Why Post-Purchase Engagement is the Key to a Successful Brand

Bite-Sized Delight From the Episode:

• Why post-purchase engagement is the future for great brands.
• How typos can turn into opportunities.
• What our listeners love and can’t stand about the hotel customer experience.
• What customer experience professionals need to understand their audience better.

THIS JUST HAPPENED: Grammar Police [02:08-14:42]

While Joey still hasn’t come around on Twitter, Dan gets a lot of stories about customer service and customer experience on the platform. When UK-based fashion company Asos discovered a typo on a massive order of 17,000 custom bags, they announced on Twitter that they were “limited edition,” turning a mistake into engaging marketing. We also look at the “Grammar Vigilante of Bristol,” who goes around fixing mistakes on business’ signs.

Ok, so we *may* have printed 17,000 bags with a typo. We’re calling it a limited edition. pic.twitter.com/wTpKNid4V5

— ASOS (@ASOS) March 21, 2018

Tweetable Quotes

You’re going to make mistakes, so make a choice on how to react. #CX Click To Tweet
Asos took to Twitter and posted a picture of their misspelled bag, calling it a ‘limited edition.’ #CX Click To Tweet
Proper spelling and grammar are a reflection of your brand, and therefore part of the experience. #CX Click To Tweet
You can always turn a negative into a positive. #CX Click To Tweet

Takeaways

• Proper spelling and grammar are a reflection of your brand, and therefore a part of the experience.
• Fix mistakes as soon as they are found.
• You can always turn a negative into a positive.

CX PRESS: Successful Brands Focus on Users, Not Buyers [14:43-19:27]

“The Most Successful Brands Focus on Users, Not Buyers” from the Harvard Business Review is this week’s article. The major distinction made is the difference between a “traditional” brand and a “digital” brand. For example, digital brands focus on post-purchase engagement by viewing customers as users, rather than buyers. There’s many more amazing insights, and Dan and Joey break down how it applies to your business and how even traditional brands can do post-purchase engagement.

Tweetable Quotes

Digital brands focus on positioning themselves in the lives of their customers. #CX Click To Tweet
Post-purchase engagement will be the hallmark of successful companies over the next 20 years. #CX Click To Tweet
There is more than one right way to do business. #CX Click To Tweet
Many B2B businesses focus on the sale but forget about their customers who are already there. #CX Click To Tweet

Takeaways

• There’s more than one right way to do business, but usage brands are focused on where consumer behavior is going, and post-purchase engagement plays a big role.
• It’s not true that all traditional brands are purchase brands, and all digital brands are usage brands: some companies manage to do both or crossover.
• While this study was focused on B2C, B2B companies need to remember the customers who are already there to make sure that they stay.

LOVE IT CAN’T STAND IT: Hotel Reprise [24:21-31:41]

We’re following up on Episode 12 and getting back into what we love and can’t stand about the hotel experience, this time with takes from our listeners. We love it when you chime in, so make sure to use that SpeakPipe at the bottom of the page.

Tweetable Quotes

If you’re a business that sells to end users you never meet, there’s a lot at stake in the first interaction. #CX Click To Tweet
Customers don’t expect perfection, but they expect you to clean up your own mess. #CX Click To Tweet
Beginnings matter: first impressions early in the relationship are vitally important. #CX Click To Tweet
Be a human, focus in on what’s most important first. #CX Click To Tweet

Takeaways

• The most basic requirement for hotels is to make sure the room is clean.
• Make sure you can keep your promises with room availability.
• Use the SpeakPipe and you, too, can appear on an episode of Experience This!

CHECK OUT THIS NUMBER: 65% [31:43-35:01]

65% of customer experience professionals believe they have a good understanding of what customers expect for a positive experience. However, the same study showed that only 32% said they have access to all the information they need to fully understand their customers’ needs.

Tweetable Quotes

65% of customer experience professionals believe they have a good understanding of what customers expect for a positive experience. #CX Click To Tweet
We need to have fewer silos in our organizations. #CX Click To Tweet

Takeaways

• 65% is shockingly low for understanding your customers’ needs if you’re a customer experience professional.
• We need to de-silo our information and make sure that all departments can get access to the data they need to understand our customers.

Be a Part of the Show!

We’d love to hear about your great customer experiences, which segments you like, and your ideas for future episodes!

Are You Looking for Things We Referenced?

• Fabl
• “Meet the ‘Grammar Vigilante’ of Bristol”
• “The Most Successful Brands Focus on Users — Not Buyers” in the Harvard Business Review
• Smarter CX by Oracle
• The Oracle CX Assessment Tool

See you next week!