Posts

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

AirNZ gamifys its customer segments

/0 Comments/in , , , , /by

As a marketer I love being marketed to and so when I got invited by Air New Zealand to “Find out what’s your travel style?” I clicked to do the self-test quiz.

Backstory – Customer Differentiation for CRM

Air NZ Contest quiz, CRM, customer segmentation

Facebook advert for Air NZ Quiz

Brands need to be clear about different messages to different audiences.  This is basic database marketing concept is easy to achieve using segmentation based on actions.  The difficult part is identifying customer attitudes and desires which have not yet become actions.

Creating a differentiation matrix for your customer base is worthwhile and if you have never done one before, ask us to help you create it.

After you have actions plus attitudes then you can create a layered differentiation plan – plugging your customer journey and content plan with clear guidelines which your team will love because it makes it very easy to track progress towards your goals.

Here’s Per Caroe’s slide from our Unhurried Conversation in which we focused on discussing customer journey maps.

Activity scoring for customer segmentation

Back to Air New Zealand’s segmentation strategy

The team will have created the segments based on research data (Qual and Quant) but their challenge is how to populate their existing customers into the data grid.  Here’s where the fun quiz fits.  By running a campaign with a prize draw, they are creating a series of Golden Questions and the obliging customer fills in the quiz and creates a score which populates their preferences in the database.  What follows is the clever part – using the insights gained, AirNZ will be cross-populating the insights into their current database of customers who did not fill in the quiz – by inference from other customers who look alike.

What I’m looking forward to is the communications that should follow – will I (A Lounger) get more customised messaging?

The Travel Style quiz told in screenshots

First up the quiz questions – you can guess the alignment between the four travel styles (lower down) and the questions if you choose to base your own quiz on this format.

Then the detail of the travel styles.

And lastly the up-sell in every travel style description – mine was for the Skycouch including a video and a transcript (very important for people using social without sound enabled).

Air NZ how do you holiday?

Quiz step 1

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 2

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 3

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 4

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 5

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz outcome – Travel Lounger segment

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result Savvy selector

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result segment opportunist

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result segment Goody gatherer

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Skycouch advert from my segment profile

Air NZ Skycouch video and 360 tour - with transcript

Skycouch video and 360 tour – with transcript

No related posts.

3 Ways to Improve Customer Retention

3 Ways to Improve Customer Retention

/0 Comments/in /by

Are you looking to build a loyal following among your customers? Great marketing strategies brought them to you, but now it’s your job to keep them. Marketing can only do so much and it is important to understand that there is nothing more effective than customer care when seeking to grow your market. Poor customer service is one of the leading reasons why so many consumers hop from one company to the next, and if you want to keep your current customer base while adding new customers along the way, it would pay to focus on making improvements to customer retentions skills.

Here are 3 of the most important to begin with.

1. Stop Talking and Start Listening

Sometimes it’s hard to stop talking about the products or services you are promoting because you, personally, know what they can do and how effective they are. Unfortunately, all the benefits you might be talking about may not be what the customer is looking for. Instead of giving them a sales pitch, why don’t you listen to exactly what it is they are looking for? What brought them to you may not be what they need, but by listening to them you may be able to provide them with an alternative solution. Consumers are literally fed up with high powered sales techniques and above all, they want to be heard!3 Ways to Improve Customer Retention 1

2. When You MUST Talk – Give Them Something of Value

Sometimes you don’t need to say very much at all if you can point your customers in the direction of where they can find the information they are seeking.

For example, you are explaining a new electronic device your company just launched and a very important feature is the amazing circuitry on the printed circuit board or PCB. Many consumers are technologically challenged, so why not provide an extensive FAQ on your website? Give them information on exactly what a printed circuit board is and why its design is a critical element in your device. Perhaps any safeguards you’ve built in against hardware Trojans can be mentioned so they will know that you care about their security as well as making the almighty buck!

And Air New Zealand helps its customers work out what sort of holiday they prefer using a simple quiz.  This groups customers into segments which will affect future messaging and content served to them.  Gamifying customer segments increases engagement and helps customers to self-identify as different to the brand.

3. Improve Your Own Knowledge

It’s important at this point to know the difference between a consumer who knows little about electronics, for example, and a consumer who is market savvy. Just because they don’t know what a PCB is or how its design can impact the device you are promoting, doesn’t mean they can tell the difference between a salesman and a tech-savvy associate! If you want to retain customers, it pays 3 Ways to Improve Customer Retention 2to learn as much as you can about the products and/or services you offer. You never know when that one answer to an important question a customer comes back with next week is the main reason they stay with your company for future sales.

In the end, it’s all about hearing what your customers are saying so that you can give them well-informed answers to any questions which might arise. If they can believe in you, the person they are communicating with, they can believe in your company. Salesforce says that as many as 70% of customers look for that all-important connection. Do you want to retain customers you’ve sold? Listen to what they are saying! Sometimes, it’s as simple as that.

No related posts.