Surveys show that it takes 12 positive customer experiences to make up for just one negative experience.1 With this in mind, we asked Rosetta’s top experts in Creative, Technology, Global eCommerce and Video/Motion Graphics how wrong moves in their disciplines can alienate customers, and how marketers can avoid making these costly mistakes.
How can creative alienate a brand’s customers?
Every single customer touchpoint requires creative work. From physical environments to digital experiences, all must be architected, designed, developed and, in most cases, driven by data or insights. A brand is about how the customer perceives an organization, product or service, as well as the subsequent experiences or residual impressions left behind—regardless of channel or touchpoint.
Creative for the sake of creativity is similar to art when it comes to brand interactions. It can create a visceral reaction that is either positive or negative and only in the eye of the beholder. However, insight-driven creative that is strategic and designed with the audience in mind fulfills emotional, functional or behavioral needs and will create a deeper connection/two-way dialog between the customer and brand based on mutual value.
Yes, terrible interfaces turn people away, lack of usability repels users, using the wrong brand tone may anger your customer and irrelevant advertising gets lost in the customer’s eyes—but at the end of the day you do great creative and avoid alienating your brand’s customers by simply understanding what they need and who they are, and use these insights to build a lasting impression and preference.
How can technology alienate a brand’s customers?
Joe Lozito, Chief Technology Officer
When it comes to alienating customers with technology, I think it’s less about software in the company’s stack than about front-end technologies that are either “not ready for prime time” (such as, near field communication, beacons and augmented reality) or poorly designed (for example, a bad user experience or long load times). Those are the kinds of technology missteps that definitely turn-off consumers, which is why brands need to think carefully about their technology strategy prior to deployment to ensure that systems are both well designed and actually desired by the customer.
How can a poor commerce experience alienate a brand’s customers?
Gary Schoch, Global Commerce Lead
With commerce, the problem marketers run into isn’t so much turning off customers as turning away profits. As brands create more and more opportunities for customers to engage, they have to carefully use the data they collect to keep from literally giving away the store.
Using in-store solutions like iBeacons or mobile push solutions like Xtify to simply push promotions, rather than generating engagement, can greatly reduce the customer’s value to the brand. Think of that loyal customer who typically buys at full price, but receives a 25% off promotion upon entering the store. If the retailer had a real customer engagement platform in place that analyzed each customer’s purchasing patterns, it could have presented information about a new product line that complements previous purchases, or even better, an inspiration ad for an item the customer has viewed online multiple times in the past month. Instead of getting 75% of the revenue for the one item the customer came in to purchase, the retailer could get 100%, plus additional full-price impulse purchases.
Knowing how to capture customers without leaving profits on the table requires deep customer intelligence and the technology platforms to exploit it.
How can a poor video experience alienate a brand’s customers?
Mark Nguyen, Partner
Video is one of those omnipresent technologies that is so engrained in our everyday lives that, to a point, we all see ourselves as experts in the field. What makes a good show, what interests us, and what keeps our attention? Everyone has his or her own opinion on what makes a video worth watching. The truth is that there is always going to be someone who agrees with you and someone else who thinks you’re insane.
B-movies, cheesy infomercials, high-concept cinema, documentaries—there’s an audience for everything. The key to not alienating a potential customer is really understanding who your potential audience is and targeting your message very specifically to that group’s personal tastes and interests. Knowing and understanding your audience is critical in keeping their attention. With enough information, even the most horribly produced video can garner a strong, vocal audience, and a well-executed video can be a game changer.
For more facts and figures on the value of Customer Engagement, download the Rosetta Consulting white papers: