THE RIGHT MEMORIES AT THE RIGHT MOMENT

August 14, 2017
Industry News
Content Provided By:

----------
Kantar TNS
info.hk@kantartns.com

Why customer journeys need a sense of mission

There’s a myth at the heart of most customer relationship management. It’s the myth that the way to create better customer relationships is to improve every single experience that customers have with you. Over the years, this myth has led to businesses focusing budget and resources on improving the experience at a vast range of different customer touchpoints. But improving the experience at all of these touchpoints seems to have very little positive impact on customer retention, or increased spend.

The most important task for brands is identifying which experiences have the potential to be memorable.

IN SEARCH OF THE MEMORIES THAT MATTER
Most of the experiences that customers have of brands and businesses are just not memorable – and that’s okay. However, on most customer journeys, there will be some moments that are very significant. These are the pivotal moments when memories can be created. The problem is that brands have a hard time identifying these moments because they can be very different for each customer.

THE MOMENTS THAT DON’T MATTER… UNTIL THEY DO
Imagine somebody checking into a hotel in Singapore. Most travellers have no memory of doing this, because it’s a basic transaction that they want to complete as quickly as possible. Suddenly that moment of check-in becomes central to the whole customer journey: will the hotel have logged their request for an early check-in? Will their room be ready for them? This is the moment that matters – and the memories it creates will be extremely powerful.

THE MISSING KEY FOR DECODING CUSTOMER JOURNEYS
How does a business identify the moments that really matter, and the experiences that need to happen, for each individual? The answer lies in a sense of customer mission – something that is all too often missing from customer relationship management strategies. In order to understand the missions their customers are on, they need to broaden their understanding of the customer journey.

IT’S TIME FOR A VIEW OF THE CUSTOMER JOURNEY BEYOND THE BRAND INTERACTION
The businesses that succeed will increasingly be those that invest in understanding their customers’ missions. The first step is ensuring that all of the current data collected on customers is working cohesively.

The mission of a business traveller arriving at a hotel would be very different to the mission of a family on holiday with a small child. Brands can use data from a variety of sources to identify these missions. At an individual level, brands can use available identifiers such as email, IP addresses and cookies to understand the journey the customer has been on online. At a macro level, brands can segment data collected from public social channels and other specialized platforms such as service providers to understand the different missions and possible journeys of a ‘type’ of consumer. The key here is knowing where to look and what to look for. By focusing on the mission rather than just the customer, they can anticipate the experiences that will make positive, influential memories – even if they are experiences that the customer has never had with them before. They can then focus on measuring and improving their ability to create those memories.

To access full article please click here.
About Kantar TNS
Kantar TNS is one of the world’s largest research agencies with experts in over 90 countries. With expertise in innovation, brand and communication, shopper activation and customer relationships we help our clients identify, optimise and activate the moments that matter to drive growth for their business.
We are part of Kantar, one of the world’s leading data, insight and consultancy companies.
Find out more at www.tnsglobal.com.