As we all consider what's important, and customers re-examine their spend priorities, how can you re-evaluate and improve your customer experience?
Our first event of 2020 was a virtual one but was nontheless packed with insights. Along with our friends at Audience Intelligence platform Pulsar, we strove to shine some light on topics such as: how to increase the lifetime value of your customers; how to grow your recurring revenue; and how to place customers at the heart of your experiences, more crucial now than ever before.
If you weren't able to make it then don't worry - we have speaker roundups below as well as the full recording of the webinar too. Don't forget to sign up for updates about our next event. We look forward to seeing you there!
Joel kicked off the morning by sharing how brands can adapt their strategy in the current climate - and succeed while doing it. He explained how using a Recurring Revenue Model (RRM) enables the development of strategies to target all stages of the customer lifecycle, generating predictable revenue and commercial growth. He then illustrated how the three voices (business voice, customer voice and process voice) inform your decision making and strategy, opening up the path to experimentation.
Tom's presentation delved into how brands can better connect to their customers by enhancing their segmentation, overlaying insight about customer mindset and behaviour. He took viewers through four psychological segments, which their customers are likely to fall into, and discussed them in relation to different product/service categories. He explored how purchasing behaviour is likely to change for each and what you can do to adapt.
Anna and Oryelle explored how, in a changing environment, brands can use social data to understand and anticipate shifts in consumer behaviour to retain audience attention. They emphasised the need to look at ambient feedback (which is abundant across social channels) and delivers benefits over many other insight methods. Example insights from customers include: new feature suggestions; product names; and desired user flows and outcomes. Finally, they explained Pulsar's work around 'the new normal' and how brands can use this insight to link their content to the right context to achieve measurable outcomes.
Osh focused on the work he's done as House of Kaizen's business director, helping the brands Shelter and RSPB prove the value of experimentation in driving growth. With just one test so far under their belt, Shelter have seen a 45% uplift in average donation value, while working in partnership with RSPB we achieved an ROI of 871%. Osh explained that by focusing on an initial stage of discovery and research and ensuring complete alignment with the business KPIs, fantastic results will follow which can convince internal stakeholders to release additional investment - crucial in these testing times.
Qualification criteria does apply for this offer and an initial conversation will be required to assess your eligibility for this service.