There are many determining factors in the way we value the quality of a product or service—tangible and intangible. Person A finds the finds the waiter’s friendliness to be more important than the crispiness of his fries, Person B cares only about how his bun gets toasted, and C- well C only stops in during happy hour.
Philip Kotler from North Western has long been an authoritative voice in digital marketing. In his 2013 paper, he argues that customer experience is about adding value through customer participation and connection (touchpoints). And that creating a strong interactive experience for the customer can lead to greater brand loyalty and brand recognition, and, in turn- lead to more sales.
The idea (and measurement) of utility is the foundation to rational choice theory. For consumers–online and offline alike– the benefit gained from things important to them– remain constant. Individually, we value engagement at different points, but collectively, certain stimulations create a better experience for us all.
Here are some of Bringg’s engaging touchpoints presented by our 4 beautiful models:
Personalized texts will direct a customer to a live tracking map. It is there that the customer becomes an active participant in his delivery experience. Full transparency, direct communication and live-time updates are aimed at keeping customers involved throughout.
Creating relevant and individual experiences are key to strengthening brand equity. Visual interactions can and should be configured to a single-order granularity; albeit sketched, a BigMacer should see his burger, and a salad junkie should see his carrots- both from the same vendor. Additional touchpoints along the way can optimize operational flows (reduction in driver’s waiting time for example) as well as present creative marketing real estate (promo codes/like buttons etc.).
Giving businesses the real-time feedback from their customers, enables them to act when it’s most important: now. Having a place for customers to voice their experience and leave any kind of feedback- has been proven to increase customer retention and satisfaction.
As traditional marketing is becoming more digital and correlated with the end consumer, finding places to interact and react to the customer is a must. Regardless of how person A found you, what B is ordering or how much C is paying- having them engaged will bring them back more often.