Ratchet Up The Risk If You Want Great Customer Experience

Ratchet Up The Risk If You Want Great Customer Experience
SHARE
THIS



To deliver a great customer experience brands need to “be risky and push the boundaries” says Krux ANZ country manager Jo Gaines.

‘Customer experience’ is almost an abused term these days. Everyone’s talking about it yet only a handful of companies are actually getting their CX bob on – and Jo Gaines, country manager ANZ for data management platform Krux, says brands need to experiment.

Gaines, who is speaking at Daze of Disruption in Melbourne today, told B&T that Facebook has made some massive faux pas, but it is still pushing the boundaries.

“They sometimes get it wrong,” said Gaines. “I think most of us have had that experience but clearly a brand like Facebook can risk more than a smaller brand who doesn’t have quite the same level of engagement or relationship with their audience. By pushing the boundaries you’re going to make some of these mistakes but brands like Facebook can afford to be risky, whereas companies who are not experiencing the same level of growth as they once used to, often don’t feel as confident experimenting and taking similar risks.”

Recently there have been concerns about privacy from many B2C brands and having to be across the latest regulations can be overwhelming, but Gaines says that’s a bit of a “cop-out”, and it can be executed without being creepy.

“It doesn’t even have to be on a one-to-one basis,” she added. “You just put people into groups and speak to them based on where they fit, what they are interested in and what they need. The concerns that some brands might have is, ‘What if what I’ve been doing to date, hasn’t actually been driving the results that I thought it was?’ or ‘What if I get the message wrong?’ but there are bucket loads of opportunities, because not a lot of people are doing this yet.

“I’m coming at it from the data side – the data and then the creative messaging. The frustrating thing for me as a consumer is that if/when brands know me, they have a relationship with me; I’m a customer, a repeat customer and they don’t use what they know about me to communicate in a more relevant way with me.”

Citing Telecommunications providers as an example, she said if someone is already a customer, don’t serve them new offers for new phones and new contracts when they’re just three months into a contract, as it’s clearly not something they would be interested in.

Most brands, agencies and publishers use a data management platform to pull in all their data from websites, mobile devices, social, basically anywhere they’re collecting information about the customers and their users.

They then use what they know about the audience to drive a better relationship and more engagement with them via content – and Gaines says companies are now thinking about using these systems to drive advertising experiences, but are unsure what kind of interaction they should be having on a users’ device, and should the interaction with them be different on a mobile or a tablet or a desktop?

“We work with a bunch of brands who use our platform purely for content personalisation,” she added. “They’re really smart brands who are saying “I want to keep my current customers happy. Sure, I’m interested in finding new customers, but I want to keep my existing customers content so I’m going to make sure that what they have with me on any device, on any platform is right based on what I know about them.’”

Gaines believes retail and automotive are two verticals that are fairly sophisticated, but have lots of room to move, but says travel is ripe for this type of opportunity.

“If I’m a consumer and I’m looking at one site for flights,” she explained, “and I looked at accommodation somewhere else and a different site for activities and events, if I’m a brand and I’m looking at one of those things in isolation, I’m not getting the full picture.

“So I’m able to see, ‘Hey I’m someone who is looking at flights, looking at accommodation, looking at activities, I’ve actually now booked my accommodation,’ so I’m no longer just a dreamer when it comes to looking at flights. I’m actively looking for flights, I need flights. If they gave me a really great offer, I’d probably book.

“Whereas if you are only looking at these as a person looking at flights in isolation and you just saw me bouncing around looking at different flight options, you may think I’m just dreaming about travel. But if you see the whole picture, you know I’m serious, I’ve actually booked accommodation.”

Latest News

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
HubSpot Unveils New Slack Integration
  • Technology

HubSpot Unveils New Slack Integration

HubSpot unveils a new slack integration that, as you'll read here, has nothing to do with a pair of old man's trousers.

AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]