Experts Talk | e-satisfaction.com

What is Humanized Marketing?

Humanized Marketing; the new wave every e-business should ride! Personalize your marketing with e-satisfaction’s Humanized Marketing Automations based on your customer’s feedback.

Imagine the best online shop, with the best design and the easiest checkout process you have ever experienced and imagine calling this e-shop to ask about which number fits you best and in response you get a machine generated response that guides you through the process of deciding. Automated, sleek and fast, but would you love it? Would you enjoy this experience? Would you say that you have a bond with this brand?

Humanized marketing is a wave that every e-business should ride. Humans today seek for inspiring experiences and they do like to interact with other humans, when they want and how they want to interact. This is what humanized marketing is all about, adding human elements across all stages of product lifecycle and consumer’s journey.

Personalized marketing. Is it personalized?

The first attempt of the online business and digital marketing ecosystem to the demand of customers for personalized experiences, is what is called “personalized marketing”. But what do “personalization” means today? In most of the cases, personalization is related to the user behaviour of a user in a website / eshop (e.g. abandoned cart, time spent on the cart, etc.), or it is related to the shopping behaviour and shopping history each customer had in the past (i.e. frequency, days since last transaction, etc). These approaches, even if they are much better than plain push marketing, they handle customers as a set of clicks or purchases, forgetting that customers do not have transactions, but they have shopping experiences. In short, customers today are dealt as pieces of data and not as real humans and this is why any attempt for personalization will be still missing a piece of information, the human piece that cannot be extracted from the human customer. It is necessary to interact with the customers if we want bonds to be created with them.

The first step, become customer centric

The first step towards becoming a more human business is to establish organizational values and commitments that are customer driven. It is a way of saying to consumers “I am listening. I know what you want, I know what you need, I know what you enjoy and I will be with you in every step of the way”.

There are two rules of thumb to follow, simple but really important:

customer centricity

Make it easy for them to talk by setting up feedback and interaction mechanisms in various points of the customer’s experience. Keep it short, relevant, fast and easy
Respond to the feedback and leave nothing un-answered. You may need to develop answer scripts, you may handle one piece of feedback at a time and respond but in all case, make sure that you provide a relevant response, put in the same way that you would treat a real person walking into your store.

The more you show your Human side, the more likely it is for consumers to be willing to connect with you and become your promoters. Just start dealing them as humans and not as clicks and sales data!

Can e-satisfaction help me in this process?

e-satisfaction has been designed to be human centric and easy. Easy for you to set up and use, easy for your customers to respond and interact. Moreover, to help you become customer centric and get one step closer to your customers, we introduce the Humanized Marketing Automations. A set of mechanisms such as refer a friend, call back request, alerts, etc. that are triggered in response to the feedback that customers provide.

By combining these automations, e-businesses have the chance to build personalized campaigns based on the experience of each and every customer had, during while walking through their customer journey, responding to their feedback and bring them closer to the feeling that “this business really gets me”!

How to Create Engaging Visuals

Useful tips on how to make the perfect visual to engage your customers and make them click where you want them to click!

“Learning how to effectively communicate your message will never go out of style”, Kristi Dosh (Forbes).

There is no debating that if you are looking to grab user’s attention, you need captivating visuals. As humans, we process visual information 60.000 times faster than text. Thus, creating an engaging visual is essential, as it will allow you to connect with your audience in an emotional level, leave a lasting impression by hitting the right emotional notes and make them feel special and happy!

During the past months the customer success team of e-satisfaction talked with a lot of e-businesses using the Funnel Extension Image feature and in this article you can find our first learnings, alongside with advice on how to make the perfect visual that will engage your customers and make them click where you want them to click!

Create clear and concise visuals that are action oriented and capture your consumers’ attention! When developing a visual you should know what you want to achieve with each visual. Examples of objectives that our customers have used include increase of reviews in third party review sites (i.e. Facebook), create awareness about their new store or their loyalty program, etc.
Use Call to Action buttons! They are essential for every campaign as they guide consumers towards an action they should take.
Your button color matters. Generally speaking, green and orange buttons have been proven to perform best. However, button’s color will depend on your visual design.
Create urgency. Use bold, confident and commanding words in your Call to Action button to convince consumers that they should not wait any longer to act, otherwise they will miss a great opportunity.
Mind the space. Leave enough space around your button so that it is not cluttered and the call to action is crystal clear. It needs to command attention without overwhelming your visual’s design.
Use complimentary colors, namely contrasting colors such as blue and orange. A burst of color gives consumers a visual break and makes the content more engaging.
When implementing color in a visual, it is recommended that the 70% of your visual should contain a main color and 30% should contain a complimentary color.

By using some of the advice given above, our clients get what they want, as Funnel Extension Images have an average click rate of 20%. So, do not wait any longer! Define what you want your customers to do after finishing checkout or after delivering products and use these tips to design the most engaging visuals they have ever seen!

3 Tips to enhance the value of your Black Friday Sales

Black Friday is at the corner!! Here are 3 useful tips that will help you enhance the value of your Black Friday sales while using e-satisfaction’s features!!

Black Friday is almost here and you have prepared great offers and discounts for your clients, following one of the most known customs in the e-commerce world. It is a major-peak-sales day and discounts will attract all lights and attention of your clients. But how will you get something more out of Black Friday? How can you gain from the awareness that your offer will bring and most important…How can you turn your Black Friday offers to a marketing tool and enhance their value?

The question is easy to be answered if you take some time to think that the clients who take the Black Friday Deal you offer are the best possible evangelists of your brand and that this deal can be used to create (or re-establish) your relationship with them! Some tactical actions that you can follow to go down the humanized marketing road are the following:

1: Ask them to Refer you or your Deal

By examining how effective e-satisfaction’s Refer A Friend marketing automation is, we have seen that 35% of satisfied customers will refer you to friends, if you ask them to do it! Just think how happy your customers are on Black Friday and how willing they will be to share your offer with their friends!

Cost – free awareness is so easy to be achieved after all!

2: Reward your loyal and happy customers

Bring the light to the happy customers of your e-shop!! Find who your loyal and happy customers are and reward them with Black Friday deals, especially made for them, showing them how much they mean to you!

3: Encourage social share

Ask your customers to like your Facebook Page and your Black Friday Post. Even the ones that have forgotten about Black Friday, will be immediately informed and they will be willing to order again as not to lose your incredible sales!

To conclude…

Creating bonds with your clients and maintaining a frequent communication channel is the best way to amplify every promotional activity you are doing. Every contact moment with your clients is a new chance to remind them how important they are for you and this is when you can ask them to show how happy they are.

What is e-satisfaction?

e-satisfaction is the #1 Humanized Marketing Platform for e-Business that combines customer feedback with actual automated marketing mechanisms that aim to recover or retain your customers. e-satisfaction is used by hundreds of e-businesses, helping them to go one step closer to customer centricity.

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NPS: Must Have Metric for Every e-shop!

What’s your Net Promoter Score? How likely is that your visitors and customers would recommend your e-Business to a friend or colleague?

Imagine that you want to buy a new pair of shoes. What you would do, is to spend some time (minutes or hours) searching for the e-shop that offers the shoes you like, in the best price possible, with the best customer service department, the best possible shipping & return policy and the best look and feel that will make you trust the e-shop before buying. Now, I want you to imagine that your best friend suggests you to buy your shoes from an e-shop that he had already used in the past to buy their shoes and they delivered him an amazing shopping experience! How likely is that you will purchase your shoes from this e-shop without going through all this time consuming search? Well, you know it. Very likely!

Research has shown that consumers are 4 times more likely to buy from an e-shop that has been referred by their friends, and according to an HBR study, 48% of customers who had negative experiences with a company told 10 or more people!

Now, let’s think this case from the online retailer’s perspective. Is there a way for online retailers (e-shops) know what their customers would say for the service they provide? Would their customers refer their e-shop to friends and family? And if they would, how can online retailers find who the ambassadors of their e-shop are? Also, how can online retailers identify customers that had negative experiences and try to convert their opinion, avoiding negative Word of Mouth.

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A simple and so important question

There’s a pretty simple metric called Net Promoter Score, or NPS, that is used to measure customer loyalty and to distinguish those who have negative feelings from ambassadors. But first of all, what exactly is NPS? Net Promoter Score (NPS) is a customer satisfaction metric that was developed by Fred Reichheld, Bain & Company, and Satmetrix in 2003. It works by simply asking a quick and easy question, using a 0-to-10 scale;

“How likely is it that you would recommend our company to a friend or a colleague?”

Based on their responses, the respondents are then segmented into three (3) segments:

Promoters (score 9-10) are loyal enthusiasts who will keep buying from your
company and urge friends to do the same!
Passives (score 7-8) are satisfied but indifferent customers who are susceptible to
competition.
Detractors (score 0-6) are unhappy customers who are capable of harming your
brand and spread the majority of the bad word-of-mouth.

This is the first benefit of using NPS, as it provides really interesting customer segments, knowing who will promote a brand and who will have a negative effect when talking about the brand.

To get the full value, a lot of brands are going one step further by calculating the Net Promoter Score, by subtracting the percentage of your “Detractors” from the percentage of your “Promoters”.

The result of this equation is what is known as Net Promoter Score and can range from a low of -100% (if every customer is a Detractor) to a high of 100% (if every customer is a Promoter).

For example, assume 500 responses to the NPS question, distributed as follows:

100 responses from 0 to 6 (detractors);
150 responses from 7 to 8 (passives);
250 responses from 9 to 10 (promoters).

Let’s do the math!

Step 1: Calculate the percentages of every group individually. In the example, 20%, 30%, and 50% respectively.

Step 2: Subtract the percentage of detractors, i.e., 20%, from the percentage of promoters, i.e., 50%.

Step 3: The NPS is 30%!

What can I do with NPS?
Now that you know the way to determine how loyal are your online customers, let’s explore what insights can you draw from this metric? A lot of brands monitor NPS on a constant basis and are alerted in the case that significant variations are detected. Other, extremely useful ways to use NPS can also be the following:

Identify the ambassadors of your business and motivate them to speak about you to their friends.
Track product categories that create promoters or detractors
Reverse the opinion of your detractors to reduce negative word of mouth
Detect passive customers and convert them to promoters!
Compare your Net Promoter Score with the e-commerce market

NPS and e-satisfaction

We strongly believe that NPS is a really important metric for all e-shops, as customer acquisition is maybe the most resource demanding task for online retailers.

e-satisfaction calculates and provides a real time view of NPS, while at the same time through the e-satisfaction’s dashboard e-shops can get, with a simple click, a list of the promoters, detractors or neutral clients!

e-satisfaction is the easiest way for online retailers to delight their customers from the moment they enter their e-shop, to the moment they get the products delivered at home! Our platform is addressed to online retailers, offering them a powerful platform to monitor their customers’ satisfaction, loyalty and churn, to detect their happy and unhappy customers and take action, get automated e-mail alerts when an unhappy customer is detected, and guideline their e-shop improvement against normative market.