I live in a Fortnite house. My ten-year-old son discovered the game soon after its launch and has played it regularly on Xbox and mobile with his friends since last spring. On many mornings I have had to physically separate him from the controller (and his online friend crew) and usher him off to school. On countless evenings I have prepared chicken dinner while surrounded by the sounds of him battling and building his way toward “Battle Royale” wins. The Duo and Squad battles are the loudest, with my son and his friends shrieking in excitement with every giant sniper tower constructed and every enemy vanquished. Oh, and I mustn’t fail to mention the player dances—“emotes” that a player’s avatar can perform on-screen during a battle, not seemingly adding to a player’s ability to win but adding notably to the game’s fun factor. If you were anywhere in public in 2018, you likely saw kids and young adults breaking out into one of these dance moves—among them Take the L, Make It Rain, and my kids’ favorite, Floss.
How Fortnite Is Changing the World of Gaming
Fortnite is not just a game; it’s a social phenomenon connecting its players via the game play itself, the emotes, the live chatting, and the ability to play via various gaming platforms, both console and mobile. If you have any kind of gaming console, computer or mobile device (and your partner or mom gives you the A-OK to play), you can play and be a part of a huge global community. Continue reading
Insight Communities: A Proven Solution to Customer Insight with Serious ROI
This is the era of give your customers what they want or risk losing their attention or favor. Customer research is increasingly important to provide your company with the information it needs to maintain and attract happy customers. One challenge companies often face is the cost of implementing a reliable way to engage with their customers to drive insight that also provides a return on investment (ROI). Insight Communities are a highly effective and reliable way to engage with your customers and have been proven to drive positive ROI.
Insight Communities are an online research solution that is used to consistently engage with and provide insight on the desires and needs of your customers, stakeholders and shareholders. These communities are built to help companies answer the business issues at hand with engaged members who, ultimately, drive advocacy for their brand. Insight Communities are organizational assets that both inform business decisions and create brand advocacy among members. Continue reading
With digital transformation occurring at breakneck pace, it is time to shift gears. Our wish list revolves around reinvigorating your brand and your approach to customer experience so that more people can “believe” in you again.
You may be asking; why wouldn’t we just add some shiny new toys to engage customers? Isn’t that what we asked for last year? While shiny new toys have their place in this strategy, we are inundated with new gadgets and technologies and the immediate data and information they offer, though the ongoing relationship and experiences we have with you are not changing as much to keep up with the trend. We know you are making strides to introduce new interaction and communication technologies to improve our relationship, though our experience appears to be stuck in neutral.
We communicate with each other only a handful of times each year and you do not always provide us with what we desire. Since we have a strong desire to freshen and update our relationship with you—and, in turn, improve the relationship our customers have with the energy industry—it is time you start considering a new approach. Continue reading
As utilities face increasing deregulation and competition from distributed generation, they need to refocus their key performance indicators (KPIs) on metrics that describe customer actions and sentiment rather than on the somewhat passive metric of operational satisfaction.
Recently, utility executives have been asking us to help them develop or evolve their KPIs to include Customer Effort, Customer Advocacy, Net Promoter Score® (NPS) and Ease of Doing Business. Given that the industry is primarily monopolistic, this presents some unique challenges in identifying KPIs that provide effective and useful metrics for utilities today. Continue reading
There’s no doubt that online sales are growing. In fact, at 16%, online retail sales growth is swiftly outpacing in-store sales growth, which stands at 3.4%. But before you close up shop, consider the other side of this story: Most of that growth is attributed to brick-and-mortar retailers adding online sales to their mix. Plus, when it comes to total sales, brick-and-mortar stores lead the way. In 2017, in-store sales increased by $152.7 billion, while ecommerce and online sales increased by only $62.5 billion.
So, while the Amazon effect is very real, it’s not as scary as it seems. But that doesn’t mean you can ignore the fact that digital is woven into the daily lives of your customers, or that many of them enjoy the ease and convenience of shopping for some of their favorite items from the comfort of their own couch.
What it does mean is that if you want your customers to continue visiting your brick-and-mortar store, you’ll need to make a few changes. Continue reading
Healthcare marketers may be talking to the people who use their products—but are they talking to the people who buy their products? It’s an important distinction, and in many cases, these two stakeholders may not be the same.
In a recent self-funded study, the healthcare research team at Market Strategies International-Morpace honed in on how caregivers interact with healthcare services and products in relation to the loved one they care for. The results are striking in their implications for healthcare marketers. Nearly one-third (29%) of the adult population is responsible for caring for another adult with a debilitating medical condition. Of this group, 52% buy over the counter (OTC) medications for their loved one and in many cases without their loved one’s input—which begs the question, why aren’t more healthcare marketers actively trying to connect with caregivers?
Lessons from the Consumer Packaged Goods Industry
The telecom industry has always been innovative, but the innovation has been mostly incremental. Over the past century, we had telegraphs, then wired telephones, then wireless phones, then cell phones, and now we have smartphones. Up until the smartphone, the iterations were not fully reimagined products, just significant improvements on the existing products of the era. Today, we have high-speed internet and smartphones that put most of our communication and entertainment literally at our fingertips. Never has the telecom industry had to reinvent itself to the extent that it does today.
Telecom companies are now essentially media companies, not phone and internet companies. To accommodate all of these changes and to rapidly adapt, telecoms are engaging in an unprecedented number of mergers and acquisitions. A combination of these factors means telecoms need to constantly rethink their products and positioning. They also have to build and market new products—and they have to do it quickly. Continue reading
How the Healthcare Industry Is Failing 29% of the US Population
If you’re like me, you have firsthand experience watching someone you love care for the health of another person. I watched my mother care for her husband of 50 years, who battled cancer, cardiovascular disease and diabetes. Every day for nearly 12 years she made sure he was eating right, taking his medications, attending health-related appointments, and purchasing the healthcare products he needed for the day-to-day management of his conditions.
Like many caregivers, my mother was also caring for another family member at the same time. Her father needed help as he dealt with a variety of ailments as he slid into his 90s, and she had to make sure he was getting proper nutrition, accessing wound care, keeping his body active and mobile, and addressing his vision issues. Additionally, while she cared for the two men who meant the world to her, she managed to work part-time and maintain relationships with the rest of her family and friends. She is the matriarch of our family and appeared to handle the stress effortlessly. However, I recently discovered after a heart-felt conversation with her that it was not as effortless as she made it appear. Continue reading
You’ve achieved your customer experience (CX) goals! Congratulations! … Now what?
When our clients’ organizations commit to their CX measurement goals (CSAT, NPS), internalize the key drivers of performance improvement and integrate them with operational priorities, they often succeed in hitting their CX outcome measure goals.
While this is always good news, it can create new challenges—“happy problems,” as we’re told to see them. Here are some common CX program traps to avoid after you hit your CX goals: Continue reading
Insights Powered by Cogent Reports™
This article is not about building the fundamentals for strong customer engagement: operational excellence, a strong brand and value-added product offerings. Instead, it’s about the moments that catch customers off guard—in a good way—and how utilities can intentionally create those moments in their customer interactions. These moments help support a solid customer experience strategy, and more importantly, help create advocates, as customers share with friends and family, “you won’t believe what my utility company did!”
1. Invite new customers into a relationship
My colleague Chris Oberle, senior vice president of the Energy Research and Consulting group at Market Strategies International, has written about the missed opportunity for customer onboarding. Two years later, only 8% of customers new to their utility recall receiving any sort of welcome or onboarding material. Continue reading