Category: News

Stabilizing Your Facebook Advertising Strategy Post-iOS 14.5 Release

Post author By Jessica Pumo
Post date June 15, 2021
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Photo Credit: iStock

On Monday, April 26, Apple released iOS 14.5, the first version of the operating system to enforce Apple’s App Tracking Transparency (ATT) policies. ATT requires iOS users to opt in to share their unique Identifier for Advertisers (IDFA), a randomly assigned user-specific identifier with app developers. This would, in turn, allow advertisers serving ads within those apps with the data needed to personalize ads and track performance across platforms, from view to click all the way through to conversion. In anticipation of this change and other privacy regulations, players across the digital advertising space have been responding with changes of their own. Most notably, Facebook has made significant changes to its conversion tracking and application settings.

A month after the iOS 14.5 release, opt-in rates for US-based users is sitting at 6% and Facebook advertisers are starting to feel the effects in the form of increased conversion costs, loss of attribution data, and new challenges to ad targeting and lookalike audience building. If you’re grappling with the impacts of the iOS 14.5 release and ATT enforcement on your Facebook ad campaigns, here are some key considerations and recommendations to help you navigate through the immediate challenges and set a course for a smoother road ahead.

Facebook users are a no less valuable audience to your marketing strategy now than they were before.

Stabilizing Steps to Take Today

Secure Ownership of Your Facebook Accounts

Previously inherent capabilities to track movement between your website and Facebook will no longer be available and pixels previously put in place to support user targeting and conversion tracking will no longer be as effective. This is where ownership over your Facebook account and business website become critical. In the past, agencies have commonly created digital marketing accounts for clients – including Facebook Business Managers and ad accounts – under agency ownership. The benefits have been increased speed, reduced burden on clients who may not have resources available to manage account setup, and the benefit of agency history with the platforms, which eliminated spend thresholds and other speed bumps in the path of rapid execution and performance. The implications of iOS 14.5 have created the need to shift ownership from agency to business in order to reconnect some critical dots:

Your Facebook account and business website can’t effectively speak to each other until your website is claimed through your Facebook Business Manager account. This will allow cross-platform performance tracking and change how your web links appear on your Facebook page. This is also a requirement for configuring conversion events, which are used by Facebook’s machine learning to drive better targeting, optimization, and performance measurement.
The Facebook Conversions API can be put in place to enable tracking and optimizing for conversions outside of Facebook, like purchases made on your website or a Shopify account, among others. It can also mitigate the effects of losing access to 28-day click, 28-day view, and 7-day view attribution windows, which will no longer be supported. However, the API cannot be implemented when ownership of Facebook pages, Business Manager accounts and ad accounts are split between business and their partner agencies.

Keep a Customer-centric Focus

While the ability to track based on audience behaviors may be changing, the behaviors themselves are not. If you were finding success with Facebook users before iOS 14.5, resist the urge to move away from Facebook based purely on trackability. The known habits, behaviors, and preferences of your audience should always be the guiding force behind your marketing mix. Bottom line: Facebook users are a no less valuable audience to your marketing strategy now than they were before. What’s changed is the way users are tracked and attributed and how to interpret the value of that data.

Also read: Data Driven Insights Into the Evolving Customer Experience

Consolidate Campaigns and Conversion Events

With Facebook shortening attribution settings to 7-day click and 1-day view by default, fewer conversions are being tracked and more scale will be needed to move ads through the learning phase toward performance-driving optimization. The larger the number of campaigns, ad sets, and ads businesses are running, the fewer impressions served and conversions achieved, making it harder to hit an even higher bar for scale. Consolidating campaigns, ad sets, and ads as much as possible will create efficiencies during the ad learning phases, helping drive performance more quickly.

Additionally, advertisers will need to consolidate and prioritize the events being tracked within Facebook’s event manager. Domains are now limited to no more than 8 website conversion events. If your campaigns are being optimized for more than 8 conversion events across the same domain, you’ll need to narrow down to the 8 or fewer conversion events most critical to your marketing objectives and configure them in Facebook’s Aggregated Event Measurement tool. Once your 8 or fewer conversion events have been selected, they must be put in priority order with the most valuable action first and the least valuable action last. The priority of the events will come into play when and if a user takes multiple actions with the 7 day conversion window. For example, if a user adds a product to a cart (achieving one conversion event) and leaves the site without completing the purchase only to return the next day after being served a retargeting ad and completes the purchase at that point (achieving another conversion event with a higher priority), the purchase event will show in Facebook’s event manager and the add to cart event will not based on the priority set. Thinking through the conversion events that are most important and their order of importance will help ensure Facebook continues to be an effective lead- and revenue-driving channel despite the latest changes.

Expectations for performance are going to have to change.

Recalibrate Your Goals

Expectations for performance are going to have to change. CPAs and CPMs on Facebook are on the rise and the increase is likely to continue as advertisers grapple with the previously unknown impacts of iOS 14.5 and the corresponding ripples through Facebook. Those who can stay the course, test new approaches, and adapt how they think about, interpret, and apply data to optimize performance will continue to find long-term value in Facebook as part of their marketing mix. And as advertisers who can’t adapt pull back from the platform, those who remain may find themselves in a less competitive environment over time.

For many businesses, especially those with sales cycles that extend beyond Facebook’s pre-iOS 14.5 28-day attribution window, there were always gaps in the data. To help fill some of the gaps within Facebook’s reporting capabilities, ensure you are implementing best practices for tracking, like adding UTM parameters so that you can track ad and campaign performance and conversions within Google Analytics. In addition to a narrowed attribution window, reporting delays of up to three days will make short-run campaign optimization challenging and breakdowns based on age, gender, region, and placement for delivery and actions will no longer be available, necessitating a different approach to campaign optimization. Creating benchmarks based on the most reliable data points you have and adjusting your performance goals based on that data will help steer campaigns in the right direction. Similarly, stepping back from channel-level performance goals and focusing on incremental impact to business goals (i.e., how much incremental lift you’re seeing in sales, revenue, new customer acquisition, etc.) will help you evaluate the impact of your channel-level investments in a more meaningful and sustainable way.

News

Tallwave Named to CIOReview’s 2021 Most Promising Customer Experience Management Companies

Post author By Tallwave Team
Post date March 29, 2021
No Comments on Tallwave Named to CIOReview’s 2021 Most Promising Customer Experience Management Companies

Read the original article published on CIOReview

CIOReview, March 2021 – Today, businesses are designing their organizations to maximize their customers’ experience. However, their efforts often fall flat as siloed systems within their organization block the flow of vital information between different departments. Without internal collaboration and alignment, companies are unable to meet rapidly changing customer needs. Enter: Tallwave. A Customer Experience Design Company, Tallwave combines a data-centric approach to understanding human behavior, first-hand qualitative and quantitative customer research, proprietary technology, as well as user-centered design and marketing expertise to create and implement exceptional customer experiences. Whether it’s branding, product design, content strategy, or customer acquisition and retention, Tallwave is a one-stop-shop that creates unparalleled experiences that ultimately wins the hearts and minds of their clients’ customers. “From employees to end-users, Tallwave analyzes the thoughts and experience of every customer to provide a holistic CX strategy,” says Jeff Pruitt, CEO of Tallwave.

While other companies work in a reactive state and, therefore, only optimize singular components of their client’s existing CX at a time, Tallwave approaches their work through a holistic lens. Relying on data to drive surface-to-core roadmaps and achieve cross-functional alignment, they identify key moments of friction and opportunity at each stage of the customer’s journey, and use those insights to craft cohesive and intuitive experiences at every touchpoint. This whole-picture method enables them to design agile work streams for continuous momentum and growth.

While other companies work in a reactive state and, therefore, only optimize singular components of their client’s existing CX at a time, Tallwave approaches their work through a holistic lens.

Leveraging their proprietary, proven solutions Tallwave is able to help clients improve customer acquisition while decreasing customer acquisition cost; increase customer engagement; grow market share; decrease customer churn; expand into new markets; and develop new products and services to meet the evolving needs of their clients’ customers.

To do this, they bring stakeholders together to participate in fast-paced, collaborative workshops and help develop integrated workstreams to drive critical, cross-functional outcomes. As a result, silos are broken down and cross-functional alignment on goals and metrics needed to gauge regular progress are established.

The Tallwave team marries this work with full digital intelligence on customers and the market to develop strategic plans, and helps to execute many of the workstreams, which often include user testing, rapid prototyping, product developing, acquisition marketing, rebranding, program managing, redesigning employee experiences to better deliver on customer experiences, and more.

Recently, one of Tallwave’s biggest clients – a leading global credit card company – saw the demographics of their core customers changing. The benefits and service offerings they desired, especially as it related to travel, were shifting, as well. The client needed to innovate and deliver improved digital-first travel experiences to prevent customers from abandoning the brand. The answer? Developing an omnichannel travel booking experience that allowed travelers to book itineraries, make changes and add personally curated plans through a travel consultant or on their own through several mediums. In order to do so, Tallwave worked with travel consultants, and unpacked the systems and processes that were responsible for delivering the current experience. From there, they outlined the necessary future state by pulling in consumer insights on what benefits and experiences were appealing to this new demographic. By combining all these insights and breaking up the work into different workstreams, Tallwave was able to deliver a seamless experience by working from the inside out.

Also read: Creating a contemporary experience for a strong, timeless brand

This agile and adaptable mindset helped Tallwave to navigate and thrive through the pandemic, as well. A thoughtful action plan maintained employee retention and grew the core business. They also underwent a strategic rebrand effort themselves that helped galvanize the team and set a new course for the company’s future. “COVID-19 helped us understand the human experience more deeply and provide more value to clients,” says Pruitt. This drove the ethos behind their new rebrand, revitalized company values, and customer experience design strategies: To always employ an approach that incorporates the heart, the mind and the matter and put empathy for humans at the core. “We look forward to the inspiration that comes from being with one another, but we also look forward to embracing the human value of being able to work in a place where one can get great work done,” ends Pruitt.

Want to learn more about our work? Send us a message via our contact form

Tags media coverage

News

Tallwave Takes Texas: Meet the Dallas Team

Post author By Tallwave Team
Post date March 16, 2021
No Comments on Tallwave Takes Texas: Meet the Dallas Team

As a customer experience design company, our people are essential to creating and delivering remarkable solutions for everyone we work with.

We know that doing big things requires people who get it – people who are told they can’t change things and then go ahead and change them anyway. People who embrace a maverick attitude, who challenge convention, and think beyond the ask. These are the kinds of people that affect positive change and growth for our company and clients, and the kinds of mavericks we’re loading our new Dallas office with.

Meet the Tallwavers helping us serve the Dallas market on the ground. And if you’re in the area, schedule a virtual or socially distanced coffee with them by emailing Dallas@Tallwave.com or dropping us a note here. They’re ready to help you create unstoppable momentum and deliver exceptional customer experiences.

Learn more about our Dallas expansion here

Matthew Kiesel, Senior Consultant

A highly-motivated management consultant and client development professional, Matthew joined the Tallwave team with 14 years of experience with aviation finances, joint ventures, merger and acquisition integrations, sales and distribution, revenue management, and loyalty programs. Working previously at Sabre, a travel technology company focused on airline software and service, as well as American Airlines and United Airlines, Matthew is Tallwave’s travel expert. A Texas-native, Matthew is a Texas Christian University graduate and self-proclaimed “rowdy Horned Frog football fan.”

3 Questions with Matthew

What’s your favorite thing about Dallas? Dallas has all the benefits of a big city, but still maintains a small town feel. I love that Dallas has everything a world class city should offer: an amazing restaurant scene, sports teams, museums, and fun activities. Yet you can easily run into friends around town, and the attitude of the people mimics the charm of small town Texas.
What expertise and specialities do you bring to the Tallwave team? My background prior to Tallwave is in management consulting and corporate finance, specifically in the travel industry. Coming to Tallwave I’m hoping to share my financial acumen and experience in strategy development with our team and clients. Blending my formal consulting experience with Tallwave’s pursuit of “thoughtful rigor” and “maverick attitude” should benefit our client engagements.
What experiences of the future are you most excited about? I can’t wait back to get back to travel — both personally and professionally. Prior to the pandemic, I was traveling around the world for about 2/3 of the year for client engagements. Additionally, I love seeing and exploring new countries on my own time. As the world reopens, I am excited to get back on the road. Additionally, I’ve yet to meet any of my Tallwave clients in person. So extending my client relationships beyond Zoom is a top goal for the near future.

Check out our work: Distrupting the Status Quo With a Travel App

Dannette Urquhart, Consultant

With experience in account management, retail, and technology, Danette brings passion and a proven track record for building and retaining customer relationships that grow businesses and increase sales to the Tallwave team and Dallas market. A Dallas-native, Dannette yells her Texas pride loud and proud. An undergrad alumni of the University of North Texas, she is now pursuing her MBA at Southern Methodist University, and is a devoted Cowboys and Texas Rangers fan.

3 Questions with Dannette

What’s your favorite thing about Dallas? Dallas is home. It’s where I’m from. I particularly love the patio dining and drinking scene, the summertime poolside fun, and participating in the football at AT&T stadium or one of our many cool sports bars. Most importantly – the people are great.
Why did you become a Consultant? Because I love strategizing and creating solutions for clients by developing relationships. I get to be creative and push boundaries in a way that makes businesses better. Plus, I get bored easily, so I appreciate that every client and account is different, and brings with it it’s own unique challenges.
What’s your personal and professional life motto? KEEP GOING! There’s no such thing as failure, only learning opportunities. Those opportunities build strength and character that make you better and enable you to help others.

Brooke Weidenbaker, Senior Digital Intel Strategist

Brooke is a business and marketing professional with experience in both agency and client-side communications and analytics across multiple industries including, technology, retail, CPG, auto, financial services, education, and more. Prior to joining the Tallwave team, Brooke was the Lead Retention Operations Consultant for AT&T, and Director of Analytics for both Rockfish and Saatchi & Saatchi Los Angeles, Originally from Kansas, she lived in Texas for 10 years; now she splits her time with her two rescue dogs between Los Angeles and Dallas.

3 Questions with Brooke

What’s your favorite thing about Dallas? I moved to Dallas in 2011 and it was one of the best decisions I have ever made. Dallas has so much to offer, a booming economy, delicious food, amazing art all throughout the city, and a variety of entertainment options including sporting events! I think my favorite thing about Dallas though is the people I’ve met. Growing up in middle America people were always very friendly but in Dallas, the southern hospitality really makes newcomers feel welcome!
Why did you become a Senior Strategist? My career has taken many turns throughout the years. I started in Finance and Telecom, then shifted to Marketing after I realized I wanted a balance between numbers and people! After graduating from TCU with my MBA, I entered the agency world. I also grew up in an entrepreneurial family and have owned my own small retail business on the side for the past five years. I really enjoy working as a Strategist at Tallwave because it presents the opportunity to creatively solve business problems for a variety of clients across multiple industries. No day is ever the same!
How do you employ empathy and creativity into your job? In my mind, both are vital to success and working well as a team! So much of our work at Tallwave is collaborative, therefore, having empathy for not only our team members but also our clients is imperative. We have a great team at Tallwave, we all care about each other personally and professionally and are available to help each other out when things get overwhelming. As a Strategist, I have the opportunity to creatively shape deliverables on a daily basis. That is part of the fun of it. Charting the path forward!

Check out our work: Upleveling a product that’s all about great service

Brian Hambrick, Senior Strategist

A 6th generation Texan, Brian comes to Tallwave from Dallas where he built his career working in various Strategy and Planning roles at Advertising Agencies such as Deutsch, Tracylocke and the Integer group. Brian brings over 12 years of experience in research, strategy, and planning and has worked across a wide range of clients in the CPG, Hospitality, Food, Retail, Automotive and Telco industries. Most recently Brian worked at Cici’s Pizza as the Director of Innovation helping the brand develop new pizza flavors and transition from a traditional media approach to a digital first media approach.

Interested in joining the Dallas team? We’re hiring! Check out our open positions here.

Tags dallas, employee experience

News

Continuing Our Growth Story By Joining the Dallas Market

Post author By Tallwave Team
Post date March 16, 2021
No Comments on Continuing Our Growth Story By Joining the Dallas Market

Photo credit: iStock

Momentum is movement. Momentum is change. For our clients, we aim to create positive momentum in the form of improving their customer experience, growing their business, or disrupting their marketplace.

For Tallwavers, positive momentum can be found in the ways we push ourselves to grow – personally and professionally.

Momentum never stops. It evolves with every experience we have.

Now, we’re adding to our growth story by bringing our customer experience design services to Dallas’s robust business and tech ecosystem.

Read the official press release

Proprietary processes, tools, and tailored services enable Tallwave to deliver repeatable and actionable outcomes for clients.

What does Tallwave uniquely bring to the Dallas market?

Our empathetic and client-first attitude. We partner with stakeholders and change makers within companies to help them achieve the results and ROI they need to exceed expectations and defined KPIs.

Additionally, we bring a team of diverse designers, researchers, brand developers, marketers and strategizers who break down barriers to accelerate growth and deliver unparalleled customer experiences. By utilizing human-centric design practices, Tallwavers aim to win the hearts and minds of our clients’ customers. They lean into their own personal and professional experiences to challenge convention and offer fresh perspectives to drive fast results.

Lastly, the expansion brings “The Tallwave Way” to the Dallas market. Our proprietary processes, tools, and tailored services enable us to deliver data-backed repeatable and actionable outcomes for clients. Our guiding principles – to lead with empathy, curiosity, and humility – and heart, mind, matter ethos enable us to creatively solve for specific needs.

Also read: Tallwave Takes Texas: Meet the Dallas Team

How does Tallwave’s expansion into Dallas benefit current and future employees?

Tallwave is a fast-growing company, so we’re always looking to add great people to the team who think beyond the ask and possess a growth mindset. Although we offer remote work and flexible office hours to all employees, we believe it’s still important to provide a safe space where employees can go to focus, connect, and work together, as needed. It also presents a promise of even more room for growth as our Dallas office and other geographies grow.

View open positions

What else should business leaders in the Dallas market know?

Companies are often wrestling with one of three situations – they’re looking to grow market share, they’re looking to disrupt their market, or they’re trying to stave off disruption. We have integrated solutions specifically designed to help these situations.

Interested in seeing some of our work?

Check out the case studies below:

Are you in Dallas? We’d love to grab coffee, virtually or socially distanced. Email us at Dallas@Tallwave.com or send us a message via our contact form.

Tags business news, business strategy, dallas, employee experience

News This Week in CX

What’s In Store For the Future of Travel?

Post author By Tallwave Team
Post date February 19, 2021
No Comments on What’s In Store For the Future of Travel?

Photo Credit: iStock/Lauren Joskowitz, Tallwave

Airports, airlines, hotels, and businesses that rely on local tourism are rapidly trying to build new and innovate old customer experiences to make customers feel safe, and encourage the resurgence of travel sooner, rather than later. Just this past week:

Air France announced plans to test new ICC AOKpass health passes starting March 11 on all flights from Paris to Pointe-à-Pitre and Fort-de-France. The tests will be provided to travelers willing to volunteer, and be an opportunity to assess real-life application and gather consumer feedback. The ICC AOKpass is one of many solutions being evaluated to manage digital health documents. If successful, it is meant to improve the customer experience and streamline the airport journey so that the skies can safely reopen and traveling without fear can resume.
Emirates announced a new partnership with GE Digital Aviation Software and TE FOOD to trial a new smartphone app that empowers safer and easier international travel. The app, currently titled TrustOne, will house all medical screenings of employees and travelers. Additionally, users preparing for a trip will be able to use the app to find testing and lab locations, book appointments, and review test results. Use of the app will cost money – around $40.84 – but a representative for GE Digital said in a press statement, “This is the first step in making international travel during the pandemic as convenient as possible by facilitating pre-travel requirements.” As trials ensue, the GE Digital team will continue to iterate to ensure the app meets government testing and verification requirements.
FlySafair, an airline dedicated to transporting travelers to South Africa, also released an app that they hope will simplify the customer experience and in turn, increase their pandemic travel market share. “Customers can manage their journeys on their own devices,” explained FlySafair’s Chief Marketing Officer Kirby Gordon. “Boarding devices are kept on the device which supports our ‘No Touch’ approach at the airport and live updates through the app will keep customers abreast of any possible schedule changes.” Individuals who wish to visit South Africa can also use the app to search for and book flights.

Reimagining the Hotel Customer Experience

While airports and airlines scurry to announce new plans and fight to be the first to lead pent-up travelers into the new normal, hotels are also planning for what the future may hold. According to Christine Ketter, the Senior Director of Customer Experience and Innovation for Marriott International, the forecast for future travel is bright.

“We know that people are definitely looking forward to booking [their] next trip,” she told our Vice President of Strategy, Jesus Ramirez, during a Brand Innovators live discussion. “And if anything, they’re going to be more appreciative, [and more] cognizant of what it will mean when they’re on that [first] airplane ride or checking into that hotel. I think [that’s] one of bright spots, that – even though it took a little bit longer than obviously anybody would have hoped or anticipated – there is that excitement [and] enthusiasm that when people want to plan a trip, they’re willing to do so. They’re [proactively] looking for that next vacation, or even [getting] excited about conferences or in-person networking opportunities to reconnect with colleagues.”

To ensure hotel visitors have exceptional experiences, Christine said it’s important for hotels not only to personalize the visits, but provide them with socially distanced yet engaging opportunities on-property and off.

“[Marriott International has] done an amazing job pivoting and repurposing different spaces. We have family yoga sessions [and] old rooms [that have been converted] into sanctuaries. [It’s all about] what guests are wanting and requesting. It is so important for our guests [to feel] very comfortable when they come to the properties through all elements of the journey, from the moment that they arrive to the times when they’re enjoying some of our food and beverage outlets. Some of our hotels [have redesigned] guests rooms to be private dining spaces or [spaces] for evening social events.”

Local partnerships are also creative ways to improve guest experiences. For example, Christine says various Marriott locations allow guests to be farmers for a day or take Marine biology courses for intellectual stimulation.

Also read: 3 Companies Launch New “Unparalleled” Experiences Aimed at Improving Common Life Events

“Travel used to be for escape. And now it’s more for connection. That’s connection to others [and] connection to yourself,” Jesus said, pointing out that intention and introspection will all be themes that travelers weave into their vacation plans. “So travel just isn’t about travel. It’s always had a larger meaning,” he says. “it’s quite possible that the meaning of travel is going to change or has changed during this time.”

Christine agreed, saying hotels need to spotlight guest’s mental health and wellness by providing options for them to engage in both physical and mindfulness exercises.

To learn what else Christine and Jesus predicted for the future of travel, watch the full conversation below or read the full transcript here:

What Our Travel Expert Predicts For Airlines & Hotels

We wanted to pick other Tallwaver’s brains so we reached out to our Senior Consultant Matthew Kiesel, who worked for two airlines at headquarters (United and American Airlines) and did airline management consulting for Sabre prior to joining our team, for his take on the current and future state of travel.

What is your perspective on the travel industry right now?

I think the piece that’s still been hit the hardest is corporate business traffic. And there’s a couple of reasons behind that. One: Companies have travel restrictions for health and safety reasons. They don’t want their employees traveling when there’s liability and risk. Two: Many companies have faced extreme budget cuts, so travel is one of the first things to go in terms of controllable expenses. And three: People have just adjusted to the Zoom world in a way that no one thought was possible. Some of those meetings where professionals may have flown somewhere for just a day or hopped across the world for a sales pitch, that’s changed because everyone is surprisingly comfortable meeting virtually now.

Do you think travel is going to return anytime soon?

I think the segment we see coming back quicker than others is domestic travel and leisure travel. People are anxious to go somewhere. The fares and room rates are unbelievably cheap right now, so people that feel comfortable taking small risks are willing to take advantage of those deals. I think international travel is a bit of a different story, though. There are so many restrictions going between countries – you have to research what countries are allowing travelers and inbound traffic, or even where you are allowed to make connections. Additionally, there are so many additional travel requirements. You need a test before you get there, then you need a test to get back into the United States. Some places have even instituted mandatory quarantines. So, that type of travel will be slower to come back.

What do you think needs to happen to increase traveler confidence and make the experience easier to navigate to support a resurgence of travel?

Airlines, airports and hotels have done a surprisingly good job of being nimble and dynamic. Airlines, in particular, are typically slow to react because they’re massive companies and kind of old school in their management style. So, they’ve really used the technology and tools at their disposal, like apps, to be more nimble, change more quickly and adapt to the various updates in rules and regulations. And I think the apps, when they’re official and a part of the travel journey, will really help out. Travelers won’t be tasked with figuring out the rules or where to get tested by themselves. If travel and hospitality organizations integrate those requirements into the process at a reasonable cost, people will likely be willing to accept that.

What do you think the customer experience associated with travel will look like as we enter into a post-pandemic world?

For both health and safety reasons – and, equally so, cost reasons – airlines have stripped away nearly every component of onboard service. They’re barely even offering water service unless you need it. They’ve been able to make that work, and have forced passengers to lower their expectations even further. But I think as travel returns, the airlines will have a difficult time figuring out how to bring back the onboard experience. They have to really evaluate what their model is going to look like. Are they going to return to exactly the way they were before? Or do they use this as an opportunity to reset their customer and onboard experiences in terms of identifying what people are willing to pay for?

Are there any data insights you think organizations within the travel & hospitality industry should be paying attention to?

When airlines first started coming back, they were all blocking the middle seat, that way travelers knew there wouldn’t be anyone directly next to them. Now, I believe all the big carriers except Delta have eliminated that feature. What’s interesting is that we haven’t seen any data that suggests Delta outperformed other carriers by keeping that customer friendly component. That proves that people are still primarily price conscious when it comes to traveling – and that might transcend airlines and relate to hotel accommodations, as well. All organizations in the travel and hospitality category need to experiment to figure out what people are willing to pay for and, therefore, what customer expectations they need to strategize around and plan for. More than ever, organizations need to understand consumer behavior and what’s driving them to travel, either now or in the future.

Also read: Qualitative and Quantitative Data in CX Design: Everything You Need to Know

As travel and hospitality organizations seek out solutionists and partners to help innovate their customer experience, what should they be looking for?

A company who can look at the experience holistically, starting with journey mapping. In the airline world, we often performed customer journey mapping. It’s an exercise that traces every touch point, from booking or searching all the way to picking up your bag and getting into your car after a flight; a good journey map should even evaluate the post-flight experience and communications. Travel and hospitality organizations should look for partners who have experience evaluating the various touch points and illuminating moments of friction and opportunities for improvement. Further, for any project, the recommendations from partners should be substantiated by strong qualitative and quantitative data to ensure they’re not only giving customers what they want, but also predicting what they’re going to need and how their behaviors and expectations are going to evolve.

Is your organization looking to grow, optimize, or digitally transform your customer experience? Reach out to us today. We’d love to help.

Tags covid-19, customer experience, customer experience design, digital transformation, travel & hospitality

News This Week in CX

This Week in CX: 3 Companies Launch New “Unparalleled” Experiences Aimed at Improving Common Life Events

Post author By Tallwave Team
Post date February 5, 2021
No Comments on This Week in CX: 3 Companies Launch New “Unparalleled” Experiences Aimed at Improving Common Life Events

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There are three things most humans can likely agree they’re fond of: Money, parties, and food. Ways in which experiences can be designed and delivered around each are plentiful. But three companies in particular are making big moves that all have one thing in common: They’re attempting to reinvent common (and sometimes mundane) life experiences in a way that encourages people to weave them into the everyday fabric of their lives.

Here are the biggest business, brand and tech developments that occurred this past week and will most certainly impact how we design and deliver the customer experiences of tomorrow.

New Customer Experience Involves Free Money

A new FinTech startup called Millions – whose business model and services haven’t been fully unveiled yet but relate to reinventing the credit card – is giving investor money (read: millions of dollars) away via Twitter and their app. The concept is said to tease a new business model that will allow brands to be more involved with customer and fan giveaways.

How does it work? Well, it’s actually pretty straightforward. Money seekers follow Millions on Twitter (since starting the account in July 2020, they’ve gained 22.2k followers) and just keep an eye out for opportunities. Millions regularly rewards small dollar amounts – usually $100 – to people who are tagged in comments or retweet a post, but now they’re upping the ante. This month, they’re hosting weekly drawings and giving $1 million to users who win number-guessing games. All people have to do to be eligible is: One: Follow Millions on Twitter; Two: download and create an app account; and Three: Guess a sequence of six numbers. That’s it. Whoever’s numbers match the weekly draw, wins big. It’s basically a digital lotto.

The “anonymous founders” (who aren’t so anonymous – a few Google searches revealed Kieran & Rory O’Reilly, the founders of gifs.com, as the brains behind the new company) claim it’s a different approach to paying for customer acquisition. Instead of forking money over to Facebook, Instagram, Apple, or Google to find customers for them, they’re using that same budget to attract fans directly by, well, giving it all away. And they hope the initial fun, which one investor called an “unparalleled, engaging customer experience,” will result in a loyal customer base eager to support the company’s future launch.

While details are still underwraps, another investor, Allbirds co-founder and CEO Joey Zwillinger went on record explaining his monetary support for what Millions is building, and revealed some clues regarding what’s ahead. “This company is creating delight from what would otherwise be the mundane, everyday necessity of swiping a credit card,” he said. “We invested in Millions because they will spark joy in people’s lives, and think the traditional points model of accumulating hard-to-use airline and hotel points is tired, and ripe for reinvention.”

But is this customer acquisition ploy sustainable, and will it really create authentic brand affinity and customer engagement? Or will it just rack up the brand’s Twitter following and create synthetic app engagement with people who are just looking for some extra dough?

“The strategy is interesting,” says Tallwave’s Director of Performance Marketing Dallas McLaughlin. “But I think people are overthinking it by trying to understand the product, the game, the acquisition costs, etc. Let’s not outsmart ourselves here.”

The Millions "game” is just a facade that makes consumers feel comfortable entering a ”cash for data marketplace.”

As Dallas put it, Millions simply came up with a way to incentivize people to willfully hand over their demographic and mobile device data. That’s all it is.

“Each time someone follows them on Twitter they are going to receive their name, age, gender, income, interests, accounts they follow, etc. Millions then hands the follower cash for this information. Exchanging consumer data for Millions’ cash. Then, when they download their app – where the game actually takes place so it’s a requirement – the consumer is willfully accepting the terms of service which in all likelihood will include handing over the majority of the mobile device data which will include social logins, geolocation, app usage, apps installed (think banking, insurance, shopping) and more.”

Essentially, the Millions “game” is just a facade that makes consumers feel comfortable entering a ”cash for data marketplace.” Yes, that is a phrase that Dallas made up.

“Mobile device data is the new gold and the gold rush is on. Millions figured out that consumer privacy concerns go out the window as soon as something is in it for the consumer and they did it in a way that is fun for the consumer. It’s a win-win for all. Until the story breaks a month from now about how they are using the data.”

Also read: How Tallwave Optimized Paid Media Strategies For a 40,000% Increase in Leads

Well, that’s always the caveat with datat: Do consumers actually have privacy and can brands truly cultivate feelings of trust? Only time will tell for Millions.

Will You Be My… Pop-Up Drive-In Date?

Drive-in movies are getting a thematic makeover. FunFlicks announced a new initiative to provide pop-up drive-in events as alternative solutions for high school dances (think proms, formals, homecomings, etc.) and graduations. Calling it the “natural next step in helping the community move forward together and begin to heal,” the events offer safe ways for people to celebrate big moments and create memories together, in a time when we can’t physically be too close together.

It’s a shining example of how a company – perhaps less relevant in our regular lives than say, 70 years ago – can employ creativity and empathy to launch a marketing strategy that does more than build awareness and rely on advertising dollars. Instead, FunFlicks’s new offering finds a modern and unique way to once again become a fabric of old and new customer’s lives.

“For years we have provided pop-up drive-in movie theatre rentals for all kinds of events and had great success,” share a company spokesperson for FunFlicks. “In the beginning of COVID-19, we began a robust campaign to give back and help support the community by providing free downloadable movies to cope with lockdown, as well as donating important relief supplies… I strongly believe that it is time for us to begin using drive-in movie theaters in a way that can return positivity and some type of normalcy to the community.”

Also read: Why Customer Experience Can’t Be All Data Driven

While we can’t see this being a permanent thing – it’s safe to assume that most people would prefer in-person dances and graduation ceremonies bounce back in a post-pandemic world – it may create long-lasting customer appreciation and support amongst FanFlicks fans who are provided with a safe space to relax and connect during a most difficult year. Even more, it may change consumer perspective and attitude towards drive-in movie nights, for good.

In the Future, People Will Decorate Their Porches With Mini-Fridges

Walmart announced a new plan to pilot “smart boxes” this spring. Essentially front porch mini-fridges with compartments for various items depending on their temperature needs, the smart boxes are controlled via a phone app and aim to “ease the pitfalls” of grocery deliveries.

The smart box manufacturer, HomeValet, says it will allow shoppers to continue conveniently grocery shopping online but won’t require they be at home for the delivery – the food will stay fresh and smart box owners will have full control over when the box is locked (or unlocked) while on the go.

And while Jack Simms, the co-founder and COO of HomeValet, says the smart boxes can hold up to seven or eight bags of groceries, he foresees consumers using them in a more agile, as-needed way.

“We think there will be a big market for auto-replenishing perishables”, he told MediaPost. “How nice would it be to have milk and eggs delivered without even having to order them? And instead of buying a week’s worth of meat at once, having it take up space in the fridge and worrying about cooking it by the sell-by date, people can get it delivered more often, maybe daily. So, that will improve the quality and freshness of food.”

The pilot program is in partnership with Walmart, but HomeValet has consumers at its core.

“This will be consumer-owned and brand-agnostic, Simms explained. “People won’t want it if it’s connected to just one store. It works for deliveries from grocery stores, the butcher, wine deliveries. Even if the vendor doesn’t have the technology, customers can leave the box open and lock it via the app once the delivery has been made.”

Also read: How to Brainstorm For Innovation

While this new technology certainly does improve convenience of home grocery delivery, the Tallwave team wasn’t sold on its necessity, with 70.8% of those surveyed saying they wouldn’t buy the product.

“Most of the existing food distributors use dry ice to keep content at the appropriate temperatures. Fridges cost extra electricity and most likely space. It could be helpful for people that are not working from home, but it’s hard for me to relate to the use case. I think its an interesting product concept for the problem, but the fridge is not the solution in my opinion,” said one Tallwaver who took the survey.

“Sounds awesome and highly convenient if the price is right and it’s not an eyesore for my porch,” said another Tallwaver. “The HOA may nix it.”

Meanwhile, a potential problem was also brought to light.

“I say ‘Yes!’, but my front door area does not actually have space for this type of unit to be placed, so the practicality of it is limited. What about people who live in apartments or smaller houses? The convenience aspect of this is nice, but not necessarily a game-changer, in my opinion. I like the idea of eliminating waste from grocery deliveries in lieu of having a place to put it in front of my home, but there’s still the question of resource use, and the impact production of these units will have on the environment, as opposed to paper bags. I would love for retailers to find more innovative ways of continuing the home delivery services while also looking for ways to mitigate the waste associated with them.”

Price was also a contentious issue. Nearly 50% of responders said they’d be willing to pay between $150-$200 for the product, The other surveyed ranged between $0-$150. Zero responders said they’d be willing to pay over $200. The price of the smart box units is currently unknown.

While we didn’t get an overly enthusiastic reaction to the new smart box technology from our Tallwave Team, people originally thought the Edison light bulb and telephone wouldn’t catch on, either. And look at where they are now.

Either way, we hope HomeValet and Walmart use the pilot program to dig into consumer concerns, sentiment, and core needs and address concerns or experience gaps before pushing the product to market.

Would you purchase a smart fridge? Weigh in and tell us why or why not in the comments below.

Tags customer experience, performance marketing, product development, software & technology, strategic planning

News This Week in CX

This Week in CX: 3 Big Healthcare Tech Companies & Providers Announce Future CX Plans

Post author By Tallwave Team
Post date January 29, 2021
No Comments on This Week in CX: 3 Big Healthcare Tech Companies & Providers Announce Future CX Plans

The healthcare industry was always going to need to integrate and provide more personalized digital-first experiences for patients. The 2020 pandemic just sped up that demand.

Patient experiences in healthcare – and how to improve them – is something we talk about a lot. Whether with prospects, our current healthcare clients or internal teammates, we’re always hypothesizing, testing, and implementing new data-driven strategies designed to solve the acquisition, engagement, and retention challenges that many organizations are facing. These solutions always have one theme in common: They’re developed with humans at the core and with heart.

This week, a number of companies dedicated to developing technologies and holistic strategies that streamline healthcare experiences and improve patient engagement made announcements that will help organizations get one step closer to delivering truly personalized CX. No matter your CX speciality, these stories serve to showcase the ways in which companies are getting creative with innovative technologies and may provide some much-needed inspiration into CX takeaways for businesses small and large.

Here are the biggest business, tech and data developments that occurred this past week and will most certainly impact how we design and deliver the customer experiences of tomorrow.

HIPPA Just Gave a New Telehealth Video Feedback & Engagement Platform the Green Light

Twenty-first century technology is so cool. A new “video feedback and engagement platform” designed for healthcare providers and pharmaceutical companies fits that bill. Medallia, Inc., a SaaS company that develops technologies for customer experience management, is getting ready to change how healthcare needs are heard and understood with their newest product, Medallia LivingLens.

It all comes down to making patients feel seen, heard, understood, and authentically cared for.

The video solution – which achieved HIPPA compliance this past week – gathers real-time customer and employee sentiment (feelings, perceptions or attitudes that arise during experiences) during telehealth sessions. Using proprietary AI technology, the solution “captures six times more information with video feedback than tradition, open-ended text based solutions, including nonverbal communication, such as body language.” This results in action-based insights that enable practitioners to predict and overcome barriers associated with providing optimal care and exceptional telehealth experiences.

One company currently using the solution, Just Worldwide, says the Medallia LivingLens allows them to analyze patient “video diaries,” understand how patients feel, and uncover what they wish their caregivers knew. “We use it to get the emotional impact of a patient,” explained Sally Udayakumar, Research Manager at Just Worldwide.

This is going to open up a whole new world of care that practitioners are able to provide to patients – including preventative care.

“Organizations and practitioners can only truly be lifelong partners if they are emphasizing and providing preventive care to patients,” says Tallwave Product Designer Chelsey Gloetzner. “Those who are proactively providing preventative and whole-person care will naturally improve patient engagement in-between sick visits.”

Also read: Innovators Q&A: How Avidon Is Solving the Patient Engagement Problem In Healthcare

It all comes down to making patients feel seen, heard, understood, and authentically cared for. Previously, practitioners could only know what patients verbally told them or they could physically observe. Now, Medallia LivingLens allows them to dig so much deeper, and provide a level of care that they’ve never been able to before. And it will only contribute to increased satisfaction and loyalty.

“Patients that know and believe you have their best interest in mind will more willingly partner and trust healthcare providers long term,” says Chelsey.

But will this technology – and telehealth appointments – still persist as the pandemic chapter comes to a close? You can count on it.

“Many patients who have become comfortable with telehealth will still prefer this type of appointment in a post-COVID world,” predicts Chelsey. “More doctors are experiencing the benefits of taking these types of appointments as well. In the future, it is feasible that telehealth will not lose its demand.”

That doesn’t mean all telehealth challenges are resolved. In fact, there’s one outstanding problem that we’re currently helping clients solve for: The need for increased education to help onboard older generations.

“It is a unique challenge because those who would greatly benefit from telehealth appointments due to age, physical limitation or challenges finding transportation to appointments, tend to have the most difficult time utilizing the technology,” Chelsey says. “Without the proper introduction and training for this technology, a large demographic of potential users will not be able to benefit from telehealth appointments. Putting walkthroughs or training within the technology itself will not meet the needs of those who must learn how to utilize this type of technology and the devices they would use it on.”

So, once you know how to connect with your practitioners via the internet, you can bet that computer or mobile phone lens is allowing them to peer right into your soul.

Microsoft’s Healthcare Bot Migrates to the Azure Platform

If you haven’t noticed, you’re surrounded by robots.

Internet bots, that is (think chatbots, Alex, Siri – you get it). And if healthcare organizations weren’t using them before, you can bet they’ll be embedding them into their customer experiences soon.

Microsoft announced their plans to migrate their Healthcare Bot to the Azure platform, enabling healthcare developers to customize bots for both clinical and/or operational uses and build new conversational tools. Additionally, organizations will be able to use the new Azure Health Bot as virtual health assistants, ensure compliance requirements related to privacy and security mechanisms, and merge electronic medical records into touchpoints to drive more personalized, holistic experiences.

“It’s really great to see healthcare companies leveraging and investing in technology to remove barriers and friction from the customer experience,” says our Senior Product Designer Alyssa Hayes. “Healthcare on its own can be notoriously complicated and stressful. Even the routine stuff, especially when you toss in some unexpected illnesses or accidents, can be a burden to navigate. Using technology to naturally provide personalized care – while delivering an experience that’s more approachable and predictable – will help put patients at ease and enable them to understand what they need to do to achieve better health. It gives them one less thing to worry about.”

That’s something everyone could use a little more of, these days.

Also read: Real People Tell Us What They Want From Healthcare In 2021

"This type of bot technology is providing great opportunities for healthcare practitioners and organizations to build trust and provide care that is truly valuable."

“There’s nothing more personal than your own health,” says Alyssa. “This type of bot technology is providing great opportunities for healthcare practitioners and organizations to build trust and provide care that is truly valuable.”

Our Chief Operations Office Ed Borromeo is also on the bot train. “It’s great to see this technology advance,” he says. “It provides so many opportunities to improve experiences within the healthcare space, overall – for both patient and healthcare workers.”

And the benefits aren’t exclusive to the healthcare industry. “We see increasing use of this class of innovation in a lot of other verticals: Banking, travel, even HR. Bots have a lot of utility and, frankly, they’re super cool. Beyond efficiencies, those who can seamlessly transition a bot user experience to, say, a human-to-human user experience with no clunkiness will be winners in the CX space.”

Note for all businesses out there: If your customers already explain their problems to bots, don’t make them repeat it when connected to human representatives. Make the changeover from robot to representative as smooth as a cut from a scalpel.

Walgreens Taps Microsoft & Adobe to Drive New Personalized Experiences For Shoppers

Walgreens is doing big things.

On the heels of an 18 month partnership with Microsoft, in which the two companies worked together to modernize technology and move their health-related operations to the cloud, Walgreens announced a second phase this past week – one that brings Adobe into the powerful fold to help craft next-level experiences and improve engagement with the store’s customers, both in-store and online.

By partnering Walgreen’s global customer data with Microsoft’s cloud-based data platforms and Adobe’s Customer Experience Management solutions, the trio will design holistic CX strategies that connect pharmacy, immunization, and retail interactions.

"Having a personalized experience like this can help customers feel like their time and business matters.”

One example of this is what they’re calling “individually tailored” prescription experiences: Today, customers are contacted numerous ways – by text message, email, phone call – when prescription refills are ready. In the near future, instead of being bombarded through multiple channels, none of which drive a valuable experience, they’ll receive an email that not only reminds them about the refill, but provides a “landing page” filled with information that encomapsses dosage, prices and other educational resources.

And since so much of a great customer experience is saving customers time, shoppers will also receive alerts that refills are available when inside Walgreen stores, so they don’t have to make a second trip later.

“Customers want to have your undivided attention,” says Alejandra Guillen, a Tallwave Content Specialist. “They want to feel like they matter and like businesses actually care about them. Having a personalized experience like this can help customers feel like their time and business matters.”

And Walgreens’ goal to connect their in-store and online experiences are key to sustaining customer affinity and loyalty.

“Before, in-store purchases were the gold standard,” explains Alejandra. “Now, especially with the pandemic, online shopping is becoming crucial. While people will always make in-store purchases, online shopping will continue to thrive even after the pandemic for convenience.”

One brand doing this well? According to Alejandra, Target.

“The Target app remembers your in-store purchases and combines them with your in-app purchases to deliver personalized deals and reminders to buy goods you have purchased in the past. This method is great for both an excellent customer experience and boosting a company’s profits.”

And last, but certainly not least, Walgreens’ new strategy to educate shoppers when reminding them about prescriptions will increase the bond and attachments customers have with them.

“Customers want to know what they’re buying and what they’re putting in their bodies. When it comes to prescriptions, no one is reading the long pamphlets that come with medications,” says Alejandra. “Formatting this crucial information into easy-to-understand landing page content will help customers build and establish longtime trust with Walgreens.”

Anyone else switching their regular pharmacy to Walgreens?

Tags agile ux, b2b, b2c, content, customer experience, data, data strategy, digital transformation, empathetic marketing, healthcare, patient engagement, product development, software & technology, telehealth

News This Week in CX

This Week In CX: Mylk Tries to Be Funny, Masks Get a High-Tech Upgrade & More

Post author By Tallwave Team
Post date January 22, 2021
No Comments on This Week In CX: Mylk Tries to Be Funny, Masks Get a High-Tech Upgrade & More

Photo: iStock

Recently, a couple people have asked us what customer experience encompasses and why we select the stories we do for This Week in CX… afterall, they really run the gamut! From news about advertising campaigns to product development, rebrands, research, and algorithm updates, they speak to every sector of a company’s business and growth milestones. But the reason for that is quite simple: Every single interaction and/or touchpoint a potential or existing consumer or client has with your brand factors into your overall customer experience. The quality of the experience – whether it’s friction-less and purpose-driven, or full of frustrating, confusing, or triggering moments – continuously informs and evolves a customer’s perspective and affinity for your brand.

And the minute details – the words and images used in the messaging, the colors chosen for design, the tools used to deliver customization and personalization, the ease of navigation and product design, the foresights into changing consumer behaviors and expectations, the optimization that enables discovery and education – it all impacts a customer or consumer group’s experience with you. Like we always say, #ExperienceIsEverything.

Extreme care and intention must be carved into every business decision made, whether it obviously impacts the external customer, or not (because hint: employees are the drivers of experience and if they’re not happy, we bet you’ll notice a trickle-down effect). Cross-functional alignment on values, purpose, mission, voice, and personality is essential to providing consistent experiences that build rapport, dependability, and advocacy.

Also read: How to Craft Employee Experiences That Improve Customer Experiences

Hopefully, with that explanation, we’ve made our why behind the stories we choose a little easier to understand (if you’re still confused, we’d love to continue the conversation! Send us a DM here, here, or here). So, without further ado, here are the biggest product, marketing, and research developments that occurred this past week and will most certainly inform how we design and deliver the customer experiences of tomorrow.

The quality of the experience – whether it’s friction-less and purpose-driven, or full of frustrating, confusing, or triggering moments – continuously informs and evolves a customer’s perspective and affinity for your brand.

One Milk Alternative Brand Took Transparency to an Udderly Risky Level (Or Did They?)

Companies by and large have had to get creative with their marketing efforts as work-from-home and social distancing mandates have continued as our new normal. For example:

Apple released a commercial that showcases a slideshow of photos and videos – safe to guess all shot on iPhones – with the message, “Creativity goes on.” While simple, it does the job. Some of us may or may not have felt a little choked up.

Women’s Aid – a UK-based organization that provides live-saving services to those impacted by domestic abuse – took to the streets to capture footage of empty sidewalks, parks, stripmalls and sqaures. In between the commercial’s montage, simple white letters appear on a black screen that read, “Domestic abusers are no longer walking among us. They’re locked inside with their families.” A sobering reminder and plea to donate to help women and children in our communities whose homes are anything but safe.

Coors Light turned one Grandma’s tweet into a massive social campaign (and free beer spree) that ultimately raised brand awareness and customer sentiment. After 93-year old Olive Veronesi posted a photo with a beer can in one hand and a sign in the other that read, “I need more beer!”, Coors was quick to jump into action.

They delivered 10 cases to Olive’s doorstep (to which she posted another picture with an updated sign, “Got More Beer!”) and started a Twitter giveaway – one that resulted in dropping off a whopping 500,000 beers to people’s doorsteps – with the #CouldUseABeer hashtag.

So, with creative ad campaigns piling up, what’s a new brand – who can’t supply samples in grocery stores to potential consumers but wants to make a splash in the marketplace – to do? Lean in, take risks, and follow the lead of the unconventional.

Milkadamia, a new nut-based milk alternative brand, introduced itself with a little transparency and light-heartedness. Afterall, we’ve all had a very serious year. They recruited seven Chicago-based comedians and sent them boxes of unidentified food items. The comedians (read: not scripted actors) were told to unbox the items and try them. On-camera. That’s it.

They called it the “Just One Taste LIVE campaign” and, while they aimed for authentic reviews of their products – ”I won’t say I wasn’t anxious,” CMO Christina Downey said – they also did some good by paying out-of-work improv actors to sit in their PJs and drink Milkadamia’s new macadamia nut milk. Although, just to be clear, none of them were actually wearing PJs. They look quite presentable in the final video. Which, come on, making the rest of us sitting in three-day old sweat pants look bad.

The campaign’s goal was to open people’s minds up to the possibility of plant-based milks, and while they may have achieved that, some Tallwave experts felt the campaign fell a little flat.

“The idea is good… But to be totally honest, the video feels kind of forced,” reviews our Manager of Content Strategy Holly Ringerud. “I know they said it was unscripted, but it’s obviously edited and everyone is well-lit. It’s just not as high concept or entertaining as I think it could have been.”

She finished: “But it’s an interesting update on the ol’ taste test!”

So, there’s that.

Our Director of Operations Kailen Campbell also loved the idea but was left wanting more. The biggest problem? It didn’t stay true to the campaign’s name and promise.

“The video campaign says it was ‘recorded for subsequent public distribution,’ right? So, this was not truly a live event – despite being called ‘Just One Taste LIVE’ – where people like me could join the Zoom and watch the big names taste everything in real-time,” Kailen pointed out. “Believability matters a whole lot with things like this.”

She did have some kudos to give.

“Creative? Totally! Unique? Yep. Good for them for giving us all something a little different.”

But it was actually another Milkadamia video that sparked greater interest in the brand and product for Kailen.

“I actually really enjoyed the educational promotional video more. I don’t know much about milk alternatives. I drink cow’s milk! So, the educational information made more of a lasting impression on me.”

It seems unanimous. A for creativity. A for taste. C for execution. Sorry, we can nut lie.

Facial Masks Get a High-Tech Makeover

Bonatone, a British electronics firm, recently released a high-tech, protective face mask that solves a pain point all mask-wearers have encountered at least once. With earbuds and a microphone built-in, Maskfone gives multitaskers the power to stay safe while continuing conversations – or listening to music, podcasts, etc. – while on the go. As CreativeBloq [https://www.creativebloq.com/news/maskfone-ultimate-face-mask] put it, “Anyone who has tried removing a mask with music plugged in will know it’s a recipe for lost earbuds, while trying to speak on the phone through a mask is a recipe for a sore throat.”

Simply put: Bronatone developed a product with hopes of changing the experience humans have with their protective masks, whether on a jog, at the grocery store, or taking a professional call while chasing a kid around Target.

But the real question of the hour: How has the pandemic changed people’s perceptions of crowds, germs, and distancing, and will newly-acquired safety-precautions – like wearing masks – continue once the threat of COVID-19 has passed?

“I think people will be more mindful about cleanliness – continuing to use hand sanitizers and wipes – while in public places and crowds. Companies may continue to offer sanitizing products to the public. I also foresee virtual experiences, such as Telehealth and contactless options continuing,” says Jenny Alexander, Product Designer at Tallwave. “But I definitely don’t see the use of masks persisting once the pandemic is resolved. There is already a lot of resistance to wearing them. Potentially a few extra cautious people may prefer wearing masks, but I only see the trend lasting for a short period in the post-pandemic world.”

Well, hopefully for Bronatone’s sake, the mask – which is made with four filter layers, washable and water-resistant fabric, comes with a variety of ear hook sizes and features controls buttons on the side, along with an app that can boost the speaker’s voice – sells out before we all go back to living the unmasked life.

Also read: How to Brainstorm For Innovation

Speaking of COVID-inspired items… Has anyone created the bottomless toilet roll yet? Now, that’s a life-changing invention right there.

New Survey Reveals New Charitable Donor Insights

Data Axle released a new report titled New Best Practices to Connect With Today’s Charity Donors that highlights current behaviors, preferences, and sentiment among today’s charitable donors, particularly as they vary by age, gender, income and political affiliations.

Being that we work closely with a couple nonprofits and charitable organizations to improve their donor acquisition, digital footprint, and reach new (younger) audiences, we were interested.

"It all comes down to a charity’s customer experience."

Some key takeaways shared in the report include:

Preferences surrounding donation channels vary by age; 45% of donors 60+ prefer sending donations via mail; while all demographic groups between 18-60 prefer making donations by going to a nonprofit’s website unsolicited and donating online (ahem, a strong digital experience – and digital brand awareness strategy – is key).
Young donors (18-44) favor making monthly contributions to charities of their choice – it’s all about ease through recurring (subscription-like) models these days.
Omnichannel strategies and cross-channel communication is crucial. Email, direct mail, and social media were reported most important – with basically no one wanting to receive phone calls. However, and potentially most important, according to the report, donors prefer to “receive communications via one channel and donate through another, [so] synchronized cross-channel strategy is vital.”

“These findings do align with what we’ve seen through our partnerships and respective campaigns with donor-dependent nonprofit and charitable organizations,” says Tallwave Consultant Benjamin Pressman. “It all comes down to a charity’s customer experience. The starting point has to be internal alignment on what success looks like. This evaluation must rely on factoring the lifetime value of new donors into acquisition costs. In our experience, nonprofits can’t rely on each individual acquisition channel delivering a positive return, but instead need to, at a minimum, combine all acquisition and retention efforts’ costs to view the overall lifetime value return. More sophisticated evaluations can be developed to understand the influence each channel has on initial donation and retention of donors, but there needs to be an understanding that all channels contribute to the overall revenue brought in from donors.”

"In our experience, nonprofits can’t rely on each individual acquisition channel delivering a positive return."

And while cross-functional alignment and a defined roadmap for success and ROI is key, so is crafting a personalized, seamless cross-channel experience that encourages donations, as well as engagement and advocacy.

Also read: Optimizing paid media strategies for a 40,000% increase in leads

According to Benjamin (Benjie, as he’s known around the now-virtual office), there are two steps organizations should take to improve their cross-channel experience.

“The first is focusing on the current donor base and finding similar donors:

Charities should analyze their current donor base and find common factors to acquire similar audiences that provide the needed long-term return in revenue
Building in audience analytics to the acquisition funnel will also help charities understand where the pain points are in the prospect CX, and test and learn to alleviate those pain points
Similarly, retention efforts’ pain points should be be evaluated through customer research to inform improvements in retention efforts

These efforts will provide the roadmap to acquiring new donors that align with the existing donor base. Then, charities should use 3rd party research to identify who their new donors likely are. Based on that determination, a new CX flow should be created to accommodate expectations for that audience. This could be a simple tweak of existing creative assets and site content, or a need to more broadly create new experiences.”

Helping nonprofits and charitable organizations expand their reach and deliver their mission to more audiences is something we’re so incredibly proud of and passionate about. We hope to use these new findings to continue that pursuit and drive more unstoppable growth, change, and impact.

Tags customer experience, customer research, food & beverage, nonprofit organizations, product design, product development

News Strategy This Week in CX

This Week in CX: Sephora Plans For a CX Makeover, General Motors Unveils Rebrand & More

Post author By Tallwave Team
Post date January 15, 2021
No Comments on This Week in CX: Sephora Plans For a CX Makeover, General Motors Unveils Rebrand & More

Photo Credit: iStock

Four words have been on repeat throughout our virtual office as of late – reband, redesign, rinse and repeat.

If you didn’t notice, Tallwave executed a total 360 rebrand in 2020 (what else was there to do when we were all hunkered down in our homes?!), so naturally, that’s been on the mind. And it appears some major legacy companies are changing their brand and visual messaging, as well.

Redesign is continuing to be a top priority for companies – big and small – in 2021. As the world changes and the new normal settles in, all businesses are being called to evaluate their customer journey, improve and iterate. And that’s no small feat. It takes alignment across all teams including research, design, content, development, marketing, branding and People & Culture to work towards a common goal and ultimately pull off a successful customer experience redesign. It’s a lot of work… we would know.

And lastly, rinse and repeat, or, as we often say, never set and forget. Now, these words don’t necessarily pertain to the stories we’re sharing today, but they’re crucial for any companies carrying out rebrands and redesigns to plaster on their walls. Why? Because even though both business milestones – rebrands and redesigns – require extremely heavy lifts, the job isn’t done once the final products and plans are announced and unveiled. Communities, customers, and cultural climates are changing faster than ever before, and with evolution comes new technologies, expectations and demands for businesses to do and be more.

So, cheers to the companies putting in the good work to serve their customers – employees and consumers – first. Celebrations are certainly in order. But once the dust settles, it’s time to go back to the beginning and measure, evaluate and continue to build.

With that said, here are the biggest business, tech and data developments that occurred this past week and will most certainly impact how we design and deliver the customer experiences of tomorrow.

Sephora: Your Scheduled Appointment For a Customer Experience Makeover Is Confirmed

Big kudos are in store for Sephora! On the heels of releasing “The Racial Bias in Retail Study,” the major beauty retailer announced plans to address and resolve racism, discrimination and other unfair treatment throughout their customer experience.

"Racial bias and unfair treatment exists at all phases of the shopping journey, even before a shopper walks into a store."

“It operates on multiple levels across the consumer journey,” Cassi Pittman Claytor, one of two academic partners who collaborated with Sephora to conduct the study, says in the report. “From the very start when people even think about things that they want to buy, to actually making a purchase, using a good — every step along the consumer journey, retail bias, racism is evident.”

The statistics in the report are pretty bleak, but if viewed through a different lens, they also uncover major opportunities for all retailers to make change. According to the study:

Three in five retail shoppers have experience discriminatory treatment
Two in five shoppers have personally experienced unfair treatment on the basis of their race or skin color
Three in five employees have witnessed bias at their place of work
Three in four retail shoppers feel that marketing fails to showcase a diverse range of skin tones, body types and hair textures
Four in five retail shoppers don’t believe there is a representation in brands or companies that are made by and made for people of color

To put actions behind their survey and words, Sephora revealed their D&I action plans to cultivate a sense of belonging for all consumers, regardless of race, skin color or shape, and they hope other retailers will do the same. The plans include new production guidelines designed to increase diversity in all marketing materials; improved in-store processes and mandates for greeting customers and gathering monthly D&I feedback; and more inclusive talent and employee recruiting, mentoring and training programs related to unconscious bias. Progress made across all sectors of their customer journey will be shared publicly on a bi-annual basis on a dedicated section of the company’s website.

It’s this full-picture approach that’s going to make the biggest impact.

“As companies take an introspective look at how well they’re serving the full diversity of their customer bases,” says Jessica Pumo, Tallwave’s Vice President of Marketing, “the most effective strategies for addressing racial bias will be those that consider the customer experience holistically across the entire customer journey and how well that experience meets the needs of all customer personas at every touch point.”

While strong representation in marketing, in-store staffing, and product assortment are key for creating an inclusive customer experience, Jessica says the employee experience is also paramount.

“Employees are the key drivers of customer experience. Sephora’s efforts to not just train employees on diversity, inclusion, and unconscious bias, but to create an employee experience that delivers on the emotional outcomes they want to create for their customers should help them set the stage for authentic, lasting change.”

Also read: How to Craft Employees Experiences That Improve Customer Experiences

Even the Motor Vehicle Division (MVD) Is Evaluating Their Customer Experience

Get ready to put “new vehicle registration tags” on your next grocery store list. The MVD is expanding its efforts to improve their current services because, well, frankly – and I think everyone would agree – the experience stinks.

“DMV’s have so much opportunity to improve customer experience,” says Tallwave’s Senior Digital Intel Strategist Brooke Weidenbaker. “You would be hard pressed to find someone who enjoys going to the DMV.”

Luckily, individual states are aware of their CX problem and looking for ways to improve. Just this past week, New Mexico started testing self-service vehicle registration kiosks at the popular chain grocery store Albertsons. To speed up the registration renewal process and print new tags right on the spot, shoppers can visit voice-enabled kiosks before or after picking up their weekly supply of eggs and milk.

"The kiosks will be able to collect data that otherwise might not be available at the in-person locations."

“We’re excited about being able to offer a convenient way for MVD customers to take care of business with us. Whether it’s online, over the phone, in person or now through these new self-service kiosks, we are committed to finding the best ways to serve everyone,” Taxation and Revenue Secretary Stephanie Schardin Clarke said in a recent news release.

These new self-service registration kiosks New Mexico is trying out are an excellent start.

“Not only in providing consumers another option but also from a data perspective,” Brooke further explains. “The kiosks will be able to collect data that otherwise might not be available at the in-person locations. This is a great step in the right direction that will hopefully kickstart more improvements to the MVD experience across the country.”

Well, if nothing else, I know one thing: I’m buying an electric car next so at the very least, I don’t have to deal with emissions and the MVD. Which, speaking of emissions, brings us to our next story…

Also read: What Is CX & Why Does It Matter?

Kia and General Motors Unveil Rebrands For a Cleaner Future

New year, new me isn’t just for individuals – it’s for entire organizations, as well. Kia and General Motors both announced huge rebrands this past week, introducing updated visual logos and identities.

“We designed the [new] logo around two basic principles. The first is symmetry that symbolizes a sort of stability and confidence that we have towards the future,” explained Karim Habib, Head of Kia’s Global Design. “The second principle is the rising gesture that you see on the K and on the A, meant to symbolize a rise in what we want to achieve with the brand and what we provide in terms of the brand experience to our customers in the future.”

General Motors also unveiled its modern-twist on their original logo that hasn’t substantially changed since 1964 – the change is meant to visually communicate its shift towards focusing on zero-emission vehicles.

As seen in the image above, the custom-designed font is now all lowercase with the ‘M’ featuring arches that symbolize the prongs of an electric plug. The more vibrant color is meant to represent their hope for bluer, cleaner skies.

“A logo is the customer’s front door to the brand,” says our Art Director Sean Tucker. “It is usually the most visible component and it represents the brand at the highest level. A great or compelling logo can make an impactful first impression – a chance to put a stake in the ground and say ‘this is what we stand for.’”

But Kia and General Motors did more than just rebrand their visual logos. They also evolved their overall messaging.

“The new Kia is undergoing a full transformation to deliver meaningful experiences, products, technologies, and design that are all focused on you – our customers,” explained Karim Habib. “From now on, every time you encounter a new element of the Kia brand, we want you to be inspired.”

That’s quite fitting given Kia’s other major brand messaging changes, swapping the “Power to Surprise” tagline for “Movement that Inspires” and dropping “Motors” from its corporate name to reflect a future in which they offer sustainable mobility solutions for everyone around the world.

Meanwhile, General Motors is also fighting for a zero-emissions future. “There are moments in history when everything changes,” GM’s Global Chief Marketing Officer Deborah Wahl said. “We believe such a point is upon us for the mass adoption of electric vehicles. Unlike ever before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”

"Sure, we need to teach customers about our product and hopefully convince them to buy it, but the real magic happens when we make them feel something."

When carrying out a rebrand, companies must first start at the core – the heart – of the company and identify what they believe and value most.

“A brand is so much more than just its logo,” adds our Art Director Sean Tucker. “It is critical that the brand is built with thoughtful messaging and communications. Sure, we need to teach customers about our product and hopefully convince them to buy it, but the real magic happens when we make them feel something. The most successful brands have built lifestyles around their products that their customers truly believe in. Nike isn’t Nike because of their (kind of awkward) logo. Nike is a dedication to being faster, stronger, and better. Millions of people put a little Apple sticker on their car when they got their first iPhone, but that’s not because it’s a really great illustration of a fruit. It’s a badge of honor, it says ‘I believe in this.’”

While consumers have varying opinions on the new visual logos, most agree that Kia and GM’s commitments to creating a healthier, more sustainable world is what matters most.

Tags brand strategy, business strategy, customer experience, cx news, diversity, employee experience, General Motors, Kia, Sephora

News

This Week in CX: LinkedIn Goes Shopping, Burger King Loans Its Crown & More

Post author By Tallwave Team
Post date December 19, 2020
No Comments on This Week in CX: LinkedIn Goes Shopping, Burger King Loans Its Crown & More

In this week’s installment of “This Week in CX,” we list the biggest business, tech and data developments that occurred this past week and will most certainly impact how we design and deliver the customer experiences of tomorrow.

Volvo unmasks car consumers’ new wish list

Auto-brakes are so 2019.

Volvo partnered with The Harris Poll to figure out what drivers really want from their cars in a post-pandemic world and discovered that the definition of their brand core value – safety – has taken on new meaning.

After navigating a year of viral fear and uncertainty, consumers are re-evaluating how they interact with the outside world and are finding more creative ways to have experiences from the safety of their cars. They’re attending drive-in movies, zoomin’ through zoos, going for scenic drives, throwing drive-by celebrations and enjoying some quiet time by designating vehicles their “alone zones”. Cars are no long just a means of transportation – they’ve become a place for peace and connection during COVID.

And as the world settles into the new normal of being more homebound and socializing from a distance, this trend won’t stop. As public transportation and ride sharing services take a hit, people will continue to explore the outside world from the protection of their cars. It’s this change that is also driving new demands for built-in safety features.

According to Volvo’s Safety First: The Evolution of Driving and Mobility in 2020 report, air conditioners with germ filtering technology is the number one wish on many driver’s lists, followed by car sanitation services as part of standard packages, contactless service/maintenance offerings, built-in sanitizer dispensers and a place to store masks.

Also read: What’s In Store For the Future of Retail in a Post-COVID World?

“Given all that we’ve experienced this past year, the uncertainty and the safety risks, people just don’t feel safe,” says our Head of Strategy and Innovation Jesus Ramirez. “We’re all in constant fight or flight mode. People are looking around for any way to feel safe and for any semblance of security. Brands and businesses have an opportunity to account for these concerns in their products and services. Whether it’s restaurants and the precautions they’re taking to keep patrons safe, to product packaging, to airline procedures, to auto manufacturers.”

"We’re all in constant fight or flight mode. People are looking around for any way to feel safe and for any semblance of security."

Are you asking yourself how your business can increase safety and trust felt by customers? You should be. And, by the way, we can help.

LinkedIn gives users a new way to spend money

LinkedIn is no longer just a platform where users can socialize, search, stalk, and scroll; now it’s transforming its experience from passive to active by rolling out a digital storefront.

By allowing companies to build Product Pages into their profiles, LinkedIn is helping brands cultivate conversations and connections with customers and followers. These Product Pages will educate users about a company’s solutions, generate new qualified leads, and ultimately contribute to overall growth. Even better, Rishi Jobanputra, the Senior Director of Product Management at LinkedIn, said the pages will help brands build “a network of people who can become advocates of products.” Marketers will be able to gather ratings and reviews, highlight product endorsements and testimonials, and drive new and existing consumers to request demos or schedule meetings with the sales team via a call-to-action button.

“While Account Based Marketing has garnered Linkedin a lot of buzz in the performance marketing space lately, I believe their latest announcement of the launch of Product pages will move Linkedin from a trendy tactic to a must have strategy for every B2B marketing plan,” predicts Tallwave Senior Strategist Brian Hambrick. “Product Pages and the in-the-works Services Pages moves Linkedin from a top- and mid-funnel media channel to a full-funnel media channel where marketers can even close the sale within the platform.”

Brian suspects that most brands will want to use the Product Pages to drive customers to their existing websites, but with an audience of 722 Million business professionals who trust the platform, thinks the customer value of that strategy will be challenged.

“B2B brands will need to figure out how Linkedin can play a role in their customer journey and how these Product Pages – and the actions brands can generate from them – will fit into their larger CX strategy. Either way, Linkedin is quickly becoming one of the most important media channels for B2B marketers.”

Hey, it’s our favorite social media platform, so we’re here for it all.

Burger King UK promotes tacos, pasta and other stuff

No, they’re not expanding their menu, they’re just extending a helping hand.

Back in November, Burger King UK told their 350,000 followers to eat at McDonalds as a way to encourage people to support fast food chain restaurants during the pandemic and shelter-in orders.

It must have boded well for them (it did, they received tons of media coverage and fanfare), because this past Monday they took it a step further and announced the #WhopperAndFriends campaign.

“As we head into tier three across more parts of the country, it’s clear independent restaurants need all our support,” Burger King UK said in their social media post. “So we’ve decided to give you a break from our burger pics and make our Instagram available to all restaurants. Until they reopen, they can advertise on our Instagram for free.”

Pretty damn cool, in fact, our Associate Creative Director Albert Barroso said it was one of the coolest things he’s seen from a big brand in a while. By simply tagging Instagram food photos with #WhopperAndFriends, smaller businesses can have their signature dishes shared with burger lovers everywhere.

Albert wasn’t the only Tallwaver giving Burger King kudos for this do-good campaign. Paid Media Coordinator Lauren Franklin also called it a whopper (see what I did there?).

“It’s no secret that the restaurant industry is hurting. Burger King using their platform to help their competitors says a lot about them as a company,” she explains. “A lot of companies wouldn’t be comfortable with openly promoting their competitors but by doing just that – elevating their competitors in such a public way – they have, in turn, elevated their own platform.”

Also read: How a Powerful Brand Works as Insurance

So, basically, by telling fans to eat somewhere else, Burger King indirectly increased their own customer advocacy and support. They reflected their values in their actions and gave their customers those warm, fuzzy feelings that drive long-term retention and loyalty. And this, folks, is why they wear the crown… well, when they’re not loaning it out.

They reflected their values in their actions and gave their customers those warm, fuzzy feelings that drive long-term retention and loyalty.

AR, AI and Voice continue to take over the world

Are you ready for the future? Because, if you didn’t notice, it’s here.

AllWork.Space released its marketing trend prediction for 2021 and it’s all about voice search. Based around SEMrush’s forecast that more than half of all households (55%) will own smart speakers by 2022, AllWork.Space says voice search will evolve from a nice-to-have to an absolute must-have marketing strategy in 2021.

When pinged about the prediction, Tallwave’s Senior Product Designer Austin Baker wanted to share his own thoughts and projections on technologies that will force companies to raise their standards and re-envision their experiences in a post-pandemic and more distanced world.

First up: Austin says XR – short for extended reality, XR encompasses all augmented, virtual and mixed reality technologies – is finally becoming mainstream.

“It’s something that’s been played with for the past decade, but is just starting to work smoothly and easily. From virtually trying clothes on to seeing how furniture would look in your home or sitting down for a telehealth appointment with your doctor, XR will definitely start driving and pushing brands to create new 360-degree customer experiences.”

“On that same note,” Austin says, “I think VR paired with AR will start to become more available. Many schools and companies will continue to work from home and the challenges associated with remote working and learning won’t go away. I suspect, because of this, we’ll see some AR/VR technology that was shuffled onto the back-burner resurrected. Even better, in 2021, I bet we’ll see the first good iterations of VR meeting rooms – they’ll be closer to photo realism and much less cumbersome.”

And, as AllWork.Space reported, we can’t overlook voice search. While Austin says voice technology continues to improve (“Alexa works great, Google works great, Siri is… OK….”), the real problem is with the user experience.

“Alexa is integrated into every room of so many homes. It operates the lights. It turns on the TV. But when things go wrong – it plays on the wrong speaker or plays an explicit hip-hop song instead of Hamilton – frustration ensues and everyone starts yelling at the in-home robot. It’ll get there,” Austin says, “but the challenge has more to do here with how we expect the interaction to occur. Privacy and proper AI integration are going to be the greatest driving factors for experience. We can’t have devices listening for context without trusting that our privacy is protected for, as well.”

"The challenge has more to do here with how we expect the interaction to occur."

Overall, Austin wants to see all of the technologies come together to work synergistically towards making products – and experiences – more seamless and accessible for everyone.

“For example, they can be better utilized for people with disabilities. AR/VR technologies can be used for voice or eye tracking. That’s going to be something that companies that are committed to inclusivity and creating change start to explore. That will be really exciting and is much needed.”

Also read: Solving For the Lack of Diversity in CX

What a note to end on. We can’t wait to help Austin’s predictions come true by creating exceptional experiences that are designed with everyone in mind.

Tags augmented reality, automotive, food & beverage, linkedin, social media, voice search

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AR, AI and Voice continue to take over the world

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