Eugène Schoen

New Seminar, New Challenges

Learning never exhausts the mind. Leonardo da Vinci

Learning & Sharing

When I started my Loyalty Building & New Media Study one year ago, I would have never thought that there would be so much interest from entrepreneurs in Suisse romande and that I would be organizing a Conference / Seminar for the Swiss Marketing Club – Lausanne

On April 29th 2010 this precisely happened as I got the opportunity to share with 30 marketing & sales professionals of different business backgrounds (telecom, banking, consulting & tourism) some of the best practices learned throughout my study and teach some basic loyalty building skills at the Hotel d’Angleterre & Résidence in Lausanne.

New Seminar, Interesting Questions

Some very interesting questions were raised during the conference by the audience. Here are some good examples & future entrepreneur challenges:

  1. In the midst of the actual social media revolution, what is the importance of Loyalty Building in future of innovative communication strategies ?
  2. How do you re-engage customers in positive long-term business relationships ?
  3. During the workshop, many participants asked themselves whether offering services was enough to keep customers satisfied, as delivering is so important to meet real expectations.

Many of these topics will be developed in future posts. So stay tuned for more as a slideshare of the presentation will be published soon ! In the meantime I’d like to thank the participants of this seminar / conference for their motivation and interest in this special & hopefully useful day.

Do you have any questions ? Would you like to add any comment ?

Tweet & Shake Experience

What have an iPhone, a Nintendo DS and a Wii in common?

Simple yet sophisticated, each of these products are particularly successful in very competitive markets. But what is so special about them ?

These highly innovative concepts combine natural physical interaction, social connection potential and great user experience with strong brands to reinvent the way you use your phone, access the web or play games.

Along their Tweet & Shake experiences, they add practical value by making life easier through Apps and helping personal development via virtual DS brain trainers & coaches.

Innovation distinguishes between a leader and a follower. – Steve Jobs

Is this just the beginning ?

Considering the promising recently launched Apple iPad, forthcoming Tablet competitors and future products from Nintendo the answer is YES !

Tweeting, tapping, shaking & tilting is not only changing the way you phone or play games. It is changing the way stories are told to new generations of consumers. Check the new Alice App e-book and you will have a better idea of the iPad’s storytelling potential !

So does consumer success = innovation + fun + good brand ?

Adding value and making life easier for the consumer are important too.

At a recent Swiss Marketing Club conference on buzz marketing held in Lausanne, the speaker, Mr. Olivier Perez Kennedy insisted on how important it is to add value when engaging consumers in social media campaigns.

This is also true speaking of loyalty building as my 2009 study showed. Companies with loyal customers such as Nespresso improve constantly customer experience and add value by offering more of what clients expect of them: refined coffee experiences, high quality product & service.

What do you think of Tweet & Shake Experience ? I’d be glad to have your comments !

Rewinding Swiss Tourism

Why doesn’t Swiss Tourism use more social media platforms to promote its destinations and brands ?

A country renowned for its world-famous ski resorts (St-Moritz, Verbier, Villars, Crans-Montana, Zermatt), great lakeside cities (Zurich, Geneva, Lucerne) and chocolate should be far more active as it offers modern hospitality infrastructures and efficient public transport networks.

This is even more suprising knowing that some new companies base successfully their marketing strategies on new media. Such is for example the case of an innovation hotel chain based in the Netherlands called CitizenM which uses YouTube, Twitter, Facebook and Foursquare to engage urban mobile consumers and promote its brand.

Is Swiss Tourism too cautious about social media ?

A professional approach is necessary.

Engaging consumers via new media is not as easy as some big companies like Nestlé are discovering. Managing a Facebook page, for example, isn’t just posting statuses and videos for friends but interacting with new followers. Developing communities on Twitter and Facebook require specific storytelling & conversation skills as consumers and companies can both engage conversations.

Why are New Media so important for Swiss Tourism Management ?

As a good friend was telling me recently, social media, geolocalization, augmented reality and GPS guided tours offer infinite possibilities to create events and promote destinations.

Just take example of the city of Basel that sends you a little pack of Baslerläckerli for your birthday if you checked in the Basel Train Station in the last year and are not living in Switzerland. Isn’t this a great way of associating emotions to a brand ? Isn’t this a great way of building loyalty ?

This example just shows the importance of new media and the strategic necessity to acquire the conversation 2.0 skills to remain competitive.

What do you think about tourism brands using new media to engage consumers ? Do you have any examples you would like to share ? I’d be glad to have your comments !

Attention meets Gratitude

If I have ever made any valuable discoveries, it has been owing more to patient attention, than to any other talent. – Isaac Newton

Re-Introducing attention

Without customer attention, the best communication strategies are useless !

Several managers interviewed for my study “Fidélisation & Nouvelles Technologies” (Loyalty & New Media) mentioned the importance to stand out with their approaches in a market where the consumer can get confused & annoyed by the abundance of loyalty cards and programs.

When it comes to Loyalty Building saying thanks is a necessity, specially in the present times. But how can you thank your customer and stand out ? How can your company make a difference ? As my study showed in 2009, companies with loyal customers seize every opportunity to show them gratitude personally.

When attention meets gratitude

Inviting your customers to well-chosen events can be a good way of showing gratitude and getting your customer’s attention as I learned managing two series of golf tournaments for an insurance company, Swiss Life (2004-2005).

Golf players are usually passionate about their game and share a strong common competition spirit. So when they get the opportunity to play and network on some of the nicest courses (Crans-Montana, Domaine Impérial , Voëns) around the Lake of Geneva, companies have a good chance of getting the attention they want.

But making successful events is not easy as many factors need to be taken in consideration. Learn more in my future posts about event management & loyalty building.

Do you also see events as an effective way to meet customers in good conditions to develop relationships and confidence ? Do you have any other examples you’d like to share ? I’d be glad to have your comments !

Tell & Engage

Great communicators are great explainers – John Baldoni

Tell & Engage

Every brand has a story to tell and an opportunity to engage customers.

Storytelling is very important as a loyal reader commented on my recent Matching Tourism & New Media post. Some brands like Nespresso combine successfully traditional and new media to communicate & explain their story.

As brands are becoming media and a growing number of companies (Burson-Marsteller social media study: 79 % of companies listed on “Fortune 100”) use social media platforms (Twitter, Facebook …), content management is more than ever a key strategic communication skill to develop a brand, a destination or a service.

Storytelling or storyplaying?

There is a difference between “being told” a story and playing it. This isn’t just true only for video games projects anymore. It also applies to the way we tell stories with new media platforms, just as the new Wired Digital Magazine shows:

Building loyalty with content

Social media is changing the rules of engagement and turning Storytelling into storyplaying . But as I discovered developing my Twitter community, having an account and tweeting from time to time isn’t enough. Every social object is an opportunity to tell your story, produce regular relevant content, interact and build loyalty.

What is for you the importance of stories in building brand content & engaging customers ? I’d be glad to have your comments !

Re:active Listening

ssttt... just listen - Skeet (Flickr)

“Seek first to understand then to be understood.”
Stephen R. Covey


As part of the active communication process, listening is a key-skill when it comes to building loyalty in the Tourism sector & service based operations.

I’ll always remember a comment of a hotel manager  I met in Switzerland five years ago: “You can learn a lot if you TAKE THE  TIME to listen to your customer.” In the hospitality business context, this comment made perfect sense then. Considering the actual economic situation & customer confidence loss, this comment seems – for many businesses – even more appropriate today.

Taking the time to LISTEN

While working on my “Fidélisation & Nouvelles Technologies” (= Loyalty & New Media) study, I had the opportunity to interview some renowned firms (Nespresso, Switcher, …) as well as more local, service-based companies such as restaurants, garages and gyms.

Asked what they did to keep their customers in the present times, managers of these smaller companies with loyal customers mentioned taking time to listen & giving service according to their needs.

Taking time to listen has a vital function: helping managers understand individual customer situations and choose the appropriate responses to dissipate misunderstandings and frustration.

Listening = Loyalty Building Opportunities ?

Based on the comments I got from managers during my 30 interviews, the answer is YES !

Good basic communication is very important to build customer loyalty and confidence. Taking time to listen, whatever it takes, shows how much you care about your clients. This is usually really appreciated.

Companies active in service/contact based businesses who wish to rebuild loyalty should seriously consider empowering their employees and developing their listening skills.

What is your opinion ? How would you improve employees listening skills ?  I’d be glad to have your feedbacks !

Matching Tourism & New Media

Sand Mandala by Wonderlane (Flickr)

How do Apps & Tourism fit ?

One thing that struck me during my survey interviews with companies active in Tourism was how little they used new media to engage customer. Some have Facebook pages, others Twitter accounts, others were proud to have a nicely designed websites but few had an integrated communication approach.

By making life easier, Apps like SBB Swiss Railways associate brands with real day-to-day value. Improving consumer experience, Apps are one good way to engage customers and build loyalty.

Providing brand content with innovation

As seven of my interviews showed, providing the right content on demand is the key challenge for organizations active in tourism.

Here are two interesting examples of how innovation can help provide content to consumers:

  • A Wine Cellar in Switzerland, la Cave Giroud launched recently a service using QR-Code bars on their bottles labels that can be scanned by app-powered smartphones to access specific mobile content related to the wine (history, type of grapes, service recommendations, …).
  • Keeping in mind that smartphones are personal devices that know where you are, the forthcoming app developed by the city of Geneva will serve as virtual guide with augmented reality to help discover more of the city, its monuments & history in an interactive way.

New times = New opportunities

In the past the Tourism Sector had few ways of engaging visitors aside from personal contact  (information offices, events) and traditional advertising. New Media will change the way tourism organization connect with visitors and guide them. Learn more in my next series of posts on Tourism, Loyalty and New Media.

How do you see the evolution of tourism customer engagement strategies ? I’d be glad to have your feedbacks !