It's been a really exciting Summer here at House of Kaizen with the launch of our breakfast event series in June titled 'Discover Experience Optimisation.' The focus on innovative customer acquisition strategies proved popular and so in September we held the second event to discuss customer retention strategies.
We had a morning of breakfast bites and incredible insights from four expert speakers on a diverse, exciting and engaging series of topics. Where our first event focused on acquisition, our second event focused on the often overlooked area of retention. When it can be up to 25 times more expensive to acquire rather than retain customers, and with so many companies working in silos, our speakers stressed the importance of thinking critically about the entire customer journey.
If you unfortunately missed this event (unlucky!) then you can check out their summaries and key highlights below (breakfast not included).
Registration for the final event in our series will be opening soon. Seats for previous events ran out quickly, so please register your interest at the bottom of this page and we'll share more information with you soon. We hope to see you there!
Targeting what they term the 'Beauty Majority' Birchbox has a customer base of over a million subscribers worldwide. In her presentation, Janis explained Birchbox's focus on personalisation (sending products each month based on the customer's beauty profile) but balancing this with choice (the ability to add to their box and select one product themselves). She emphasised their customer-centric approach and how consumer research has often surprised them, providing insights which have helped the business develop their strategy and grow.
Customer experience is what dictates the degree of authority and influence a brand has over an existing customer. Unlike new customers, the behaviour of existing customers and their likelihood to churn, cancel or become dormant is determined by the moments they experience - peaks, pits and transitions. Alain explained how marketers must recognise these moments and incorporate them into the customer journey mapping and contact strategy. Like Disney and FitBit, that make great use of these, it will infuse communications with authenticity, persuasion and effectiveness.
Richard Murray delved into the importance of using social data to inform your retention strategy. Churn is a complex topic, but by tapping into social media you have access to a massive sample size of people speaking freely, without prompts, providing you with an organic view of the top issues throughout your customers' entire journey.
Aly's talk identified the challenge of an over-abundance of siloed content within businesses, which fails to engage audiences and drive customer retention. Aly explained how to map audience journeys to your existing content, enabling you to identify missing content, and then create, edit and optimise to develop better journeys for your customer and therefore better experiences.
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