Topics: Marketing Strategy
Emotion, engagement, and evocation
Smart businesses not only provide products and services to consumers, but they also offer unique experiences that create lasting impressions. Creating a lasting memory as the point of conversion separates mere service from experience by initiating a delightful customer relationship that translates into an ongoing dialogue between brand and customer, both in the upcoming year and beyond, according to a 2019 International Journal of Hospitality Management article.
Disney knows this fact well. In an effort to “root out all the friction within the Disney World experience,” Disney implemented the MyMagicPlus program. A MagicBand (radio frequency device) serves as the means by which a customer interacts with the park: making purchases, fast passing through lines, and alerting park staff when the customer waits too long (a voucher is then given for the inconvenience). Park employees can provide personalized services, such as a child’s favorite character greeting him or her by name when converging in the park, or a prepared meal ordered at the hotel available for pickup instantly upon customer arrival by the detected proximity of the wristband to the restaurant.
This highly personalized customer experience can cement a fan and future brand devotee from an early age and create a remarkable impression by eliminating friction in customer service. Not surprisingly, the marketing trend toward using tech to lead to memorable experiences will carry into 2019 and the future, and value-in-memory service may create the most lasting, successful customer experience to date (Robert J. Harrington).
Co-creating customer experience
Using data to drive customers to co-create experiences is increasingly common. As businesses adapt to customer desires—feeling valued, having a sense that they provide important feedback, and having positive interactions with other customers—surprising marketing trends have developed. Customers now volunteer two key processes normally relegated to company purview—quality assurance and marketing (Tingting Zhang).
Adobe, a long-time partner with Axis41, developed products that inspire user-created social groups on apps like Meetup, Facebook, and Twitter to develop expert learning from one another. Entire regions around the world have attracted Adobe users to form these communities, generated by interest and enthusiasm for Adobe products and news. Adobe embraces these communities and keeps a directory of Adobe user groups on its website and a help section for navigating management for group administrators (Blake Morgan).
Ford Motor Company is another example of an organization embracing the impact of social media to forward its mission of innovation. By listening to its younger customers’ desire for social good, they’ve successfully created a lasting legacy by partnering with Maria Shriver and other social media influencers to support her Architects of Change campaign. Ford helped to evoke members to engage in the value and goodness in their communities, and in the partnership, positioned itself as a socially conscious brand that initiates the movement of communities forward, sustaining the company as a viable brand in the future.
These are just two examples of companies that are successfully co-creating the customer experience. Adobe realized the feedback potential by tapping into its customers’ self-generated knowledge sharing communities, and Ford recognized the possibilities for customers to create company value by harnessing social media users to partly bear the burden of its marketing in advancing the brand as one for social change.
At Axis41, A Merkle Company, we utilize marketing trends to develop campaigns that position your brand as a leader in memorable, experience-based services. Customers feel engaged before, during, and after service with our holistic approach, combining robust technology and value-in-experience marketing. We inspire customers to co-create value in your products and services, backed by the dedication of a local company and the global support of our parent company, Merkle.
Contact us today to learn more about how we can help.
Robert J. Harrington, Rhonda K. Hammond, Michael C. Ottenbacher, Prakash K. Chathoth, Byron Marlowe. “From goods-service logic to a memory-dominant logic: Business logic evolution and application in hospitality.” International Journal of Hospitality Management 76. Part A (2019): 252-260. Web.
Tingting Zhang, Edwin Torres, Po-Ju Chen. “Engaging customers in value co-creation or co-destruction online.” Journal of Services Marketing 32.1 (2018): 57-69. Web.
Morgan, Blake. “Leading Both Employee And Customer Experience At Adobe.” Forbes 7 September 2017. Web.