Tag: customer experience

Where we do business, who we do business with, and how we work are all changing. The rise of the gig or sharing economy – and the burgeoning success of apps like Uber and Airbnb – is creating a new breed of workers.

In this new economy middle man roles are eliminated or diminished, and people have no set hours or ongoing commitments.

Contractor life might sound great, but there is a degree of uncertainty that comes with not knowing how much you’ll make week to week.

Despite some of the obvious downsides – like no employee benefits – it’s estimated that some 150 million workers in North America and Europe are working as independent contractors – and the success of tech service platforms like Uber are at least partly credited with this transition.

But what challenges and opportunities does the gig economy present for leaders? Here are four key areas I’ve identified that need attention.

Staff Retention
As many of the best and brightest shift to working for themselves, staff retention will be a big challenge for companies. Team continuity is highly desirable, but a report by McKinsey recently found that “knowledge-intensive industries and creative occupations are the largest and fastest-growing segments of the freelance economy”. One potential solution? Adopting a startup mentality, often characterised by a culture of idea sharing. Creating a mission-driven culture where there is room for innovation and experimentation will help to keep your team engaged – and benefit your business.

Embrace Technology for Good
Technology – and especially mobile technology – is a major element of this new ‘gig’ economy, but leaders should be discerning about how, why and when a business will use technology. The end goal should not be digital disruption, but the enhancement of the end-to-end customer experience. The imperative to use technology to improve efficiencies should be balanced against the need for quality human connections. Leaders will need to reflect on the end-to-end consumer experience to a greater extent and ensure a client-centric model underpins all interactions. Ask: What opportunities do we offer for personal connection with our consumer? Stakeholder feedback will be critical too.

Innovation Isn’t Just an App
New technologies are an important aspect of modern workplaces, but they’re only part of the story. While uberisation – defined as “a different way of buying or using [a service], especially using mobile technology” – has its place, it isn’t relevant to all people and all businesses who want to use a service. Leaders must keep their target consumers’ needs front of mind, and can also consider some of the other ways to innovate as a business. Co-creation, waste minimisation and partnerships are some of the ways companies can implement innovative practices into their business. You can also check out this article I wrote recently about nine innovative consumer trends.

Accept the Pace
The pace of change is perhaps one of the biggest challenges for businesses across the board. In 2019 artificial intelligence (AI), augmented reality (AR), apps, drones, and advanced robotics have all become mainstream tech vernacular. Allocating and respecting the time and resources needed to think creatively as a business is essential. Leaders must accept that continuous innovation in business is no longer a choice. And continual review and assessment will be vital to getting it right.

As consumers, the gig economy means more choice and greater convenience than ever before. But, more than ever, businesses and leaders must ensure that you bring your team and customers along for the ride. This means balancing the need for fast-paced innovation against cultural considerations, and constantly assessing our end-to-end experience from both a technological and human experience perspective.­

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Combining his background in marketing and graphic design with a fast-growing passion for wine, Daniel Hill is on favourable ground at Seabrook Wines in the Barossa Valley. The Tasting Room & Wine Club Specialist, who says he fell into a career in the wine industry, is using his skills to help grow the brand. Daniel’s approach includes exceptional end-to-end customer service that begins when customers enter the cellar door, and extends beyond their visit.

The family-owned Barossa Valley winery is run by Hamish and Jo Seabrook. Hamish is a first generation winemaker, but comes from a family of wine merchants and educators with deep roots in the industry. It’s a rich and unique story – and one Daniel says is worth telling.

We asked Daniel to share more about his background, Seabrook’s approach to telling their story, and how the brand is elevating their customers’ experience.

What’s your role at Seabrook and how long have you been with them?
Technically my role is ‘Tasting Room & Wine Club Specialist’, but my position within the company is multi-faceted so in addition to the day-to-day workings of the tasting room, I manage the website, social, digital and print media, investigate new marketing and sales opportunities, and look after local trade accounts for the Barossa region.

Seabrook Wines’ story is an interesting one. How do you articulate the family’s story about the shift from wine merchants to makers?
There’s definitely a wonderful history behind the brand and why we do what we do. Seabrook is a first generation producer and Hamish is the first winemaker in his family, and the first to be making wines under his own label. However, the wine merchant business dates back to 1878.

Hamish’s dad was the last to run that business, but due to the evolving market he decided to conclude that business in the late 1970s and move to the Barossa.

In your storytelling how much do you focus on this history?
We’re up-front about the fact that we’re a young producer and a new kid on the block despite that history. The brand is still quite unknown to today’s younger market, with a lot of the older generation familiar with the W.J. Seabrook & Sons releases.

How is the wine industry changing?
From my point of view, there’s been a cultural shift in the way people consume alcohol. The focus has shifted to quality over quantity, with more people enjoying better wine, spirits and beers.

How do you set yourself apart in a very busy market?
Our Tasting Room offers gorgeous views from our deck, where guests can take in the surrounds of our estate vineyard. Guests that visit Seabrook are welcomed, and provided with a relaxed, fun, and informative wine discovery experience. We want people to slow down, take in the surrounds, enjoy our products, hear our stories, and be entertained with our company; all in a comfortable and welcoming environment. Making guests feel at home is key to what we do.

The three most important factors to the Seabrook customer experience are the product, the experience, and the service. If any of these falls short of exceptional, we would have failed to create a memorable and life-lasting experience.

How do you elevate customers’ experience at cellar door?
The customer experience begins the moment they walk through our doors. Visitors are welcomed with a warm greeting, a handshake, an introduction to our tasting room, and most importantly a glass of Riesling! From there, we seat the customer like you would in a restaurant; seat them, pour water, ask them questions about themselves and their journey, and explain to them how the experience will run.

Each visitor is treated like family, with the hope that they feel welcomed into our extended family, and begin a lifelong relationship with Seabrook as people and a brand. This doesn’t change after they’ve left our Tasting Room either. Personalised emails, phone calls, and invites to offsite events allow us to strengthen the wonderful relationships that we forge in our Barossa Valley home.

We also continue that personalised service once they’ve left. I usually grab their order form and jot down their names so I make sure that I don’t forget. We place a card with a photo of our winery and a handwritten thank you note into their box; it doesn’t matter if they’ve bought one bottle or 10 bottles. We want our customers to feel appreciated, and that reciprocity and personalisation is key.

Why is it important to go the extra mile for your customers?
I remember when I began visiting cellar doors on a journey to learn more about wine. The overall experience was quite daunting and left me questioning whether wine was for me.

When I sat with Hamish to discuss how we could create a unique and tailored tasting experience here at Seabrook, I needed to ensure it was welcoming, relaxing, and fun overall. I don’t want anyone to walk out of our doors and feel the way I did many years ago.

Wine IS for everyone. It shouldn’t feel pretentious or exclusive, and people shouldn’t feel daunted by it.

Visitors to Seabrook should leave with a lasting and positive impression of their time with us – and then be transported back to that moment every time they open a Seabrook wine.

The idea for thank you cards was conceived by owner Jo Seabrook at one of Kiikstart’s customer experience workshops. To find out about future sessions, or to work with Kiikstart, visit email enquiries@kiikstart.com.

When did you last review your end-to-end operations and really assess how generous you are as a business? Likely never.

Generosity is an essential factor that determines the type of attachment people have to your business – and whether they’ll feel a sense of connection with you both now and into the future. It relates to not only your external relationships with clients, but equally to the relationships you are creating with your staff. Generosity begins at home, or in this case, in the business.

Today I’ve covered some of the ways you can demonstrate this culture of generosity – and why it makes good business sense to do so.

Caring for your team
You’ve no doubt heard the saying “charity begins at home”. The same applies to your business. Ask yourself: When was the last time I sat down with key members of my team and assessed how generous we are with our staff? You probably haven’t, after all you pay them, so what more do they want? As disturbing as this outdated thinking is, there are plenty of organisations that take this view to their detriment. As American leadership author Jon Gordon says, “Great leaders don’t succeed because they are great. They succeed because they bring out the greatness in others.” The same can be said of companies.

It’s likely that one of your business’ values is care for your customers. This care also must extend to your team. As marketing strategist Leo J. Bogee III advises, “Give value, give opportunities, give satisfaction, give praise, give encouragement, give joy. You’ll be shocked at the bounty that returns.” Check out my recent post on improving staff buy-in for examples of ways to show you care about your team.

The value of giving back
While caring for your team will yield happier, harder working employees, it is giving back to your customers that will generate sales and create loyal customers. Whether it’s a simple handwritten thank you note, a birthday voucher thanking your customer for their patronage, an invitation allowing them to sample a product with no strings attached, or something more elaborate, ensuring your customer feels valued is key.

According to Gartner Inc., in only a few years 89 per cent of businesses will compete first and foremost on their service delivery and customer service experience. This means that, increasingly, generosity needs to become a focus. The cardinal rule? Your generosity should always add value to your client’s experience.

Social responsibility
We know that customers are increasingly turning to companies that are good global citizens.  This is particularly true of younger generations. As Jiffy Junk LCC Managing Member Adam Butler asserts, “As businesses work hard to establish a brand identity, social responsibility and charitable support need to factor into who we say we are.”

When giving back as a company, factor your customers into your decision making. Engage your clients in a conversation to identify what social responsibility means to them, and who and what causes you should be giving to. Remember, it is never about you! Matching funds giving – where businesses match individuals’ donations – is one successful strategy that promotes giving among consumers, and highlights a culture of businesses giving back.

The power of generosity
A culture of generosity through giving back to the community and consumers can help to set your business apart, and also demonstrates the power of gratitude. One guiding rule? Ensure that what you are giving is appropriate and fits with your brand. For example, if you are a premium brand, value-adds and gifts should reflect this.

Some companies foster a culture of giving through subsidised volunteer hours for their employees. Nonprofits Source found that in the United States 60 per cent of the companies they surveyed offered paid time off for employees who volunteered with non-profits. They also found that employees who volunteered during work hours also felt a greater sense of loyalty to their employer, and developed leadership skills in the process.

Setting yourself apart
I recently wrote about my time working at The Body Shop, and the lessons I learnt from Dame Anita Roddick. The company fostered a culture of care and giving that hasn’t really been replicated on this scale since. However this culture of care and activism was a significant driver for many consumers that really set the brand apart.

Depending on your brand and clients, this culture of generosity can be represented in a variety of ways. It could be through extra product, value-adds such as free workshops, or the opportunity to try a limited release product before it launches to the market. It could be flexibility in how you deliver a service, or an invitation to a special networking event. You don’t need to spend a lot of money; what you give just needs to be seen as useful to your client.

Remember that the relationships we have with our staff and clients are like our personal relationships. If they are not nurtured and prioritised, people tend to look elsewhere. Good, loyal customers can be hard to find, so make generosity a priority for you in 2019 and beyond. Happy giving!

Increased competition, diminishing consumer trust, and fast-moving tech innovation… There’s no doubt it’s a competitive moment to be in business.

But with every challenge comes opportunity, and in this case, to the changemakers come the spoils. In other words, if your business is investing in innovation and forward-planning, there’s no reason it can’t be successful, whether you’re in hospitality, brick and mortar retail, or professional services.

The Kiikstart team have rounded up nine key consumer trends that we think will be big in 2019.

Personalised & client-centred
For your business to succeed, more than ever you must be client-centred in everything that you do. The days of a one size fits all approach to customer service are long gone, as savvy customers seek out brands that are willing to go the extra mile. Personalisation is one example of this. Nowadays everything from your Nutella jar to your handbag can be personalised, and Australian brands such as The Daily Edited have capitalised on this trend. Consumer trends sight TrendWatching say “mass hyper-personalisation is just around the corner”. They cite examples such as Albertson’s & Genomind recently introducing custom genetic testing by pharmacists in-store to assist with more tailored medication recommendations.

Be inclusive
While premium brands have long-focused on exclusivity, now brands that create a sense of inclusivity will benefit. While quality of end-to-end offerings is essential, customers still want a brand to feel accessible. Marketing strategist Sonia Thompson says exclusion marketing – “..when companies serve the masses, without making accommodations for anyone who may have different needs” has consequences for business.

So whether it’s providing for a range of dietary requirements on a restaurant menu, or celebrating cultural diversity through an advertising campaign, inclusivity presents opportunities for your business. Examples include Rihanna’s makeup line Fenty Beauty, which launched with 40 shades of foundation to accommodate women of all colours, and Nike’s Pro Hijab line of performance sportswear for Muslim women athletes.

All about the experience
The shift to a focus on experiences rather than physical goods in part reflects the views of millennials. A Harris Poll study found that 78 per cent prefer to spend money on events and experiences rather than objects. Social media is in-part credited with this shift. TechCrunch describes how “You can only snap an item once, but a worthy lifestyle encapsulates hundreds of shareable moments”. Brands that create Instagram-worthy experiences will reap the rewards.

But creating a memorable experience extends beyond the physical, to what you can smell, hear, touch and taste. Even for brands that are selling physical goods, there are opportunities to create a memorable and different experience on the shop floor – check out my recent post on future-proofing your retail space for more tips.

Encouraging interaction
One important element of your experience is interaction and immersion with products. Whether you’re a brick and mortar business providing education opportunities about your products, or a brand like Jacob’s Creek who are inviting their customers to make their own blend of wine on-site, discerning consumers want to interact with the brands they support.

Less salesy
One element of this more experiential approach to engaging with consumers is a less sales-focused attitude on the part of business. In 2019, businesses need to create an environment that is based on exploration and discovery, rather than a quick sale. Caroma’s Norwood showroom is one example of this. The interactive space provides clients with an opportunity to engage with their products and interior designers to generate ideas and interact with products. There is no option to buy on-site, so the sales element is eliminated. Customers are instead provided with a helpful introduction to the brand, a swag of ideas, and the details of retailers who can sell them the products at a later date.

Multi-purpose venues
While brands can’t be everything to everyone, one tourism and hospitality shift is the trend towards multi-purpose spaces. Brick and mortar venues that offer food and beverages as well as products for sale are well-placed for success as long as they remain consumer-centric. New Adelaide Hills venue Lot 100 brings together four local companies, creating a “mega booze destination” according to Grace Schneider. The cellar door, distillery and brewery are all on-site, as well as a restaurant that can cater weddings. The venue also offers masterclasses in brewing, distilling and cider making, bringing an interactive and educational element. Increasingly, venues must offer a range of options to consumers, but at the same time they must remain authentic to the people, the region and its history.

Utilising technology
This one might sound obvious, but businesses that embrace technology – and employ it in a focused, customer-centric way – will benefit. UK fashion retailer ASOS’ decision to use augmented reality (AR) to create an app that lets customers see how an outfit will look on a range of body types is one practical example of this that keeps the customer front of mind. Convenience and interaction are key.

All hail the start-up
Remember that consumers love discovering new and boutique brands. After all, everyone wants to be seen as a leader rather than a follower! Whether you own a restaurant or a large department store, complacency is a killer. Product must remain fresh and contemporary, and supporting start-ups and smaller brands makes good business sense. KaDeTe took this theory to the next level recently when they opened the world’s first ‘startup supermarket’, bringing together recently launched food and beverage brands. (Such a cool concept!).

Responsible business
As consumers become more aware of sustainability issues, there is an expectation that businesses will reduce their waste wherever possible. It simply isn’t in a company’s long-term interest not to be socially and environmentally responsible. Whether it’s a business decision to do away with plastic straws, or a luxury label’s decision to finally go fur-free (Burberry did so this year), companies will be rewarded for responsible decision-making.

So there you have it – our round-up of the consumer brands your business should take to stay competitive and keep kicking goals in 2019 and beyond.

Need support with your company’s innovation strategy? Get in touch today at enquiries@kiikstart.com to find out how we can work together.