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10 Digital Strategy Tips To Overcome the Business Transformation

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Business is undergoing a huge transformation - call it revolution - driven by emerging technologies. Marketers and entrepreneurs need to learn how to understand, engage and delight their digital customers, delivering experiences that are meaningful in every (micro) moment of truth.

In this world shaped by mobile devices - where customers are constantly connected and information is readily available with a tap on the smartphone - what is better than finding smart digital strategy tips to innovate your business plans?

Look around and you will see that every single organization is now involved in the endless search for revolutionary roads to become best-in-class examples of digital transformation. Long gone are the days when ‘digital’ was overlooked and sidelined as the weird cousin of traditional marketing. Innovation, today, inevitably translates into digital innovation.

In the Age of the Digital Customer, marketing planning needs to fulfill two different requirements:

  • On the one hand, develop and narrate the brand storytelling, building upon company’s values and uniqueness to assert loyalty;
  • On the other hand, engage customers across all channels and touch points, delivering a true real-time customer experience on every channel.

The avalanche of mobile devices has deeply changed the way people live, communicate and connect to each other. Instant decisions and micro moments have replaced long decision making, and the entire customer experience comes out disrupted from the process.

You need to embrace the change, but how? Not every company is ready to adapt, while it is extremely easy to miss the mark, committing digital strategy mistakes that might kill all your efforts. When that happens - no matter what you do to recover - you will likely lose customers.

The first step, then, is to take the necessary precautions. It is evident that traditional patterns are not able to ensure that your campaigns are executed effectively. In this ever-changing scenario, old strategies cannot help you in the search for tips and good advice, even if they were winning only a few years ago.

Why that? What happened that made the old certainties crumble?

  • The analog and digital worlds collided.
  • Disruptive devices connected into a network.
  • Life got fragmented into micro moments.
  • Young digital customers took center stage.
  • The new customer journey exploded into multiple touch points.

New horizons mean new patterns. Mobile technology means huge opportunities, if you only know how to catch them all. So, it is about time to get right to the point, the 10 digital strategy tips to inspire your business revolution.

KNOW YOUR CUSTOMER

Before even thinking and planning your digital strategy, it is critical that you know who you are talking to and what are the needs and desires that move them. How do you get that knowledge? First step: build your buyer personas, semi-fictional representations of your ideal customers. Second step: map the customer journey across all touch points (digital and physical).

SET ACHIEVABLE GOALS

Of course, every single marketer wants to get the best results in the shortest time possibile. When wise men say “always aim for the moon” they forget to add that - at least in marketing - you can only reach the moon if you set achievable mid-term goals. You will then land among the stars step by step, knowing what is good and improving what is wrong.

STAY DIGITAL FRIENDLY

Do we need to talk about the Mobilegeddon? The most recent changes in Google’s search engine algorithm have brought the attention to the importance of a digital-savvy strategy. If you do not have a digital-friendly presence, with a special consideration for the mobile experience, then you are not talking the same language your customer talk.

FIND YOUR OWN VOICE

Let’s be honest here: you will never be able to connect with customers, create amazing content marketing and engage with meaningful experiences if you don't know who you are in the first place. As perfectly shown by the Lego success story, your company is defined not only by what you produce and sell but also by what you are and narrate.Your archetypes and storytelling.

DESIGN YOUR OWN ENGAGEMENT

Engagement, the pain point that any single organization is trying to solve in these days. It is the absolute need to create a relationship with customers and pave the way to loyalty (the new currency of digital times). If you want to stay top of mind, do not forget to create unique contents and memorable experiences. And use gamification to enhance your strategy: if you can't win them, play with them.

PERSONALIZE CONTENTS

Personalization is the keyword to understand why customers today are so difficult to put into standard categories. Digital customers - and millennials above all - refuse to be treated as one broad mass with undefined behaviors. They demand tailored content, served at the right time on the right device. Talk to everyone and you will end up talking to no one at all.

THINK AND ACT MOBILE

Right-time personalization could hardly exist before the mobile era. The brand could not locate the customer nor identify peculiar behaviors or patterns. Then the smartphone came in, with its constant connectivity, and everything changed: our daily life was splitted into micro moments, hanging in the balance between digital and physical worlds. Mobile is not just a plus, it is a categorical imperative if you want to survive in today’s markets.

UPDATE AND STAY CURRENT

Do you still rely on that strategy that was so good just five years ago? Do you think that you don’t really need to include the Apple Watch, the iBeacon or wearable technology in your customer journey mapping? Think again. Don’t forget that the digital transformation in an ever flowing river. Stay current, ready and willing to embrace every single innovation that could change your customer experience.

PLAY ON DATA

Every science is rooted on data. Marketing and digital strategy make no difference. The technologies that surround us produce a humongous quantity of information. Some are useful some are just ground noise; it is up to you to tell good from bad, using data to understand your customers and learn how to engage them effectively. Big Data is not just a name for speculative analysis. It is a science in itself.

NEVER STOP TESTING

Testing and learning, the last step of your actual strategy and the first one of your next strategy. Analysis should be inherent in everything you do with your strategy, and it is only by testing what you are doing that you will be able to refocus budget, goals and technological support. Ultimately learning from your mistakes in a looping cycle. Forever only lasts until tomorrow.


YOU MIGHT ALSO LIKE: 5 Ways You Can Use Mobile To Improve Customer Experience

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Innovation Branding Storytelling Content Marketing Mobile

5 Tech Trends To Improve Your Fashion Customer Experience

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Uniqueness and exclusivity, two peculiar traits of a successful brand identity in the fashion industry. The distinctive essence is critical to win legions of loyal supporters, but it must be deployed across all touch points of the customer journey to be recognized as top choice.

All things fashion no longer belong to the field of handmade and craftsmanship. The entire industry is on the verge of its biggest revolution: as customers become digital customers, brands need to adapt as fast as they can, reinventing the whole idea of fashion customer experience.

As a consequence of this transformation, uniqueness and exclusivity become a reflection of an overall amazing experience, not just the result of a costly product or high-quality materials. While your products can be as traditional as you like, the way you sell them and you connect with customers has to be totally shaken up.

If setting trends is still the inner raison d'être for any company dealing with the fashion, luxury and beauty business, the rules of shopping have completely changed in the last decade. What the word ‘shopping’ meant yesterday is not important anymore.

Thinking and planning your customer journey relying on old certainties will not help you at all. You will still have an high-quality product, but you won't be able to reach customers when it matters most (to them). And you will ultimately fail to overcome the challenge of technological disruption.

No runway show or glossy magazine might save you, since the Internet and the smartphone have changed everything. Digital screens and mobile devices melt the virtual and physical worlds; they create a whole new shopping experience and influence customers' needs and desires.

As the experience goes digital and mobile, businesses need to evolve to keep pace with clients. The essence of fashion is ‘couture’; nevertheless, the fashion and luxury industry needs now to breathe the fresh air of transformation, to appeal young and high-spending digital customers.

Every time they need to shape a digital marketing strategy, firms working in the industry of haute couture, beauty, clothing and luxury face the fear of losing their true identity. Understandable fear, but you can overcome it if you understand that the brand is still the core of all activities; you just need to incorporate it in your digital customer experience.

So, marketers struggle to maintain a balance between two opposite forces: engage customers and stay true to the brand. The creation of a meaningful relationship with customers is more important for fashion brands than it is for other retail firms. Why? Because fashion-addicted clients are always first in line when it comes to trends and living high-profile experiences.

Technology makes no exception. This is the scenario: digital customers ask for innovative engagement strategies, and expect that you are able to create personalized experiences across all devices and touchpoints. The brand must think and act mobile, shaping a coherent journey that connects the mobile presence and the retail store. Building a sense of exclusivity for the entire customer experience.

What should the fashion industry brands do to enhance their strategies? They should love technology, and use it to create the best fashion customer experience their clients will ever have. We can trace five improvement lines, based on what technological innovation offers today.

EXCLUSIVE MOBILE APP

Even traditional brands today understand the importance of mobile app development. Fashion brands need to take a further step, and find the perfect way to adapt customer-facing apps to that idea of uniqueness that they want to strengthen. The only way to reach this goal is to start offering an outstanding holistic experience, using the app as the key to open a whole new world. Loyalty based dynamics, gamification mechanics or a digital showroom 3D, for example, could be the right choice to augment the fashion experience, engage customers emotionally and instill your values in their mind.

THE FASHION WEARABLES

The success of the Apple Watch - that follows the avalanche of the activity trackers - is bringing the spotlight back on wearable technology. Recent reports confirm that this peculiar market is growing five-times faster than the smartphone revolution, and it is evident how these new objects of desire make the perfect match for fashion-related marketing strategies. Why useful technologies should not be beautiful too? Wearables can be the next step in the radiation of your brand identity, and they surely already are ideal to develop context-aware engagement activities.

CONTEXT-AWARE CONTENT

An innovative marketing strategy for the Age of the Customer designs all channels as equal elements of a complex and coherent structure. Mobile connectivity is just the starting point of a multi-faceted road to reach customers everywhere they are, whatever device they are using. Following the new generation of smartphones and wearables, the iBeacon has become a huge trend, mostly still unexplored. Geo-fencing and localization are made to enhance the store experience in the name of right-time personalization, delivering contents that are truly targeted and context-based. Here begins the reinvention of the store as we know it.

THE INTERNET OF THINGS

Do you really need to deny the traditional store? Ever since the first smartphone connected to the Internet, mobile has become a critical factor in the retail customer experience. To deliver the fashion promise, the physical store - more than everything the flagship store - must go from ‘a place where I pick up products’ to ‘a place where I can feel and breathe the essence of a brand’. You need to redefine the in-store experience, promoting the use of technology (namely the Internet of Things) as a way to integrate and connect the different touchpoints and establish a seamless purchasing path.

CUSTOMER BEHAVIOR ANALYSIS

What is the toughest challenge when dealing with digital customers? The identification of behavior patterns and routines that can help you to better understand their needs and wants. These customers want to be considered in their own singularity, and refuse ready-made solutions. Fashion brands, therefore, have just one way to avoid blind navigation: embrace the power of data. Connected devices produce all the information you need to know about customers and the evolution of business. It is your job to make sense of all data and extract reliable strategies from numbers and statistics.

All the different routes bring you to one final step, the creation of a memorable shopping experience. Being exclusive means building an exclusive customer experience. You can only deliver on this promise if you stay current on evolution, adapting all new disruptive tools to your specific values, history, heritage. In one word, to your brand.

 

YOU MIGHT ALSO LIKE: These 3 Top Digital Trends Will Change Your Retail Marketing Strategy

To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

 

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Retail Fashion Luxury and Beauty Mobile Internet of Things

Gartner’s Top 10 Technology Trends for 2016 To Improve Your Business

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"My interest is in the future because I am going to spend the rest of my life there." (C.F. Kettering)

What technologies will impact organizations from 2016 on? As the end of year approaches, it is natural to look back at the highlights of the past. If you are an innovative digital leader, though, you will agree that it is way more useful to look ahead and try to foresee what is going to happen next.

That is exactly what Gartner’s analysts do every year, tracing the main technology trends that will define the borders of business transformation for the next future. As usual in the digital era, evolution is all about disruption.  

First of all, what kind of trends should be considered in this list? Gartner defines a strategic technology trend as “one with the potential for significant impact on the organization. Factors that denote significant impact include a high potential for disruption to the business, end users or IT, the need for a major investment, or the risk of being late to adopt.

These technologies are very different but they share a common trait: they impact the company's long-term development plans, customer experience programs and marketing initiatives.

Last year, in this very same period, we were discussing the 2015 release of Gartner’s technology report. The innovative trends traced could be divided into three major areas of interest:

  • The merging of the real and virtual worlds;
  • The advent of intelligence everywhere;
  • The technology impact of the digital business shift.

Some trends were already evident at the time of the release, others were still in nuce or ready to explode. In a customer’s perspective, all of them had the potential to change forever the way companies define their digital customer experience and build meaningful connections.

Of course, one year is not enough to show the real potential of complex disruptive devices (i.e. this is the case of context-rich systems, the Internet of Things and smart machines). To some extent, the real effects will be fully displayed in the next five years or so. If you want to know more, just take a look at our in-depth analysis.

Now it is time to focus on the newly-released report about Gartner’s Top 10 Technology Trends for 2016. In the words of David Cearley, vice president and Gartner Fellow:

"Gartner's top 10 strategic technology trends will shape digital business opportunities through 2020. The first three trends address merging the physical and virtual worlds and the emergence of the digital mesh. While organizations focus on digital business today, algorithmic business is emerging. Algorithms — relationships and interconnections — define the future of business. In algorithmic business, much happens in the background in which people are not directly involved. This is enabled by smart machines, which our next three trends address. Our final four trends address the new IT reality, the new architecture and platform trends needed to support digital and algorithmic business."

You may not implement all of them at the same rate but one thing is for sure: you will have to make decisions about them during 2016, if you want to improve your customer experience strategy and - as a result - strengthen the relationship with your customers.

THE DEVICE MESH

In the mobile era, customers live submerged in an ever-connected ecosystem, shaped by different mobile technologies. The device mesh refers to this expanding set of endpoints used to access information or interact with people and brands. Today, a successful business strategy is not even conceivable without all these devices, more and more able to communicate with each other: smartphone, wearables, smartwatch, smart TV, domotics, connected cars, iBeacons, the Internet of Things.

AMBIENT USER EXPERIENCE

Digital technologies delete the limits of physical existence, pushing the experience to a whole new level. Virtual reality - and augmented reality - become the perfect companion for companies to deliver immersive experiences, and engage customers emotionally. Delivering the brand values in the process. The ambient user experience preserves continuity, and the experience seamlessly flows across a shifting set of devices and interaction channels as the user moves from physical to virtual.

3D PRINTING MATERIALS

3D printing was already in last year’s list but, from 2016, it will become more affordable and various. Advances will enable 3D printing to use a wide range of materials, and 3D printing will find its way in different industries, with practical applications including aerospace, medical, automotive, energy and the military. We will witness an annual growth rate of 64.1 percent for enterprise 3D-printer shipments through 2019, claiming space in your budgets and investments.

INFORMATION OF EVERYTHING

Everything in the digital mesh produces, uses and transmits information. This information goes beyond textual, audio and video information to include sensory and contextual information.” The real problem, then, is to make sense of all data, in order to extract useful insights that will lead to the renovation of your strategy. Information of everything addresses this influx with strategies and technologies to link data from all these different data sources.

ADVANCED MACHINE LEARNING

The future of business lies in the adoption of smart and connected tools, able to autonomously learn and - in a retail perspective - predict customer behaviors. “In advanced machine learning, deep neural nets (DNNs) move beyond classic computing and information management to create systems that can learn to perceive the world, on their own. DNNs enable hardware - or software-based machines to learn for themselves all the features in their environment, from the finest details to broad sweeping abstract classes of content.

AUTONOMOUS AGENTS AND THINGS

The creation of a meaningful connection between a brand and customers passes through the connection between people and smart machines (physical and virtual). “Machine learning gives rise to a spectrum of smart machine implementations - including robots, autonomous vehicles, virtual personal assistants (VPAs) and smart advisors. While advances in physical smart machines such as robots get a great deal of attention, the software-based smart machines have a more near-term and broader impact.” Just think about Google Now, Microsoft's Cortana and Apple's Siri.

ADAPTIVE SECURITY ARCHITECTURE

Security is the keyword for an evolution without pitfalls. Data security and infrastructure security. “The complexities of digital business and the algorithmic economy combined with an emerging hacker industry significantly increase the threat surface for an organization. IT leaders must focus on detecting and responding to threats, as well as more traditional blocking and other measures to prevent attacks. Application self-protection, as well as user and entity behavior analytics, will help fulfill the adaptive security architecture.

ADVANCED SYSTEM ARCHITECTURE

The combination of ever-connected customers and communicating machines represent the foundations of digital disruption. A huge challenge for all businesses, that will have to adapt values, strategies and architectures. “Providing this required boost are high-powered and ultraefficient neuromorphic architectures. Fueled by field-programmable gate arrays (FPGAs) as an underlining technology for neuromorphic architectures, there are significant gains to this architecture, such as being able to run at speeds of greater than a teraflop with high-energy efficiency.

MESH APP AND SERVICE ARCHITECTURE

All companies willing to develop a mobile app will have to face a critical change of perspective, from linear application designs to a more loosely coupled integrative approach, focused on Web-scale performance, flexibility and agility: the apps and services architecture. “Microservice architecture is an emerging pattern for building distributed applications that support agile delivery and scalable deployment, both on-premises and in the cloud. Bringing mobile and IoT elements into the app and service architecture creates a comprehensive model to address back-end cloud scalability and front-end device mesh experiences.

INTERNET OF THINGS PLATFORMS

We are surrounded by increasingly intelligent devices and objects able to talk to each other without human intervention. The Internet of Things is the final frontier in connecting users’ entire physical life to the digital world, a further step in the evolution started by mobile devices. “IoT platforms complement the mesh app and service architecture. The management, security, integration and other technologies and standards of the IoT platform are the base set of capabilities for building, managing and securing elements in the IoT.

Gartner-technology-trends-2016

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To help you ensure a strategic advantage to your organization, learn about the DCX 7-Steps Checklist crafted by Neosperience, with requirements and insights for a successful digital transformation.

Download DCX 7-Steps Checklist



Topics: Digital Customer Experience Future Innovation Cloud Mobile Internet of Things development

5 Ways You Can Use Mobile To Improve Customer Experience

mobile_improve_customer_experienceWhat is your first reference when you need to do something? What is your primary source of information when you need to decide what to buy? Mobile devices. One of the most exciting things about the Internet era is the pace at which innovation happens.

If we had to choose a single keyword to describe the historical moment we all live in, that would be ‘mobile’. Hence, there is no way to improve customer experience if you ignore the power of smartphones, smartwatches, wearables and all mobile technologies.

At the end of 2014, the number of mobile-broadband subscriptions has reached 2.3 billion globally, five times as many as in 2008. In just six years, smartphones and tablets have disrupted many industries, giving birth to an empowered generation of clients, the ever-connected digital customers.

Also, now the wearable technology - ranging from basic activity trackers to the brand-new Apple Watch - promises to fasten the evolution of customers and businesses. Mobile penetration has now risen above 100% in most developed markets, with the number of connections globally now well over 7 billion.

Every time innovative products arrive on markets, they quickly become an important part of the daily lives of millions of people. Changing the rules of marketing. The story is no different when it comes to the Internet and mobile connectivity.

We all live in a moment of transformation lead by digital screens. Mobile mind-shift is the name analysts use to identify this wind of change: our daily life can now be described as a flow of micro moments (as described by Google), influenced by personal devices. These moments are critical to establishing a connection with customers: either you earn their trust or lose them forever.

The fact is customers have already made the shift, embracing the digital transformation. This is particularly true for those born submerged in the digital world, the so-called millennials. To ensure that your brand does not disappear or gets written off as old, you need to find new ways to improve customer experience strategy, using mobile technology to create meaningful connections with your clients. Now.

In this new scenario, in fact, companies must understand that the customer - not the brand - is the core of any given strategy. People can easily access all the information they need, and choose from a potentially infinite range of brands and products. To build relationships and increase business, you need to engage continuously customers and give them what they want, when they want it, fast and easy.

This is the essence of digital customer experience in the Age of Customer. The only choice is to adapt as fast as you can if you want to conquer customers’ attention, retain their loyalty and be first in line in the purchase decision. Easier said than done.

People expect that you understand this new way of consuming and communicating and that you are able to fulfill their needs using innovative tools. Going mobile might be risky (and expensive) but it is also the only way to succeed. You are not going anywhere if you are afraid to take risks. Digital will boost your business, but you have to be willing to use it to revolutionize your customer experience.

How? We have traced five areas of improvement that you can enhance using mobile technology.

HELP

Empowered customers know what they want, but that does not mean they do not need you help. Technology should be used to make their life easier, improving the experience they have with your brand or product at every touch point of the customer journey: from the first contact to conversion to customer service. One-touch shopping, social buy buttons, social media customer service, virtual waiting list, NFC and Apple Pay are just a few examples.

ACT

You should be reachable everytime and everywhere. At the same time, you should be able to reach your customers when they are ready to interact with you and make decisions. Conversion in the mobile era is about connecting with clients at the right moment. Big data dashboards, marketing automation platforms and real time personalization technology improve the ability to act fast. It is no surprise that proximity marketing is becoming critical in business strategy that blends physical and digital.

TRACK

A major consequence of the spread of mobile devices is the huge amount of information that companies are now able to collect. Data about customer behaviors and preferences, information about competitors and market evolutions. The difference between old and innovative businesses is the capability to process and translate data into actionable strategies to improve efficiency and engage customers across all touch points, physical and digital. 

PERSONALIZE

We are now accustomed to the idea of the Age of the Customer, where customers take center stage. In this era, talking to a broad, generic audience equals talking to none at all. Your content marketing - and your marketing strategy in general - should talk to every single client, to give him/her a powerful personalized experience with your brand and products. ‘Content customized with context’ is the key, and location-based promotions and offers, coupled with push notifications, great tools to personalize the purchase experience.

BUILD

When you sell your product or service, you always sell yourself, your story, your identity and values. As markets have become conversations, building brands means building relationships. Your identity is the ground where you build your marketing strategy, your true self the foundation for unique storytelling. The solution is to embed the mobile logic into a coherent narrative. Know yourself, know your customers, engage and play with them. Being on top of innovation is the only way to build trust and long-lasting relationships.

Just to be clear: going mobile does not mean just developing a mobile app. Going mobile requires a complete change in your mindset and methodology. It implies the awareness that the customer journey has changed, and your company need to change accordingly. Starting with your brand identity and involving your employees in the process.

 

Editor's Note: This post was originally published in October 2014 and has been revamped and updated for accuracy with the latest trends and advancements of mobile technology and digital customer experience.

YOU MIGHT ALSO LIKE: 4 Ways Customer Journey Mapping Will Boost Customer Experience

To help you ensure a strategic advantage to your organization, learn about the DCX 7-Steps Checklist crafted by Neosperience, with requirements and insights for a successful digital transformation.

Download DCX 7-Steps Checklist

 

Topics: Digital Customer Experience Content Marketing Inbound Marketing Big Data Mobile

Born To Build: 5 Timeless Customer Experience Lessons From LEGO

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What can customer experience leaders learn from the remarkable success of The LEGO Group? What is the connection between LEGO plastic bricks and digital marketing? None, at first glance. If you look deeply, though, you will see that the maker of children's toys that has a lot to teach.

There is a reason if the company has quadrupled its sales in the decade when virtual entertainment has replaced physical. That reason is the ability to build a unique brand, both anchored to tradition and open to innovation. The essence of digital transformation.

Our children do not play like we used to. They do not like what we like, yet there are LEGO sets in almost every house. And the LEGO playing experience has not changed at all over the years. From wooden playthings to plastic bricks, from video games to movies, the little toys are everywhere.   

Founded in Denmark in 1932, The LEGO Group history spans nearly one hundred years of building creativity. While other classic brands have struggled - and still struggle - to survive the avalanche of digital screen and video games, LEGO has managed to overcome the challenge. Ultimately becoming one the world's great brands, the most valuable toy company (ahead of the giant Mattel), and one of the most loved icons of all times.

What is the secret of this enduring success? We can sum it up by quoting two catchphrases from past LEGO advertising campaigns:

I Can Build What I Want” - Using LEGOs you can build whatever your creativity brings out. Lego marketers have built the brand the same way, decade after decade. Despite its century-long tradition, LEGO is all but a traditional company. Ready to innovate with eyes wide open, the company is devoted to creativity, without walls and prejudices.  

Everything is Awesome” - LEGO marketers are great builders of content, none can deny this fact. No matter what tools they are using to engage customers, what is really important is the quality of the output. LEGO video games constantly amaze users and critics, and the same happens with the movies. Everything is awesome when we are living our dreams.

The toy industry is well known to be the battlefield of a fierce competition. Marketing strategies need to accomplish two different goals: on the one hand they must attract, engage and delight children; on the other hand they must persuade parents. Given these premises, great content marketing is the only way to build a strong brand.

Easier said than done. Since the expiration of the last standing LEGO patent in 1989, we have witnessed the flowering of the blocks market. A growing number of companies has entered the competition, producing plastic bricks that are very similar to LEGOs.

Just take a look at the shelves in toy stores, and you will see dozens of alternatives. Through the years some have failed, some have reached a temporary success, very few have built a distinctive identity. None has really threatened the LEGO supremacy.

First come, first win? Of course, the fact that they have been the first to produce building blocks has given an aura of familiarity to the company. But this is not enough to explain the long-lasting (and ever growing) success of the Legos.

lego_marketing_lessons

Let’s get down to the nitty-gritty, highlighting the five timeless customer experience lessons we can learn from the tiny LEGO blocks.

KNOW YOUR CUSTOMERS

For some industries, the buyer persona includes both the customer and the user. This logic does not apply to the toy industry, where the users are hardly ever the ones who make the purchase. When you build your strategy, it is easy to lose sight and underestimate the customer, focusing on the user (or vice versa). LEGO knows the difference between the two entities and constantly works to appeal both with tailor-cut content activities.

NEVER STOP BUILDING

Never stop building is yet another great motto taken from the company’s history. In a sense, it enshrines the entire LEGO philosophy: creativity is not a bird box. Creativity is a never-ending process that puts together what we are (as a brand) and what the world around us has become (mostly due to technology). Success, in these terms, is about finding new ways to improve and adapt to customers.

BORN TO BUILD CONTENT

A memorable customer experience always lies on great content, even more so after the digital disruption. LEGO is probably one of the best companies in the world at engaging and retaining customers through the use of valuable content. They do not just sell; they tell stories. LEGO’s storytelling is not about the product, it is about the customer: a story you can relate to is the foundations of great content marketing.

EMBRACE THE EVOLUTION

What if LEGO continued to produce only the original sets? One critical quality of the company is the ability to embrace the evolution of technology and tastes. LEGO methodology is set on constant change, showing that - in the digital era - you cannot live in just one channel alone. New sets (i.e. DC Comics, Simpsons, Dr. Who), magazines & comic books, movies, installation art, video games: they do whatever it takes to engage customers and oversee every channel.

CREATE BRAND BELONGING

Customers, they do not simply buy a product. They buy that specific product because they want to be part of a story. Identity and content create a sense of belonging, deployed across all channels and tools: community, social media, mobile apps, events dedicated to ‘builders’ of all ages. Have you ever given a child a product similar to LEGO but from a different brand? Then, you know what we are talking about.

Here is a huge lesson all digital entrepreneurs should learn from The LEGO Company: even when you have the best product on the market, the key to success is to create an amazing customer experience. The experience is the main brand differentiator in markets where clients can choose from hundreds of similar products.

Even when your brand is universally acclaimed, you can lose all your customers in the blink of an eye if you cannot evolve with customers. Loyalty is never carved in stone, and The LEGO Company knows it well. Evolution is in the brand’s DNA, and marketers are devoted to innovation in every single aspect of their job.

 

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To help you provide a strategic advantage to your organization, Neosperience has crafted the first DCX 7-Steps Checklist, with requirements and insights for a successful digital transformation. Download the free guide here:

 

Download DCX 7-Steps Checklist

Topics: Digital Customer Experience Social Networking Branding Storytelling Content Marketing Inbound Marketing Mobile