context is king web
TRANSCRIPT
Context is King: Redefining Engagement
Rob KeveChief Executive
The Fizzback [email protected]
Jonathan MacDonaldSenior [email protected]
We know who you are• Traditional advertisers:
– We know what people in your segment watch and read!
• Market research:– We know that attitudes and
needs of your segment
• Direct marketing:– We have done some clever micro-segmentation
and propensity modelling and know what offers your micro-segment will respond to
• Customer service:– We know how quickly to answer the calls
of people in your value segment and who to route the likes of you to
The trouble with Who
• We change...- Role- Needs- Location- Devices- Preferences- Influences- Just because- ...constantly!
• We are not segments
• We are context driven
Context comes from...
Where it means the most –At the Point-of-Experience
• Consumer engagement is a function of relevance
• More willing to engage while they are in that role or experience
• These experiences have a half-life
• At-point-of-experience engagement generates mass and representative engagement
Context
Where?
When?
How?
Why?
The Experience Half-lifeR
ecol
lect
ion
stre
ngth
and
acc
urac
y
Proximity to experience
annoying
awful
Advertising Direct Marketing
Customer ServiceResearchInstant
Feedback
Recollection accuracy, Action window, Relevance
Put consumers in charge of where = Accurate
Respect your audience’s time
• Traditional B2C communication is often dictated by your company’s processes, your schedule
– Advertising, Research, Telemarketing, Customer Service
• Customers decide when they have a need
• Request at Moments of Truth– Across customer lifecycle
Context
Where?
When?How?
Why?
"I'm not really bothered by your demography", says Google. If your pressing current need is to find out about "perennial shrubs" then I’ll tell you about local garden centres.Rory Sutherland, Vice-Chairman, Ogilvy
Moments of Proof
• Ask customers at key‘moments of truth’
• Drive front-line staffbehaviour to supportbrand values
• Positive corporatebody language
=27 Point improvement in Net Promoter Score
Context
Where?
When?How?
Why?
Put consumers in charge of when = Relevant
How your customers want
• Asking people how they are is a good way to start any conversation...
• When given the choice* for feedback– Most consumers use SMS text– Email is the second most popular– Voice calls are popular with older demographics– All prefer natural language
• Convenient channels available duringthe experience ensures:– Far higher volumes– Better quality feedback – highly relevant– Better repeat usage
* Based on UK and US Fizzback usage
Context
Where?
When?
How?
Why?
Put consumers in charge of how = Convenient
Why do people communicate?
• Express love, positive feelings, give compliments• Ask questions• Make suggestions• Complain, moan, chastise• Attempt to amuse...
• Make it hard for people, they’ll just complain
• Give people choice, make it easyand they’ll tell you what’s on their mind
Pre Fizzback Fizzback
Negative Feedback
Neutral Feedback
Positive Feedback
Fizzback volumes
Context
Where?
When?
How?
Why?
Put consumers in charge of why = Meaningful
Context comes from...
Context
Where?Accurate
When?Relevant
How?Convenient
Why?Meaningful
The Tolerance Environment
The Definition of Tolerance
The Abolition of Toleration
Rules of Engagement
The Collaboration Environment
The Communication Ideal
So what’s Fizzback?
• Fizzback is a new way to engage consumers– Where it matters: at the point-of-experience– When in matters: at key moments of truth– How they communicate: using mobile devices and natural language– Why? Whatever is top-of-mind
RetailFinancial Services
Leisure & Entertainment
Telecoms &Media
Transport & Travel
Bottom Line...
• Give customers the control of – How– When– Where
they communicate with you
• Fit into their life
• Don’t dictate your agenda
• Collaborate & Co-create
Result: An Army of Advocates!