Guest blogger series (4) – Personal stories

After 3 successful batches of posts by my students, here is already the last one of them! This time, the students have decided to share personal customer experiences and cast a critical eye on these, from a marketing point of view.

  • Anaïs tells her story with Blablacar
  • Leila talks about Philz, a coffee shop in the US,
  • Adame shares her disappointing experience with an e-retail, and
  • M’Boh gives his take on experiences at Zappos.

Once more, feel free to share your views on the posts. Your comments and questions help us improve and reflect on our writing!

Happy week-end,

Laurence

Blablacar: The dark side of a collaborative marketing website

A post by Anaïs KAJJAJ, MSc student in Digital Marketing @KEDGE Business School.

As a traditional customer I am lazy when it comes to purchasing online. I don’t want to spend hours on a website; everything must be quick and easy to use, straight to the point. Blablacar clearly understands it, but according to me has some issues concerning trust in the customer experience.

It is easier than ever to travel with their service. I, as a Blablacar user, feel pleased when going on the website or the application. Everything is made to make you feel comfortable. It is all about flat design, just indicating where you are, where you want to go and when… then a list of nice people just shows up in front of you! The price, the reviews, the number of available seats is clearly indicated; you even have a picture of the driver to help you feel more confident. The purchasing process is also very intuitive with a single step, you can even create your account by logging in with your Facebook account. Then, you have access to the phone number of the driver, and you can organize the trip with him through your mobile. It’s hard to make it simpler.

But even if I’m glad to have such an easy access to the service, I don’t feel really at ease when going through the website. Indeed, even if you have an access to good reviews in the front page, when looking for a driver, sometimes it kind of looks like a jungle.

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Really bad reviews, driver letting people down 2 minutes before the meeting, rude driver and passenger… These kinds of information can have a really bad impact when trying to purchase online. It’s like there is no real moderation or control, anyone can subscribe, and you actually are the one moderating and controlling the driver, by having a bad experience with them and then writing a bad review.  You just have to trust the person and pray that he/she is as nice as he/she looks on their profile picture, because Blablacar takes no part in it. And be prepared when paying, because even if the price is fair most of the time, you still have to pay compensation to Blablacar… And you don’t even know why.

In my opinion, trust is the basis of the creation of a relationship with a brand, even more so if there is a risk for your own security. It is the difficulty companies like Blablacar have to deal with in collaborative economy. I as a customer already lived a bad experience with a Blablacar driver, and I feel sad about it because the service itself is practical and very innovative. I would love to have your opinion about it and share our own experiences!

Anaïs KAJJAJ

Guest blogger series (3) – Business Practice

It’s already time for the third batch of guest posts! The students in the spotlight today have decided to focus on specific business practices in the field of customer experience, and to critically analyse them. They are discussing specific concepts or media used in digital customer experience strategies.

More specifically, the topics covered today are:

I hope you enjoy these posts as much as I did and, as usual, we are looking forward to your reactions.

Happy Monday, everyone!

5 tips for a successful mobile customer experience

A post by Sarah GEOFFROY, MSc student in Digital Marketing @KEDGE Business School.

This isn’t a scoop, the last ten years have been marked by the rise of the smartphone and the product has developed a digital environment in itself. Yet today, brands do not always know how to optimize their presence on this medium. Between application or responsive website, it is not always easy to choose. The consumer has also changed and now it’s the customer experience that predominates, especially as according to Médiamétrie eStat study in 2014, 38.7 % of the audience of the web in France comes from smartphones and tablets.

But how to create a successful mobile experience for consumers?

Here are 5 routes to explore:

1) Focus on simplicity

One of the greatest interests to use a mobile or tablet is its simplicity. The principle itself is a mobile application to make life easier for users. So, put yourself in their shoes! Stylish design and going to the essential are very important points. The information must be clear and concise. This way, the user isn’t deceived and can quickly use the application.

2) Propose relevant features

Needless to drown the user in an excessive amount of choice. Better leverage features perfectly suited to mobile use. A mobile application has to offer just enough features to meet both the requirements of simplicity and efficiency but also to remind the website. This will allow users of the site not be lost when they use the application.

3) Customize the content

The trend is towards customization in all areas and the mobile experience is no exception. The proximity that users have with their mobile should allow them access to a unique experience through personalization of content. Nevertheless, careful not to go overboard, we must balance the level of customization.

4) Limit the weight of the application

Today there are a multitude of applications. Mobile storage capacity is limited and some users may reluctant to download applications due to their weight. An application that requires little space will be more easily installed and, what is more, will return that image of simplicity to the consumer.

5) Put the fun inGEOFFROY 2

Using your mobile is an act in itself rather nice, you can take it everywhere with you, relax on the couch while consulting it etc… Therefore, if a mobile application is not functional or boring in content, it will not be used. We must look after the design: do not bet everything on a completely refined style. A few colors, pretty simple, neat images, short videos and easy to watch brighten the user experience.

And now it’s your turn!

Sarah GEOFFROY

You can get in touch with Sarah on Twitter and LinkedIn

Instagram, from social media to money media

A post by Amaïa DARRIGADE, MSc student in Digital Marketing @KEDGE Business School. 

Created at the end of 2010, Instagram has become one of the most popular social networks by users, and it is my favorite. It allows us to share our moods, purchases, outfits, dishes, photographs, short trips… just about everything!

This is a unique photo sharing network on which a true community exists: we can create and interact with it. Instagram offers a real experience for its users: the user can escape the space of a moment in one click, surf from one image to another, from one continent to another, observe the photographs taken by one of a friend in New York, or follow the posts of their favorite blogger… So give yourself a moment of decompression in an active day…

For a long time, Instagram was free of any commercial activity, and only users ruled the roost…But everything changed with the arrival of the giant Facebook !

With over 400 million active users worldwide (including 5.5 million in France) and 80 million photos shared daily, Instagram was finally acquired by Facebook in 2012.

After this acquisition, users were able to see some changes including the emergence of advertising in the form of sponsored images since March 9, 2015. Paid publications of brands appear in users’ news feed even though they did not subscribe to the brands’ feed.

As if that wasn’t enough…Since March 15, 2016, like Google, Instagram has implemented an algorithm. The publications, which, in the past, showed in chronological order, will over time be presented to users based on an algorithm and supposedly, the tastes of users. In other words, Instagram decides to show the publications based on users’ interests rather than on posting time.

There remains a void as to the definition of this algorithm, as Instagram hasn’t revealed anything about it yet.

Many users have already contested this new decision, petitions have also been launched… Some fear that the feed Instagram became the advertising relay major brands and lose the spontaneity that this social network had managed to create.

It seems that the experience offered to the community on Instagram will be upset over the coming months…

Should we believe that Instagram, and behind it, Facebook, will tell us some « good news » in March each year?

To be continued…

Reaction after the announcement on Instagram:

Some reactions on Fortune.com.

A rumor circulated on Instagram as what the algorithm would be implemented from Tuesday, March 29, 2016. Users (famous or not) or brands have called their subscribers to « turn on notifications » to be alerted as soon as a publication will be published.

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Instagram has tried to calm things down by reassuring users via a tweet on March 28, 2016.

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Here you can see Instagram CEO explains how this change can be good…

Amaïa DARRIGADE

User experience and customer similar words, huge differences!

A post by Florian GUILBERT, MSc Student in Digital Marketing @KEDGE Business School. 

What do you think about CX and UX? Like most people, you probably think they are the similar! I thought the same before studying digital marketing in business school and now I can say it’s not the same at all!

UX is the customer/user’s experience with a specific product or service, a website, an app, or software. The design of the interface its usability, information architecture, navigation, comprehension, etc. all this things combined create the UX.

And CX? Forbes says that customer experience is the “cumulative impact of multiple touchpoints” over the course of a customer’s interaction with an organization, a brand, a company….  CX is a large concept including all channels and all products within the same brand, and how the user feels about them. Also, CX includes an idea of relationship created between consumer and the brand and how this relationship  could evolve.

To summarize:

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Which one should I favor?

Both, my captain!

If you have a bad UX when you start using an app or website, you will have difficulties finding what you want, browsing information will be confusing, and you will waste time, which is probably the worse thing for a consumer! In return, you can have the best  app or website of all times, but if you have a bad CX, and can’t deliver a good service or provide experience in your shop, the effect is null. In both cases, consumers are not satisfied.

Let’s take a look at some best examples of  CX and UX

Below a selection of my favorite CX!

L’Oréal Make Up Genius, L’Oreal does not only sell cosmetic anymore, but also beauty services thanks to augmented reality! They use new technologies every day, I love it!

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Peugeot: Peugeot’s Connect app service is the companion of the car which includes monitoring and controls functionalities!  Mobiles services help the use of physical products, just a great idea!

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Nike + :  Nike+ follows you all day long by recording your trainings sessions and coaching you according to your physiognomy. A personal coach in your pocket!

Below a selection af my favorite UX!

Graze : One of my biggest pet peaves on any website is when it’s not immediately clear. Here, there is a really simple explanation of what the company does and what you need to do!

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Farmdrop : There are only two options for the user at this stage: explore the shop or find out more. This provides the customer with a straightforward journey and guides them towards the purchasing stage.
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Vertty : Vertty just sells one product, you flick between all the different color options and you see you all the key information when you hover your mouse over the product.GUILBERT 6

And you? What your best example of UX and CX? Give me your opinion 😉

Florian GUILBERT

Guest Blogger Series (2) – Experiences in the entertainement industry

After a very successful first batch of articles from my students, those I am posting today are dealing with the exciting topic of customer experiences in the entertainment industry.

Get on board and discover 4 critical views on modern customer experiences. Maybe some interesting ideas on how to have a super week-end!

Laurence

Sharing of my amazing experience in Aquadventure Water Park in Dubai

We often want to go on vacation in a country where we have never been before. Most of the time, we go to the Internet and do researche in order to not only make the schedule of our holidays, to find the best hotels but also, find the great activities which are able to give us amazing experiences of our vacations.

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If you want to go to Dubai for your holidays and you are looking for intense sensations, or prefer to relax under the sun on a private beach, Aquaventure Water Park is designed for you whether you are with your family or not.

Located in Palm Jumeirah, Dubai, the huge park Aquaventure Water Park, which covers 17 hectares, makes sensation, and many would describe it as the best family activity in Dubai.

Aquaventure has been designed so that you never have to leave the water to enjoy all the attractions. This is particularly the case of the Great jump of 27.5 meters (almost a vertical drop on the face of the central Ziggurat, which puts you in a lagoon full of sharks). Same goes with the navigation in the rapids of one meter in height, or on the river of 2.3 kilometers that winds in a tropical landscape, or on a roller coaster of water that propels you higher and higher.

If these attractions are not for you, Aquaventure Water Park also offers a private beach of 700 meters where you can sunbathe. There are also a number of restaurants and snack bars throughout the park and others playful activities accompanied by the music.

Your day ticket also gives you access to The Lost Chambers Aquarium (The Lost World) where you can consider yourself like an explorer in the ruins of this island engulfed by the waters millennia ago. There, in the middle of 65,000 sea creatures you can live your adventure in the heart of Atlantis through The Lost Chambers Aquarium.

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You can explore the mazes and tunnels of this lost city to meet the sharks, eels, seahorses and piranhas and enjoy over twenty productions of underwater life, including a pool where you can touch the species and an interactive show of Aquatheatre.

Gentle navigators will offer you guided tours of the aquarium at different times in the day. These interactive tours allow you to learn about the legend of Atlantis, the tradition of the Seven Sages and the marine species housed in the aquarium (The Lost Chambers).

You can also have fun with the divers during an interactive show, informative and funny in the room of the seven sages (7 Sages Chamber). Finally, you have the occasion to observe the animals jumping on the food in the lagoon of the ambassador (Ambassador Lagoon), meet hundreds of marine animals in the Persian Gulf while the divers feed them.

When you are in that area, you are immersed in another world. It’s the best place to have great experiences during your vacations in Dubai.

If you need to know more about my experience, please ask questions in the comment section.

You can also click on the following link to have a idea about what you will find there.

Ousseynou MBODJI

Entertainment, an individual and sharing client experience

A post by Aurélie LE BORGNE, MSc student in Digital Marketing @KEDGE Business School. 

A life without entertainment doesn’t exist. The era of entertainment in our lives hasn’t stopped growing and has now become a real digital economy.  Now, entertainment experiences have become 100% tailored and personalized, and they adapt on consumers’ tastes. Such incredible experiences are possible for about ten year now, since Internet navigation and companies can know our expectations better. It’s now possible to qualify users surfing online in terms of their choices and clicks, even if he/she hasn’t logged in. Data are there and with technologies now they enables new forms of creativity.

How about customized book written just for us?

Do you known “Emily Howell“? Sorry, she is not a new favorite compositor, but a computer program which composes its proper music thanks to a music library database and takes into account what the audience asks. So, Emily can develop its own music style thanks to opinions and data and provide personalized music for listeners. When we know that robots already write articles for the American press for sportive records based on match statistics, it’s not crazy to imagine one day a writer making just for us a personalized book or press articles we want to read.

The New York Times research and development Lab wants to create media spaces around people with mirror screens, with a face recognition system so that every person using it will have a different experience, and it will be staged around people’s habits. This mirror could broadcast press articles or TV flash information, traffic information to take the best way for work, etc… The goal is to offer an experience all day long based on existing interaction data, on a better format and support, with relevant news and information.LE BORGNE 1

I’m talking about this new revolution because it starts now: all TV and radio can be broadcasted for the audience when they want it, and they are free online with podcasts or replay format. With the existing content, we must just create the right, smart, platform to use existing data and build personalized programs. They platforms could be financed thanks to online and personalized advertising. These ads will be relevant in a context where user don’t need to zap or could permit to earn money for platform growth. Netflix began to do this with suggestions of things to watch.

To conclude we are the “digital native”: we won’t consume entertainment created for the mass media anymore, we want to participate, to co-create and we want information to be staged.

We, as consumers, are the new actors of our experience: we occupy the backstage, the writing room and go on stage!

Aurélie LE BORGNE

Soccer stadium: Why they need to increase their customer experience?

A post by Laity MBAYE, MSc student in Digital Marketing @KEDGE Business School. 

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Soccer is one of the most popular sport in the world and people have a lot of emotions while watching a game. Just assisting to a game at the stadium, seeing the 22 players on the pitch instead of watching them on the TV is an experience, with all the fans singing, the atmosphere, the architecture. Nowadays, a lot of soccer teams use the evolution of the technology to propose different ways to watch a game in the stadium. As every “revolution” there is some pros and some cons about the improvement of the customer experience inside the stadium.

Cons: people “against” this revolution are people who like to go at the stadium to see the players in real life, just enjoy the game, if they didn’t see an action they don’t need to have replays, it’s the magic of the soccer. For them, just being there is already an experience. Most of them actually don’t agree to add the video to help the referrer take good decision.

Pros: people “for” this revolution are those who have already tested it once, are convinced that this is the future of the stadium, and owners have to develop the customer experience using the technology. We can take examples of “Stadium 2.0” like the Alliance Arena, stadium of Bayern Munich FC or the Parc Olympique Lyonnais of Lyon FC (https://www.youtube.com/watch?v=GO0D-ym7x5Y)and Etihad Stadium the of Manchester City FC. All the clubs use connected objects to improve and increase the customer experience in their stadium.

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You can have electronic tickets on your phone or tablets to enter inside, there is free wifi for everybody and 20.000 simultaneous connexion is possible. With the wifi, they can go on the Internet of course, but also download the application of the club, where fans can have replays on slow motion with different cameras to see each angle.

Fans can also have access to the ranking in real time of their favourite team or the others teams while they are watching the game. The application permits also to the fan to order a sandwich or a drink for the half time, it allows them to save time and to go back to their seats before the second half time, they just have to show the QR code, the connexion is safe with near field communication.

This customer experience is also about welcoming fans. Fans can have a second screen which brings exclusive content before, while and after the game, with bonus if they go there, such as quiz, election of the man of the game, or attending press conferences.

Customer experience has one objective: convince the fan to come watching the game at the stadium while the Internet and the television give them a certain comfort to follow a game remotely. The customer experience can improve loyalty of the fans by personalising their experience in each touchpoints.

The customer experience can bring a lot of fan, increase loyalty and make them feel they are living a unique experience. Yet, some people still think that this will be the dead of the real soccer…What is your opinions about that?

Laity MBAYE