“TODAY’S CUSTOMERS ARE LOOKING FOR INSTANT
GRATIFICATION. THEY EXPECT TO BE REWARDED FOR THEIR LOYALTY”
So how can we achieve this?
Smartphones and tablets are making everyday activities instantly more interactive, and successful operators will be those that create interest and engagement with their customers. Traditional rewards and money-off
offers are no longer enough on their own. Being able to create gaming attributes for increased consumer participation and interaction are the new success drivers (see gamifi cation feature, p46). These are the approaches that will start to differentiate the winners from the losers. The ability to recognise and reward customers in novel ways – providing them with access to unique services and support for special interest groups within your clubs – will be a growing trend.
POWER OF THE CROWD This change process relates to new emerging consumer journey models. Customers are increasingly interacting far more intensively with peer groups.
june 2012 © cybertrek 2012
Social media can be a double- edged sword. Done badly, it can damage your brand
They now seek more feedback before forming purchase decisions and are interrogating propositions more aggressively before making choices. This change creates opportunities
as well as potential threats. Innovative companies are mobilising passionate interest groups, not only engaging them to take part in developing new products and services but also in co- creating them. Success in the future will be based on an organisation’s ability to act on the information received and communicate it publicly in both a meaningful and an engaging way. But what is driving this change?
Certainly mass-market communication is moving to a ‘less is more’ strategy. More emphasis is being placed on building quality connections with individuals who are loyal to the business and who can spread the word in a more meaningful way. The companies that succeed in effective community building will be the ones that become the trusted brands within the market.
THEORY INTO PRACTICE The following case studies bring these ideas to life very well, highlighting how focusing on the simple capabilities of social media can help companies put a real smile on the faces of their customers – and ultimately convert a few into many:
KLM: The personal touch KLM wanted to see how it could use social media to make passengers feel special – and what knock-on impact that might generate. Its focus was on turning boredom into happiness, putting a genuine smile on the faces of its customers. The company targeted a specifi c moment in time: one we are all familiar with, namely the dead time we experience when kicking around an airport waiting to board our fl ights. So what did KLM do? It identifi ed a
selection of passengers who were booked onto fl ights on a given day and who were also registered to a Foursquare or Twitter account. The team profi led each of those
Read Health Club Management online at
healthclubmanagement.co.uk/digital 63
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92