What’s the difference between a good and an excellent restaurant? It’s not just the food; it’s the experience. There is a reason why Starbucks started asking people for their first name in 2012 – they needed to get back to basics and provide a better customer experience. After all, only a couple of pence of your £3 coffee actually goes towards the drink.
It’s not always easy laying an experience on top of ‘business as usual’ service. Especially for social media where an understanding of context and previous conversations typically leads to a better customer experience. It’s data-led insights resulting in improved relationships.
This is the gap between the experiences that people have online and the offline reality. It’s the difference between the sexy online ad (on the left) and the in-shop reality (on the right).
It was the explorative subject at a social media event I was invited to last week called #HatchLive at the Mondrian in London (an excellent venue for events). If you work in-house or in an agency for a consumer brand then the talks would have been directly relevant. As I work for a variety of financial based clients it can be a little more challenging devising a strategy – there are A LOT of regulations.
Of all the talks that really struck accord, was a presentation that covered a campaign called Hijack showing how a well-designed app by a footwear shop in Guatemala was able to steal customers from competitor stores. It shows just how disruptive social media can be and is an excellent example of integrating online and offline customer experiences.