Since last year the world has changed. The usual contacts and get-togethers no longer exist. Just stopping by a colleague on the way to the coffee machine is not possible. But we now brew our own filter coffee and get together almost every day to drink it virtually.
When Sven installed SnapChat for a Snap Lens Studio project last year, he had no SnapChat contact. I already had SnapChat and we connected. As a result, we started to send messages to each other. If you send every day a picture on SnapChat, you get flames 🔥. Once this is interrupted for more than 24 hours, the flames go out and are gone. Since we are at home the internet connection is not an issue and we can send our pictures with some filters. But ask young people who traveled to a place before 2020 where there may not have an internet connection. They had to organize a “babysitter” for the account. This person then had to send a picture every day to keep the flames and the connections.
That’s what customer experience is all about: how do I keep the connection with my customers. It’s not about sending a picture every day to collect flames. It’s about keeping the relationship going. Once a relationship cools, it’s hard to light the fire again. With SnapChat, it takes three days before the flame comes back. In marketing, for example, the cost of acquiring a new customer is also taken into account when calculating the customer lifetime value (CLV).
I’m currently doing a fellowship with SAP Sales Cloud. My job is to find the accounts and customers which are important for a sales representative. This is also about keeping the connection and keeping the flames burning. The goal is to find the right and important accounts based on different signals. Should the sales representative contact the customer as soon as someone visits the website? But on the other hand, a customer who writes a ticket for the third time and still doesn’t sound satisfied is overlooked. At this point, based on historical data, the machine should decide and provide the best customer experience.
Stay Connected Box
The figure shows an idea I picked up at a conference some time ago. It is another machine — a Stay Connected Box. This is a box which could be installed at VIP customers and is connected to the internet. A display shows personalized information and a light on the bottom represents the mood. This symbolizes the current relationship. The calmer it is, the more calmly the light shines. A button on the top sends a message to establish a connection. When I presented this idea, I was asked a simple question: What is the expectation and customer experience the customer expects while pressing the button?
The customer expects an immediate response, otherwise he or she can write an email or schedule a phone call. Can a voice assistant be the solution to make that instant connection? Would you use the assistant daily or only in emergency situations and what color should the button have?
No matter how you communicate, it is important that you stay connected — to the customer, but also to your colleagues. By the way, Sven and I have almost 400 flames:
If you want to connect, post a comment, or send me a DM on Twitter @choas.