Hieroglifs International

How to win back fickle customers ?

Contents

• I) The Context• II) Threats for companies• III) How to reinvent a company ? • IV) The consumer as a conduit • V) Consumers’ platform • VI) How to build the trust • VII) What should a campany do ? • VIII) Conclusion

The Context

Some customers are fickled and it’s difficult for a company to understand them, so how to win back fickle customers ?

We are living in the Customer Empowerment Age.

Customers thanks to the internet have much more choice with respect to the past.

Firms should change their approach and start treating them as.

TRUSTED ADVISORS

Threats for companies

• The marketing was created from 1950, the purpose is then to answer the needs of customers. But the old school approach was unsophisticated.

Underestimation of digital marketing

Underestimation of online shopping

Lack of a personal relationship with the

consumer

How to reinvent a company?• What can you do ? Severals solutions exists :

Return on Investment

Storytelling through

social media (a good

product is not enough)

Instant decision making

bahaviour of

consumers

A transparenc

y-enhancing company culture

The Consumer as a CONDUIT Use relationship marketing with your customers like :

Creation of feedback loops where the consumers can say what they think about a product and companies can demonstrate that they are improving.

The most effective way to create Feedback loops is the use of Social Networks.

Two ways dialogue. It is fundamental that consumers understand that THE COMPANY IS LISTENING TO THEM.

Consumers’

Platform

Creation of an engaged community

of Consumers

Management of the

Engagement through

feedback loops

Reporting for the whole

company

Consumers’

experiences

How to build trust?

75% of the consumers do not trust the

company82% of the consumers trust other consumers 3 Negative

reviews are enough to discourage

buying

Consumers do not trust companies, they just trust other

consumers!

What should a Company do?

SPEND LESS TIME TRYING TO BE INTERESTING AND MORE TIME TRYING TO BE INTERESTED IN CONSUMERS.

A possible solution :

Social Networks created for building a relationship with consumers.

TRUST

90% of word of mouth still happens offline

80% of all information gathered through social media come from a 30% of the whole audience.

Conclusion

• Nowadays it is fundamental for companies to know how to manage.

SOCIAL MEDIA AND USER GENERATED CONTENT

Because nowadays consumers are so powerful that they actually own the brand, advertise it, and decide whether it will be successful or not.

Thanks for your attention

Written by : Chiara Marcato & Quentin Bellamy