11/06/2015 - Posted by Roshelle Curtis
A recent Harvard Business Review article by Ric Merrifield was published on June 5th which discussed how “The Internet of Things Is Changing How We Manage Customer Relationships”. It outlined how Disney guests wear “MagicBands” allowing Disney to know where they are at all times. Linked to the My Disney Experience app, guests can plan all bookable/non-bookable experiences, from rides to dining and parades. Disney use this combined data to track and send personalised messages via smartphones (like where to find drinks – if they’re ahead of time, what could be skipped – if they’re behind, better routes – if upcoming areas are congested). Guests use bands to get into hotel rooms and the park by simply tapping, instead of turnstiles, increasing entry speed. Wristbands can be tapped to pay for things and scanners read them for rides – so all your ride photos show on your My Disney Experience page (to be bought at any time). Such case studies really display the convenience, time-saving and sales potential that location tracking apps and associated devices can provide.
Technology’s here – integrate & embrace – anything’s possible!
Customers are often willing to exchange their location and personal details for the benefits offered by apps that improve their experience. In the US this article also mentioned the crowdsourced driving application Waze that public use for real-time traffic updates, warnings about hidden police, and direction around congestion. Mobile devices with these apps push real-time data into the main app hub, which processes data, and pushes personalised messages to all phones connected.
Access customer experience & engage them!
Likewise, the article also discussed how store apps can physically track customers around outlets to gather data on individual shopper habits, and tailor communications to them. Segmenting audiences, based upon their behaviour in-store or online, allows you to discover their motivations and drivers. Comparing visits, you can then build customer profiles which help tailor reward programs, based around time, price or products. Direct marketing can be taken to a completely new level to increase the lifetime value of clients.
Understand client priorities & outcomes…
Many people download apps, but don’t truly realise the data that is being collected on them, in the interim. Be sure it is a two way value-added experience. Monitor how customer experiences end. Do they comment on social media? Do they visit loyalty sites and use discounts, promotions or credits offered? Coles Flybuys are a strong Australian example of this technology in play – from emails recommending when your most purchased products are on sale, to promotions encouraging you to buy more, if consumption slows. Thoughtfully designed apps can be coupled with crafted loyalty schemes to collect information, and drive sales, in a way you could’ve only dreamt of previously. Jump on-board, and see what the future holds! Imagine where this technology and data could take your business! Talk to PSE about your app aspirations or database dreams!