Gabe Joynt - Razorfish

LIMINALcustomer engagement in transition

Social Media Marketing & Monitoring 2011San Francisco, CAMay 23, 2011

Gabe Joynt | Strategy Director, CRM Solutions | Razorfish

[email protected]@gabejoynt

LIMINAL | customer engagement in transition

1 challenge

2 findings

3 application


the evolution of customer engagementIS LIKE ICE CREAM

but, how do you get to the point where you know which flavors to offer?

Source: Punchstock #93453428

TAKE A BOTTOM-UP, CUSTOMER CENTRIC APPROACH to prioritize and optimize engagement touch points ….

6

Virgin America Case Study


Virgin America

Case Study


challengeWHAT’S IMPORTANT TO CONSUMERS WHEN THEY REACH OUT TO YOUR BRAND?


What a customer feels when he knows he can expect a company togo out of its way to support his needs, and knows the company values his business. One interviewee explained: “[It’s] something as simple as calling a person, having them listen and talking to them. Just feeling as though they are out there, working on your behalf, that your situation has not been discarded, you are not just another passenger. It’s the personal touch that makes the difference.”


When a company respects a customer’s time and energy, and promptly addresses his or her needs. When airlines offer consumers kiosks, which allow them to get their boarding pass with limited interaction with the airline, that is an example of Efficiency—many of us like to avoid the long lines and laborious process of checking in with a company representative.

One interviewee praised online transactions through a computer or mobile phone, finding them easier, faster and more financially trustworthy. However, not everyone feels the same way; another subject complained that being contacted extensively had the opposite effect, saying, “Initial contact is OK but after that I don’t like to be hassled too much.”


When customers feel confident that a company is credible, and will handle engagements honestly, sincerely and transparently. One interviewee mentioned:

“I need to believe that they’ll stand by what they are giving me. If something goes wrong, they will correct [it]. I’ll take chances with [trusting a company] so long as I’m sure they are there for me to correct any problems.”


Achieved when customers feel a company is uniform in things such as policy, attitude, communication, and messaging.

Interviewees reported they noticed when a company’s words and actions clashed. Participants also defined Consistency in terms of reliability, durability, experience and craftsmanship.


Achieved when a customer feels messaging from a company is interesting and applicable to their needs. When a retailer offers personalized coupons to its customers with discounts on items they frequently buy, that is Relevance (and probably, makes them feel Valued). One participant mentioned:

“A lot of companies are wanting to reach you through the Internet. Everybody has a Facebook page. Blah, blah, blah. I’m not going to a company’s page unless you give me a reason to go there. And I don’t want to hear about new products there. I want to go there if I want to become part of the [brand’s] culture or there is some important information there.”


Manifested when the customer can determine if, when and how a company will communicate with him or her. Interviewees noted they want to give companies permission to be in touch with them up front; conversely, they want to opt out when they are done engaging. Control can be implicit or explicit, yet the consumer wants to be at the center of it. He or she would rather foster a relationship than receive a one-way push from the marketer.

As was said earlier, however, it is noteworthy that in “the consumer is in control” era, Control was the least important of the six Engagement Elements we identified. One reason for this, we believe, is that if a company delivers on Trust, then Control becomes less important.

findingsTHE POWER OF CUSTOMER VALUE PLUS INFLUENCE


social webDATA

behavioral DATAconsumer

DATAInterviews & Survey

CONSUMER DRIVEN View of Engagement


Channel Importance

Archetypes

Engagement Elements

Engagement Elements (by Channel)



channel importance


engagement elements by channel


Achieve a long term lock on this audience by creating an optimized digital experience – enable them to share this experience with their network.


A potential emerging consumer. Ensure strong experiences so they spread the word today, and fly more in the future.


Retain this audience by optimizing traditional touchpoints and focus on mobile as an emerging channel.


Potentially comprised of one-and-done and other segments. Biggest drain.

applicationWHAT VIRGIN AMERICA DID NEXT

HITTING THE GROUND RUNNING WITH NEW ENGAGEMENT OPPORTUNITIES

1 tried & true

2 optimization

3 shiny objects

RENEWED FOCUS ON TRADITIONALLY ENGAGED


OUR APPROACH HASN’T BEEN WHOLESALE… IT’S BEEN AN EVOLUTION.

RESULTS: Consistently improving feedback from our guests that we are sending the ‘right’ and ‘relevant’ content, stronger metrics as we test, more simplicity, and engaging promotions/news/events.

WE LEARNED THE EMAIL CHANNEL REMAINS THE ‘BREAD AND BUTTER’

FOR MANY OF OUR HIGH VALUE GUESTS TO INTERACT WITH US …

WE LEARNED THE EMAIL CHANNEL REMAINS THE ‘BREAD AND BUTTER’

FOR MANY OF OUR HIGH VALUE GUESTS TO INTERACT WITH US …

LIMINAL | customer engagement in transition31

CONTINUING TO SERVE THE SOCIALLY SAVVY

In November 2010, VX was the first airline to launch the ability to earn points through Facebook Places or Foursquare check-ins for Elevate members through a partnership with TOPGUEST …


VIRGIN AMERICA HAS CONTINUALLY FOCUSED ON THIS GROUP, FROM LAUNCHING MARKETS WITH PROMOTED TWEETS TO PROVIDING FREE FACEBOOK IN-FLIGHT.

RESULTS: Providing another valued point of engagement to earn real currency, and members who have checked in virtually show a dramatically higher spend than base Elevate members

CONTINUING TO SERVE THE SOCIALLY SAVVY

Gabe Joynt - Razorfish

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