The Customer Experience
|Gilliam James of TMI in full flow|
|Typical spectrum of responses to recession|
The high end quality Waitrose growth of 8 % 4.6% market share and the lower end value LIDL 10% growth market share 2.7% have done best recently and the bigger boys not so well e.g. TESCO still 30.4% market share in the last three months but a growth of only 3.3%.
Gillian gave us 8 trends to look out for in 2013 /4
|I have changed her model into an octagon so let's see how the trends roll !|
1. Rise in Community
Have you noticed how stores are changing. There are becoming a space within the neighbourhood. Not only a store for whatever but a coffee shop.
|This estate agent make is front of house|
look like a wine bar or restaurant
|This estate agent has made their office|
front look like a drawing room
2. Importance of Peers
Some of us could spend 2 1/2 hours planning a trip but much of the time is now reading reviews by peers and following their recommendations.
Crowd sourcing is also to be seen other industries
In finance there is now over £0.25 BILLION lent in unsecured loans in this way.
Customers are now involved in the creation of product. For example airline KLM got customer to suggest sandwich fillings for flights.
Sainsbury responded to a letter from a child quote wrote in asking why their Tiger bread was so called when it looked like the coat of a giraffe. The subsequently renamed it Giraffe bread ( formally known as Tiger bread)
4. By People
Customers want to relate and by related to by people even at web site. They want to feel they are dealing with a human being. We need to move away from impersonal corporate speak.
Customers are demanding straight forward transparency. So MacDonald's now declare how many calories in a their burgers.
They expect Coffee stores to contribute to Corporation tax.
They dislike complicated tariff pricing for phones, texts etc.
We all like new !
7. Kindness- my cuppa tea
Random acts of kindness work.
Random acts of kindness can help businesses grow in surprising ways.
On the above link Peter Day talks with one woman who explains how the generosity of others has made all the difference to her company. Henrietta Lovell, the Rare Tea Lady, started her firm just before becoming seriously ill.
Through the kindness of strangers she has managed to return to health and run a prosperous company. She is now a great advocate for spreading the idea that kind gestures are an important force in the way we conduct our personal and professional lives.
Use your customer’s imagination. The big idea that will revolutionise your market space is already in your customers’ minds. All you need to do is empathise — see the world and imagine the future through your customers’ eyes.