The Spark - Access all Areas

the spark.access all areas.the world is watching.

Information is the new addiction. People can’t get enough of it.

And it just keeps on coming.

In the next 12 months, we can expect to see review sites set for even more spectacular growth. Comparison sites will get much more sophisticated. And the inner workings of companies will be laid bare to beady eyes in all manner of new ways.

Research by Nielsen and Edelman, amongst others, has shown that the combination of Web 2.0 and the recent financial crisis has sent trust in brands southward in a radical way.

It is no longer good enough for companies to tell customers what they do. They need to walk the talk, or they’ll get found out.

The dark art of spin is shriveling fast under the glare of a billion luminescent screens.

There is nowhere

to hide.

Involving customers as virtual stakeholders in a brand is a very bold move. But it’s the transparency of InShared that really stands out. Are there any niggles, frustrations or areas of doubt that you can front-up and explain to your own customers? Honesty can be tremendously captivating.

pays outWe’re always seeking out new ways to engage customers. So we were particularly intrigued by what this Dutch insurance company came up with.

“Netherlands-based online insurance company InShared allows the money that has been reserved for settling claims – but which has not been used – to flow back to its customers.

The unused amount is paid to customers who have not made any claims, encouraging people to work actively to prevent damage.

Customers always know how they’re doing. InShared makes its ‘insurance fee to damage payments ratio’ public on a quarterly basis.” Source: Trendwatching.com.

especially when customers don’t claim.

Insurance company

McTruth.Authenticity is the real deal. Using it to disprove a deep-set customer belief is something to be applauded. Ronald McDonald we salute you…

“As part of their sponsorship programme for the London 2012 Olympic Games, McDonalds has launched an initiative called ‘Open Farms’ in the UK. The public, as well as athletes, can see the ingredients McDonalds uses and meet some of the 17,500 British and Irish farmers who supply their food.” Source: Trendwatching.com.

Telling the

One of our maxims is, “Don’t tell me you’re funny. Make me laugh.” In other words, do what you say instead of saying what you do. How can you best ‘walk the talk’ of your brand principles? Where can you engage your prospects most credibly?

This Cannes winner shows how a brand can tap into the knowledge of its staff and use that as the central resource for always-on customer service.

“Best Buy’s ‘Twelpforce’ is a Twitter-based customer service platform. Anyone can tweet a question, like “What’s the difference between LED and LCD TV technology?” and Best Buy’s 2000-strong retail team will race each other to answer it. Twelpforce now receives hundreds of tweets every day and Best Buy claim to have reduced complaints by 20%. Not only does it mean happier customers, it’s also fantastically empowering and motivating for staff.” Source: Trendwatching.com.

TWELP ME!I’m drowning in technology.

Companies such as Dell and Aviva have also grabbed the nettle and opened themselves up to the Ethernet. It’s a smart way to balance open-season consumer commentary with carefully controlled corporate strategy. Is there a case for re-training some of your call-centre staff and empowering them to help customers pro-actively?

Giving and getting instant feedback shows good intentions that will leave people feeling like you really care about their concerns.

Singapore’s award-winning Changi Airport launched its Customer-Centric Initiative with the aim of making airport transit a more pleasant experience. Passengers can provide real-time feedback through touch-points located in the terminals and staff are able to respond immediately to any issues raised. Source: Trendwatching.com.

feedback takes off at Singapore airport.

Instant

Many brands have no opportunity for face-to-face interaction. But there are alternative ways to offer real-time feedback (Twitter being one of them). The question is: Is it better to leave comments and negative PR festering unresolved? Or is it better to head off concerns quickly, ‘one-to-one’? Numerous brands – notably Dell – have embraced the challenge.

Perhaps more important than anything else was the medium we used: Film. A minute of video is worth 1.8 million words according to James McQuivey, Forrester Research. And, according to recent comScore analysis, the use of video online can uplift enquiries and sales by up to 40%. What content do you have on your website that’s worth converting to video? It doesn’t have to be an expensive feature-length production. Short bursts are the name of the game.

the movies.Showing your customers and prospects how a claim is processed might sound as dull as actuarial dishwater. But not if you want re-assurance on what happens when you need an insurer to spring into action.

In fact those who downloaded our ‘Anatomy of a Claim’ videos at some point in their buying journey were twice as likely to purchase as those that didn’t.

The secret? We brought a human face to an intangible product. Customers are more likely to trust what a member of staff says than any other form of brand communication. Source: 2010 Edelman Trust Barometer

Geronimo takes Direct Line to

and slips down the charts.

United Airlines hits the

WRONg kEyThis example sings out because it shows what can go wrong if you ignore the influence of customers and the distribution power of the internet.

“A representative of US-based United Airlines was forced to apologise to Canadian songwriter Dave Carroll after baggage handlers broke his guitar.

But only after Carroll had unsuccessfully tried for nine months to reclaim the repair costs from United. In a big-brotherly corporate gaffe, they claimed he had initially followed incorrect complaint procedure. So he wrote a song called ‘United Breaks Guitars’.

It was a YouTube sensation – viewed millions of times, with over 14,000 comments and contributing to a 10% dip in United’s share price. Ouch.” Source: Trendwatching.com.

If there’s one thing we’ve learned in improving customer touchpoints, it’s that complainers can become advocates at the drop of a hat if handled well. How are your own staff geared up to handle negativity? How do you track and respond to reviews online?

Newlands House, 40 Berners Street, London W1T 3NA

020 7467 9589 / [email protected]