Simplicity is the ultimate sophistication – Leonardo Da Vinci
Simplicity as an innovation trend
Speaking about future innovation trends in consuming , Josée Bélanger Simko, one of the main speakers at last year’s Innovation Conference organized by the HEIG-VD in Yverdon (Switzerland), mentioned the challenge of making technology easy & simple to use.
Some of the best known examples of this user-friendly product philosophy come from Cupertino. Browsing the web, checking your e-mails, editing your calendar, accessing your Twitter or Linkedin accounts have never been so easy thanks to app based / touchscreen equiped devices like the iPhone and iPad. Switch on, tap on your app and get to work !
Simplicity & Loyalty: Making life easier
As my study showed, companies in Suisse Romande with loyal customers improve constantly consumer experience.
App based devices such as smartphones & wi-fi tablets will help new users of all ages access the Web in a more simple way, creating new conversation 2.0 & loyalty building opportunities for many companies. Stay tuned for more in my future posts !
What do you think about Simplicity Innovation ?
I’d be glad to have your comments !
Web users are going mobile
Recent studies by Google (Wired, feb. 2010) show that only a small part of the 4-5 billion mobile phone handsets in the world are smartphones. Only a small part of these users have access, for the moment, to the web via PCs mainly. Part fun, part function, Web Apps are making mobile devices smarter, encouraging new consumer behaviours and helping web users going mobile.
Innovative apps meet mobile users
LeShop.ch the leading Swiss online supermarket launched last week it’s brand new app for iPhone owners. Mobile shopping for the registered customers has never been so convenient. Customers can order when and wherever they fancy with the same comfort as they would have from their desktops. One week after the launch in the App Store, more than 2000 users have downloaded the app.
Starbucks released in September 2009 two interesting apps: myStarbucks app locates stores using the iPhone’s GPS, has a nifty drink builder & calories calculator. The second app named Starbucks Card Mobile lets you manage your balance, and — if you’re in Seattle and Silicon Valley — actually pay by scanning an on-screen bar code.
Are Apps the future of loyalty building ?
F O R C E R T A I N
Based on many positive user feedbacks of SBB Swiss Railways popular app the answer seems obvious. Door-to-door travel information, real-time information during incidents, “Take me Home” function with GPS support, buy and display tickets for public transport services are some of the innovative features of this iPhone app. Travelling by train in Switzerland has never been so easy. Just sit down & enjoy the great views ! This app could well inspire many public transport providers in cities and tourism.
As my “Loyalty & New Media” study showed in 2009, companies with loyal customers improve constantly consumer experience. Each of the three apps examined in this post improve travel, shopping & consuming experience. These apps also show loyalty improving potential for businesses like online retail, public transport and food & beverage outlets with strong brand names.
Do you think smartphone applications are changing the way brands communicate with their customers ? Do you have any particular examples you’d like to share ? I’d be glad to have your comments !
There is not one but many ways to define a loyal customer depending on business models, values, corporate histories.
But HOW do the managers interviewed motivate their customers to stay loyal to their brands, products, services & points sales ?
Before answering this question, let us remember that although very different, loyalty building campaigns can be very close to sales promotions & public relation activities if you consider some of their effects (customer acquisition / image) in the short & long terms.
To avoid any confusion, every manager must set clearly their loyalty building objectives during strategic marketing planning.
What is for your business loyalty building ?
I’d be glad to have your comments & feedbacks.
How do companies define loyalty ?
As I started this study, I had in mind the definition learned in business school: loyalty marketing regroup strategies meant to convert consumers into customers and to motivate them to stay loyal to the brand, product, service & point of sales.
Thirty interviews later one thing is clear: there is not one but many ways to define loyalty depending on: customers, business models, values, corporate histories.
To the question “What is for you a loyal customer?”, managers in tourism & hospitality sector refer to customer satisfaction & service.
Here are some quotes:
When asked the same question, trade company managers (traditional & online) had a more quantitative approach
Here are some more quotes:
What is for you a loyal customer ?
I’d be glad to have your feedbacks & comments.
HELLO EVERYBODY !
Here are some increasingly important questions:
Nowadays these questions make even more sense !
To get a better picture, I contacted the management of more than 30 companies in the Lake of Geneva Region in Switzerland. Although active in very different sectors (insurance, banking, advertising, tourism, public transport, e-marketing & fashion) all these companies have one thing in common:
In this changing world, new opportunities & challenges are appearing in areas such as loyalty building strategies, communication and business development. The conclusions of my study surprised me. They will surprise you too.
Follow this blog & learn more as my future posts will develop these new trends.
Welcome ! Hope you enjoy it !