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

Customer Experience: How do TV Series deliver it?

A post by Alimatou YOUM, MSc student in Digital Marketing @KEDGE Business School. 

Watching TV series is good entertainment, but the question is: what do they do about customer experience? How do they manage to keep the audience focused and loyal? Yes, focused and loyal because “WE”, consumers, have no interest in watching a program that is not interesting. We love when it’s intriguing: we want love, drama, passion, plots etc. but what we want above all is good scenarios. When it’s about TV series, customer experience is a huge process that needs to be developed permanently.

As I said previously, if “we have no interest in watching a program that is not interesting”, producers will not gain any customer engagement.

Here are some examples: Good or Bad customer experience, you tell me!

First example: Le Bureau Des Légendes, produced by Canal +, is about terrorism, spy and secret identities

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They look like gladiators in suits, right? Ready to fight the crime.

The season 1 did not convince a lot of consumers: when some found it quite interesting, others in the corner just gave up and wrote bad comments.

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Second example: Game Of Thrones

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If there is a TV series out there that can teach us something about the world of digital marketing, it’s “Game Of Thrones”. They invest a lot in customer experience. How? Disruption: amazing storytelling, archetypical heroes and themes, visual elements, innovative omni-channel customer experience and a strong social media presence.

There is no doubt that “Game Of Thrones” is a great brand, they know how to deliver exciting experiences, stories that jump off the screen and inspire loyalty. They can be named “customer obsessed” because they give people reasons for coming back and watching more episodes through their loyalty programs, gamifications, and a remarkable customer experience. The result is a win-win and an incredible fan club. This video might help you to figure it out:

Third example : Empire , musical tv series

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When I think about empire, I just have three words in mind: Music, power and fashion.

If you like US music, you will probably enjoy watching it. They ensure customer experience through the scenarios (suspense, passion, intrigues etc.). Also, they are omni-present on social media: There are three to four original musics in every episode; they post it on the “Empire” YouTube Channel that keeps them connected to their fans before and after the episodes diffusion. Also, everyone has the ability to shazam it.

Actors are close to their consumers, they make them feel special. For example : Jussie Smollet, one of the major actors announced on twitter that “empire” was going to be broadcasted in France. He even spoke French to show his determination and make the consumers feel special.

Your customer doesn’t care how much you know until they know how much you care.

This quote says it all: ensuring a good customer experience is the key to every success. Whether it is about a business or TV program, it is important to deliver quality and make your consumers feel special.

Alimatou YOUM