For countless years,
businesses have made their quality of service and products, their
priority for attracting the maximum number of consumers. But not any
more…
Success now demands
another ingredient - one that can outrank both product and service
quality: Customer experience, or the cooler term, CX. Yes, CX has
evolved, and through its world first innovative strategy which
involves an AI personal manager named Siskabot; OONA, the YouTube of
TV, is leading the way in CX in the field of free mobile OTT TV.
So What Exactly is
Customer Experience?
This is the customers’
perception of the way they are being treated by the company or
platform. Such perceptions: “affect their behaviors and build
memories and feelings and may drive their loyalty. In other words: if
they like you and continue to like you, they are going to do business
with you and recommend you to the others” [1].
As the OONA team
understands, in order for users to make the platform a big part of
their lives, not only do they have to deliver exciting cutting-edge
content, the latest films, hot series, live sports, motor shows,
cookery specials, celebrity news, and everything else that singles
and families adore. They also have to understand their consumers
extremely well, and work hard to generate and deliver personalised
experiences which will guarantee their loyalty. This may sound easy,
but it has to involve a dedicated drive to collect a huge amount of
consumer data from algorithms showing behavioral patterns, as well as
their viewers' precise desires, which come from their direct
conversations with Siskabot.
Chatbots are the New
Browsers
Chatbots are not a fad,
they are the future, and just like Siskabot, Cortana and others, they
are here to make our lives easier, gain our loyalty, and help us get
just what we want efficiently and quickly. Bots are cool, in that
unlike browsers, there is two-way communication flow, so you can ask
a direct question as opposed to wasting so much time browsing for
what you want.
Customer Experience
is the Latest Battlefield
Because of all the
alternative solutions on offer, consumers have in part, determined
their loyalty to certain platforms and companies, from the way in
which they rank CX. Previously, due to the lack of high-tech analytic
tools, companies did not have many ways to ramp up customer
experience.
When a survey for
Digital Marketing Trends was carried out by Econsultancy, companies
were asked what they believed the most exciting opportunity for 2018
was. The answer: “CX came in first” [1]. On top of this, research
conducted by Walker, indicates that by 2020, CX “will overtake
price and product as the key brand differentiator” [2].
OONA is certainly on
top form with its CX, and: “Gartner predicts that by 2018, more
than 50% of organizations will redirect their investments to customer
experience innovations” [1]. OONA's founder and CEO, leading
digital strategist, Christophe Hochart, anticipated this
transformation a long time ago, and by employing a strategy which
offers hundreds of exciting channels which serve everyone's desires,
and launching the innovative “the genie in the app,” Siskabot,
Hochart has demonstrated that OONA is customer committed rather than
solely customer focused. This approach is able to live up to the CX
expectations of 185 million plus consumers via OONA's partnership
with Telkom Indonesia, not to mention the billions of OONA free
mobile TV users coming on board with OONA's expansion into Africa,
South America, the Middle East, other parts of Asia, the US and
Europe.
Being a premier in ad
supported OTT, OONA's strategy highlights the importance of catering
to users' individual needs. The company has successfully integrated
the demographic-specific AI chatbot, to serve as an Ad Personaliser
Manager. SiskaBot, complete with photo, is the genie in the app who
is ready and waiting to chat and serve 24/7, 365 days a year. The
conversations she has with consumers guarantee that they get the very
best that OONA has to offer in the way of : favourite TV content,
personalised ads which can help users save time and money, great
promotions, and OONA's
virtual currency rewards, tcoins.
tcoins can be redeemed
for branded goods and Telcom products. Users are able to derive
substantial benefits from OONA's tcoin program, and among other
things, the more they chat and share with SiskaBot and other users,
the more tcoins they can accumulate. And Siskabot will even check to
see if she has done a good job, so the user's experience is second to
none. As research indicates that: “72% of customers will share a
positive experience with 6 or more people” [1], this is a rock and
roll situation for all concerned.
In summary, “since
89% of businesses are soon expected to compete mainly on customer
experience, organizations that take customer experience seriously
will stand out from the noise and win loyal customers over” [1].
OONA has proved itself to be on the right track, as revving up their
viewers' CX is all about driving great interaction, and delivering
meaningful consumer relationships through finding out what each
individual user desires in the way of exciting TV content, and ads
that will help them get exactly what they want, at great prices.
OONA's “genie in the app” delivers – it sets the bar, and puts
CX right at the top.
References
1. Kulbytė, Toma
(2017). “32 Customer Experience Statistics You Need to Know for
2018.” SuperOffice. Retrieved
from:https://www.superoffice.com/blog/customer-experience-statistics/
Accessed 23 Dec. 2017.
2. Walker (2017).
“Customers 2020: A Progress Report.” Retrieved from:
https://www.walkerinfo.com/knowledge-center/featured-research-reports/customers2020-1
Accessed 23 Dec. 2017.
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