2. Short feedback loops & real-time improvements
New products need to be brought to market faster. The trick is to work with short feedback loops and improve products in real time . Traditional companies conduct months of market research before a product is brought to market. After launch, the product needs to survive, even if it does not achieve its objectives. In other words, after launch, nothing happens except waiting and adjusting the marketing a bit.
The new model brings a product to market faster. Through real-time feedback from employees and social media, the product is improved very quickly. Modern product launches are an iterative process . The launch thus becomes the beginning of a new process. We heard stories of restaurants that adjust their menu and know very quickly through their own employees what customers think of it. Through Yammer , an internal collaboration tool, this information is shared internally. Shortly afterwards, an update of the product is released. If the product is not good enough, it is quickly discontinued.
yammer short feedback loops
3. Real-time insights & personalization via big data
Big data is the buzz word of the moment. Every company uses data to improve the relationship with the consumer. Today, technology allows us to focus on the wishes of the individual customer and not just on the wishes of the average customer. Big data predicts what a customer wants, before the customer knows it. Instead of real-time solutions, there are 'before time' solutions. Companies can offer customers what they need tomorrow.
TacoBellCantinaMenu11Taco Bell uses big data to predict the success of product launches. With 90% accuracy, they know how successful a new product will or will not be. Data is the new secret weapon of the marketing department. You can use data to predict success, but also to show the right message at the right time. Evernote convinces consumers to switch to the premium version, by giving commercial messages in the right context. A modern marketer today looks for opportunities to sell more through data.
Nike fuelband is another example of a big data tool. Consumers give Nike a lot of personal data as a gift when wearing this digital bracelet. Nike knows where you are, how much you walk or exercise and what your heart rate is. In theory, Nike could deliver a new pair of shoes to your doorstep at the ideal time. It would be the ultimate proactive service from a brand to a consumer. Thanks to big data, companies know what the consumer wants, even before he knows it himself.
4. Angry Birdization
Everyone knows Angry Birds, the most successful mobile game ever. The success of the game can be described in three words: fast, easy and fun . The challenge is to subject the relationship with the customer to the Angry Bird rules. Are new applications fast, easy and fun ? It is not an 'or' question, it is an 'and' question.
3D-angry-birds-angry-birds-32093008-1024-1024Consumers are used to the ease of use of romania mobile phone number list Apple and Google. The speed at which customer expectations evolve is usually higher than the capacity of companies to change. Hence the need to subject every product launch or new online feature to the Angry Bird test. Davy Kestens, founder of Twitspark, believes that investing in patents is a waste of energy: “They hold back innovation. If copycats appear, we have to make an even better product even faster.”
The strength of a company lies in details and passion. Details make the difference in customer relations. Every organization has large processes to satisfy and retain its customers. However, these processes often forget the small details and the interactions between the different contact moments. Customer satisfaction is made or broken with details.
In addition, passion is the most important part to succeed. Self-confidence, pride and passion are contagious. We have seen large and small companies, but they all had their pride and passion. The degree of passion actually determined our enthusiasm for a visit.
The challenges for modern organizations are great. The external clock evolves faster than the internal clock. The consumer is becoming increasingly demanding of companies. The world is moving forward at an unimaginable pace. As a modern company, you have no choice but to prepare for this. “It is not the strongest that survive, but those that adapt best,” said Darwin. Well, that Darwinism has become an extreme Darwinism. The way to adapt: customer first, without compromise ! Build an organization that can make this happen: a network organization, driven by a strong common goal.