Image credit: Marketing Land
Writing in Forbes,
Pamela Zanziger, the well known market researcher, author and
speaker, made the vary valid point that the majority of businesses
state that their prime growth challenge is “finding new customers.”
Conversely, [with the exception of companies such as OONA OTT Mobile
TV], holding on to existing consumers, ranks far further down their
growth challenge list.
“Putting
the Cart Before the Horse” [1]
Zanziger, cites this
very apt adage, and notes that the optimum route to finding new
consumers, is to build trusting relationships with existing users. -
The ones who remain loyal due to multiple positive benefits. Indeed,
Adam Ince, the VP of the customer experience (CX) software company,
InMoment, proves it. In his analysis of Forbes Insight's list of the
“50 Most Engaged Companies,” he showed that: “Forbes leaders in
customer engagement are four times more likely to experience growth
of 10% or higher and three times more likely to be in the top
quartile of “Net Promotor Score,” which measures loyalty based on
customers’ recommendations to their friends” [1]. So in a
nutshell, by harnessing customer engagement, these top companies are
empowered to magnetise many more new consumers to their list [1].
Two Different
Languages
Some interesting
research on what it takes for companies to cultivate an engaged loyal
customer base, was conducted by InMoment. After analysing the results
from 1,300 consumers, InMoment discovered that: when it comes to
loyalty, the companies and their users are talking two different
languages. InMoment’s VP of customer experience strategy, Andrew
Park, noted that when it comes to companies: they “want to quantify
it by looking at average amount per transaction or repeat purchases.
[Conversely, with consumers], it is about their relationship with the
brand and the value they get out of that relationship beyond
transactions. For them it is a combination of head and heart,
intellect and emotion” [1].
“Building trust and loyalty is about more than just a satisfied
customer. It is about consistently delivering good experiences and
delivering on the promises you make” [1]
Bridging
the Loyalty Gap
In order to have
success with customer loyalty, brands have to heed the advice of
Park, and follow the path of OONA OTT TV. – They have to align
their strategies with their consumers’ viewpoint. “The brands
that do it really well are those brands open to creating ongoing
discussions with their customer base. That enables them to find
unique ways to connect with their customers in order to co-create
experiences together”[1].
Christophe Hochart - Forging a Clear Pathway in the Digital TV Revolution
How OONA Looked Outside the Box to Create a a Culture of Customer Loyalty
Leading digital
strategist, Christophe Hochart, OONA's CEO and founder, who heads the
cutting-edge, data-free/subscription-free AVOD interactive
entertainment platform which is set to serve 185 million Indonesians,
and is on course to provide its unique state-of-the-art free and
premium service to billions of people in other parts of Asia, Africa,
the Middle East, South America, the US and Europe, shares Park's
perspective, in that companies must do more than just drive a
consistent experience. - In OONA's case, it must mean that consumers
are able to enjoy a positive life experience anytime, any where - by
enjoying hundreds of channels with the best live and on-demand
entertainment that the world offers; have interactive fun, and enjoy
being part of the OONA community; have their personal needs and
preferences met by OONA's friendly AI bot, Siskabot; and are rewarded
for watching content.
The OONA platform is unique in that it gives its viewers loyalty rewards in the form of tcoins. This virtual currency rewards viewers just for watching content and personalised ads; sharing the content they love with friends and family; and interacting with OONA's genie in the app, Siskabot. These tcoins can be exchanged for a broad range of branded goods and services, meals, fun days out, discounts, free telcom minutes and telcom products.
OONA - Delivering on
Quality, Convenience & So Much More
In the sphere of live streaming and video on-demand, the definition of a platform's brand is characterised by the quality of the content it provides. To that end, OONA's quality control department has the best possible proactive tools which are engineered to detect problems prior to viewers witnessing them. Moreover, it has a system which can continually detect, alert, and report important issues which impact consumers' viewing experience. This is paramount to the reputation of the OONA platform, and delivering first-class CX (customer service) [2]. After all, it is very simple for fed-up consumers to just switch platforms within minutes.
In summary, the name of the game is understanding and respecting consumers, and never just treating them like statistics. As Park says: customers' "head and heart, intellect and emotion” [1], have to be taken into account. And as Christophe Hochart, the founder and CEO of OONA, emphasises: users have to enjoy the very best experience possible - every time...
References
[1]. Zanziger, Pamela
(2018). “How Foot Locker, Nike, North Face And Starbucks Created A
Culture Of Customer Loyalty.” Forbes.
https://www.forbes.com/sites/pamdanziger/2018/10/29/how-foot-locker-nike-the-north-face-and-starbucks-created-a-customer-loyalty-culture/?utm_source=LINKEDIN_COMPANY&utm_medium=social&utm_content=1855944366&utm_campaign=sprinklrForbesMainLI#38c071c76269 Accessed
5 Nov. 2018.
[2]. Murray, Dan
(2018). “The Arrival of OTT Live Video.” Streaming
Media.
http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/The-Arrival-of-OTT-Live-Video-126589.aspx
Accessed 5 Nov. 2018.
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