TryLikes: Its All About The Customer And Brand Experience

Savage caught up with Janneke van den Heuvel of TryLikes about brand experience and customer data. Like most millennials, Janneke founded her first company straight out of school and has been busy building products and brands ever since. Since customer experience (CX) is measured by default in the online world, Janneke and Steven (co-founder TryLikes) decided to complement the data with offline interaction.

They decided to build a system which would simply ask customers to provide feedback by answering a question with a thumbs up or thumbs down. The result was a very simple (and, and by their admission, "ugly") prototype, later sold to a fashion retailer.  

S: Companies globally lose over USD 300 billion each year due to poor customer experience and engagement. What are the strategic practices organisations must enforce to promote better brand experience?

JH: It starts by knowing where your pain is. Companies struggle with getting real-time customer feedback. Usually they only get a few (mostly biased) people a month leaving a note. That's not the actual perception of visitors while they are in store. 

So number 1 is catching the sentiment of your customers. When you get the data in, the trick is to turn those insights into action. Instead of sitting on a big pile of data you should keep it simple and understandable for your employees who are in daily contact with your customers. 

It is as simple as giving them service with a smile, walking down the aisle to show them to the product they are looking for or simply cleaning the floor more often. We show shop managers and their teams these small but important issues based on historical trends or real-time feedback. They take action and actually improve the customer CX, score a high Net Promoter Score and make more profit! 

"Companies struggle with getting real-time customer feedback.”

S: The need for a native and seamless experience on any device to in store service is a necessity. Should companies then be measuring customer data on multiple touch points? 

channel strategy, you better measure the entire journey. It should not matter where your customer visits you, they should always get the best service and experience. It is interesting to see how your customer behaves online and offline. 

To give an example, if you show an advert online of something you only sell offline, does this consumer actually move towards the store to buy your product? Do they find your products as easy in the online shop as in the physical world? I guess in all cases it's about the "extra mile service" people love. The friendliness, the personal touch. So if you, for example, chat with a support employee via the website, it should be a very friendly and helpful conversation. People are willing to forgive companies for their mistakes, as long as they are treated kindly and respectfully. 

S: How does gathering data play into simplification of processes? Often websites go on and on with long questionnaires which frustrate the end buyer. What data points would you check to ascertain the satisfaction of customers and growth in revenue? 

JH: You should measure the behaviour of your online visitors constantly and tap into their experience when they need it most. You can write several scripts to actually ask the right questions at the right time. There will be standard moments such as check-out and after two page visits...but best is to learn from their behaviour and keep improving your system. Only ask one question at a time and measure the correlations and trends yourself. 

S: Startups are known for innovative products; but what must their Omni channel experience hold to truly rival their Goliath like competitors?

JH: Simplicity. A lot of startups make their products too complex. It should be easy to understand, easy to build, easy to sell, and easy to grow. Sounds simple, but it's freakin' tough! If you own your own stack you have total control. With that, and by keeping it simple, you can move way faster than your Goliath-like competitors.

"Ask your customers one question at the time and measure the correlations and trends yourself.”

S: How can we educate our customers on the value of "gaining customer insight” through their online and offline data?

JH: Assumption is the mother of all fuck-ups. Don't think you know what your customers think or need. Ask them - but do it in a way they actually like giving you their feedback. And make sure you act upon the insights.

Consumers vote with their wallets. If a company comes up short and doesn't have a system in place to quickly resolve a problem or complaint, shoppers won't hesitate to take their business elsewhere. 

TryLikes works with companies like Heineken Experience, Spar, Albert Heijn, McDonalds, and some of the best brands in Europe. 

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Comments  

Jason
#1 Jason 2016-08-08 13:40
An interesting take on customer insight. I'd love to see this rolled out in more retail stores. Big data is everywhere, but we really need to know how to gather the useful data and use it!

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