Data Matters in CX Planning…Until It Doesn't
We Don’t Sleep on Innovation
The first step of customer experience planning should always be data analysis. The slicing and dicing of years and years of complicated data may sound cumbersome, but it’s incredibly valuable. Some of that data is structured and easily quantifiable, such as sales data, CRM, transactional data, and customer demographics. Much of it is unstructured, like website discussion boards or social listening.
Together, the structured and unstructured data gives us the lay of the land by determining the number of different journeys your customers may be on with your brand. Data defines the long-term value of each journey, tying each customer to their revenue stream and allowing us to prioritize the customers who provide the most value or customers whose experiences need the most help.
But we can’t use customer data analysis alone.
How Do We Empower People to Make a Choice?
Tens of millions of Americans struggle with sleep issues. Common in both men and women, poor sleep is linked to chronic conditions like heart disease and diabetes, and negatively affects a range of personal indicators, like reaction time, alertness, and mood. But lack of sleep is also a public health problem: Sleepiness has been linked to an increase in on-the-job accidents and car crashes, among other incidents.
With the escalating interest in the sleep category, and so many manufacturers testing their products and collecting consumer feedback, it is important to continuously refresh the community of sleeplessness sufferers to recruit for qualitative research. Campos recognizes both this market research need and the importance of good sleep, so we decided to create a Sleep Health Consumer Panel comprised of people who, at minimum, have trouble falling asleep and/or staying asleep.
Vision, Values and Voice: Building Your Brand on a Solid Foundation
For many years, social scientists have been studying what it takes to motivate people to change their behavior—follow a diet, quit smoking, exercise more, save more, etc. Most recently, social scientists have successfully focused on a theory called The Self-Determination Theory.
In the Self-Determination Theory, people are believed to be naturally motivated to learn and to grow. It is the social structures around people that determine whether this natural motivation will be supported or thwarted. At its core, there are three innate needs that must be met in order to promote self-determination.
Tesla is the First Car Maker Up on a Millennial Trend
At Campos, we define branding as “the discipline that guides the way an organization thinks, acts and communicates.” The best way to express this is that every organization must synchronize their Vision, Values and, ultimately, their Voice. These three elements of branding summarize what the organization stands for, how it is distinctive, and why anyone should care about it.
Inside-out branding is based on the fundamental belief that, if the brand does not live and breathe on the inside of the organization, few on the outside are going to believe in it. Isn’t that the whole point of branding: cultivating a trusted relationship with customers or consumers? Linking your Vision, Values and Voice is the best way to ensure that your brand can deliver on its promises in the long term.
How Uniqlo Conquered Millennial Fashion
The word “millennial” often conjures an image of a single, underemployed barista with thousands of dollars in student loan debt living in her parents’ basement. And while one in three young adults do indeed live at home with their parents, most of them are out of the nest—and many are nesting themselves.
The biggest and cutest trend in millennial nesting is dog ownership. An astonishing three-quarters of Americans in their 30s—which is to say, mostly millennials—own dogs. That’s why Tesla’s new Dog Mode is a brilliant addition to their product that speaks right to the millennial market. (It’s also the sort of idea that someone definitely should have thought of already!)
Nike Fully Understands Their Customer, and It's Not Who You Think
Uniqlo is a favorite among some of the team here at Campos. They have done a great job in the US coming in at a time when other retailers in similar categories are perceived as the “dad brands”. They offer great fits, at a fantastic price and their quality is way above average.
The Atlantic has a good look at the brand in a new article, what has built them into a fashion retail powerhouse, and what pitfalls may lie ahead, but we don’t think it’s shows the full picture as to what has made Uniqlo such a success.
How Millennials and Gen Z Speak Volumes Through Visuals
It' is under 100 days until the 2019 FIFA Women’s World Cup kicks off in France. The U.S. Women’s National Team will be defending their title from four years ago, our nation’s third World Cup championship. This year they will be doing it in a uniform that pays homage to the squad that won the second title 20 years ago.
The new designs have been almost universally praised by fans who are sure to be buying them in huge numbers to support the team this summer. Yet even though hundreds of thousands of these shirts will be sold to men, women and children all across the country and world, Nike, the designer for U.S. Soccer’s uniforms since 1997, knows that their actual customer is just 23 women.
How Can Anyone Forecast Trends?
Have you ever been in a situation where you were viewing an image or photograph, and the image that you were looking at held your gaze for what felt like an eternity – so much so that you experienced that visceral emotion that no spoken word or phrase could create within you? It’s powerful. Incredibly powerful.
Recently, we had this experience conducting a digital, online qualitative study where we were looking to uncover how students’ motivations and inspirations provide perspective when they observed an institution’s website and current TV ad.
Know Your Audience: What Trial Attorneys Can Learn from Marketers
With SXSW in full swing down in Texas, there will be many articles published about “trends” coming from the conference that we should all be aware of.
This begs the question: How does Campos (or anyone, for that matter) forecast trends?
From the outside, it can seem like guess work. How can someone know what consumers will want a year from now, or which developments businesses should scale earlier rather than later in their life cycles? Well, we don’t claim to be clairvoyant, but there is a way in which we can do just that.
How Panera Makes Being Customer-Centric a Priority
Here’s the reality of the situation: If you are not currently using market research tools to help you prepare for trial, it is highly likely that your opponent is.
At Campos, we have had more requests for focus groups for pre-trial preparation this year than ever before. For attorneys, collecting potential juror reaction to a case prior to actually putting it in front of a jury is quickly becoming as recognized a practice as taste-testing for consumer packaged goods. But, as with all things new, there are lessons to be learned by those who have walked that road before.
How a Sideways Glance Can Inform Website Design
Customer experience planning is all about uncovering experiences that provide value to both the customer and the brand, and providing the framework to make the experiences customers want a reality. It seems simple, but as we’ve written about time and again, there are a bunch of ways in which the experiences and the frameworks manifest.
Putting several of the ideas we’ve seen into one sandwich is a great new interview with Mark Berinato, VP of digital experience at Panera Bread with PSFK. By embracing a truly customer-centric position, they are able to see how even the same customer wants to interact with their restaurants in different ways at different times.
3 Things to Look for in a Customer Experience Planning Partner
At its headquarters in Bellevue, Washington, Expedia, the travel booking website, houses a product-testing lab where it explores how users experience their site. Test subjects are asked to sit down and book a hotel or flight, just as they would at home, and Expedia researchers sit on the other side of a one-way mirror. But they’re not watching the subject. Instead, researchers and members of the product team watch a large screen that shows exactly where the test subject is looking.
Expedia’s not the only company using these kinds of technologies to improve its user experience. A recent piece in Adweek explored the ways in which various companies are using biometric data to ascertain what people want from a web experience. We’ve utilized many of these user experience tools to help our clients over the years.
How to Give Your Customers the Best Online Experience
Picture this: You’ve given careful thought to how your customer will move from point A to point Z. You’ve based your planning on the customer journey you imagined. And then...surprise! Your customers are wandering right off that path and reaching point Z in a way that never occurred to you.
Maybe this even sounds familiar, or speaks to you loud and clear. So, why is this happening? It’s not just the tunnel vision that can come from being too close to your own company or brand that brings these surprises. It's the power of the consumer to be able to do their homework before they buy, and share their experiences online for others to find as they plan their own shopping and purchasing.
Cosmic Spaghetti on Pittsburgh's buses
The author of a book is never the same person who edits it. This is because the author becomes closer to that finished product than anyone else; therefore, they are likely to overlook mistakes while editing. For the same reason, they may have a somewhat emotional attachment to that finished product, where a constructive outside view is needed to bring it into perspective.
All of these same issues can be applied to the development of a digital platform. And, perhaps most important, we know that users can differ tremendously in terms of mindset, behavior, digital capabilities, and so on. This means that there is a likely chance that the audience of your digital platform is going to differ tremendously from the person designing it.
Branding by Life Stage
With our recent work for the Port Authority of Allegheny County, we’ve been paying extra attention to what’s going on in and around the buses in Pittsburgh. We’ve observed in great detail how impressive the bus operators are. They deal with a lot of tough situations, and not all of them come from bad drivers or snowstorms.
One thing we may have taken for granted is how much fun the bus seats in Pittsburgh are. CityLab, a consistent repository for interesting and entertaining articles about urban planning and city life has an excellent look at “The Good, Bad, and Ugly Public Transit Seat Covers of the World.” And right there with London, Oslo, Istanbul, and Berlin is what they call the “cosmic spaghetti” of the Port Authority’s buses.
Our New Whitepaper - Meet the Market in the Middle
There are many valid approaches to brand planning and development. And, depending on the life stage of your business, one may be more appropriate for your business or brand. But one thing is constant: there are essential elements of research that must be included in your brand planning process, regardless of the life stage of your business.
On the Ground and In the Air: Perspectives of CX
Venture capitalist Marc Andreessen once declared that the market a business is targeting is the most important factor to the company’s success or failure. Not the product itself, not the team behind it—the market.
At Campos, we know recruitment is becoming increasingly more complex as target audiences become narrower and harder to find. When confronted with delivering a difficult audience, Campos couples our decades of expertise with creativity to resolve the challenge. Our team pairs both innovative and traditional recruitment methods with creative engagement tactics to ensure that your research goals are met using the best possible group of respondents.
Customer Experience Impacts Resonate Across Industries
We’re in the business of people — identifying who they are to a company, segmenting them to learn more about their lifestyle, and determining the drivers that either help or hinder their motivation to do something.
As a team that travels back and forth across major cities, we know for a fact that there are two things sure to hinder anyone’s motivation: running late to board a flight and baggage claim. The Pittsburgh International Airport has just unveiled their plans to transform every Pittsburgh traveler’s customer experience and solve for these two huge pain points, among many others.
Growing Up With A Digital Identity
No company or organization is immune from the relentless drive toward improving customer experience. That drive extends across all industries and categories and the customer sees no industry silos.
The continuous resetting of expectations has, of course, made it to the healthcare industry. If healthcare organizations are going to view their enterprises as customer-centric organizations, they must see the wide range of expectations that are set across the entire ecosystem. It is key to recognize that the patient experience has to be developed from higher than the internal department level, or the inpatient unit level, or even by the clinical transaction being executed. Consider the impact on Southwest Airlines if ONLY their baggage handling system had received a mandate to be customer centric?
In 2017 we identified a trend, which we called “Digital Detox,” wherein heavy users of the internet and social media were choosing to unplug from the internet to reclaim some balance in their lives.
A new wrinkle in this world has recently emerged. Children who have grown up with parents who are connected to social media and sharing their life since birth are now becoming cognizant of the existence of their digital life - a life of which they had no say in creating.
The family photo albums that contained scores of potentially embarrassing pictures (or to a teenager, nothing but embarrassing pictures) is now online, searchable, and like everything else on the internet, permanent. Now teens are finding out they they have a digital identity, but one that may not feel applicable or present to them.