll
get special starter for free if you book now! Go to
finds.mobi now to make your reservation.”
“Hi Tommi! We have special friday tomorrow at
FINDS for our great membership customers. 3
course meal is only XX€. Book now at finds.mobi!”
21. Every touchpoint counts in building customer loyalty
Think about the funnel
TRIGGERS
CONVERSION
Social media PLATFORMS GOALS
WOM
SMS/email .mobi site Reservation
Advertising website Visit
Google Maps phone
Visit to site
22. Every touchpoint counts in building customer loyalty
Metrics that count
TRIGGERS
CONVERSION
Social media PLATFORMS GOALS
WOM
SMS/email .mobi site Reservation
Advertising website Visit
Google Maps phone
Visit to site
Cost of conversion*
*so you should know what initiated the visit
27. Leveraging the owned media
What would Amazon do?
Recommendations
Bundling of products
Favourites of the week
Remember the customer
Ask to rate and review
30. Three key messages
Listen to customer voice and always improve.
Use touchpoints with conversions in mind.
Leverage the owned media to sell more.
31. Three key messages
ints
po
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t ou
f improve.
Listen to customer voice and always o
ase
at ab
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ef
Use touchpointsrwith p os conversions in mind.
( pu
a
ild
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Leverage the owned media to sell more.
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Editor's Notes
Instead of slides about online shopping behaviour... Has increased every year. Now it’s mainstream.
Think about restaurants: you need to convince customer each time. It does not help to build loyalty program, if the food is not good every time (and it should develop).
Satisfaction & Panels: quite common.
P-path: e.g. Unikulma: how customer buy and the motivations behind decisions
Service development comms: Sonera, Starbucks, Dell, P&G
Marketing tricks: everybody else in Finland
Engagement: Lego build your own product. Nike ID own shoes.
Petrus is talking about targeted advertising
Identifying these can allow marketers and management to define the aspects of their business that connect to the concerns of customers. This is where defining and developing touchpoints are critical to continuing customer relationships.
Brand platform --> Touchpoints --> Most important touchpoints for your business
KEY THING: MOVING AWAY FROM THE OWNED MEDIA!
Burker kingm dunkin donuts pizza hut (BUSINESS) etc.
Not the fan of these.
SMS & Tactical marketing tool
Purposeful touchpoint use! When there’s something to say
Why not bring the booking as an integral component in own site? Like airlines do.
iPad??
FLICKR
Ask to book a new table “We are changing our menu in three week: can we book a table to taste our new one”.
SMS after repair visit to instantly rate the results
“Hi Tommi! You just ate at FINDS restaurant. Would you care to rate your visit? Reply with a score between 1-5 (bigger the better) and any other written feedback.”
