I’m a NARP.
Loyalty in the Age of Tinder. Part 2. This is Ground Control. Please be advised we are taking over from where we left last week.
The basics: This is not a love story, although it could be. It’s not meant to provoke even the slightest sentimental spark in you, dear reader. It’s just an uncouth, cold-blooded diagnostic on what being loyal to a brand in the age of Tinder actually looks like. See the full text here.
Welcome to my world.
I’m the prototype of what they now call a Non Athletic Regular Person, or in short a NARP. Some may argue, the bounce rate of presenting myself to you in this way just skyrocketed but trust me…it get’s worst. I also have to admit that I have an awful taste in cloths, basically due to a lack of a “modern-age denim personality” and it wouldn’t surprise you to find out that my profile pics never achieved to draw even the slightest itsy-bitsy spark of attention. Never.
Such a waste ¿right?… But before rushing into any overhasted conclusions bear in mind that most of the brand consumers are alike: just regular digitally empowered non athletic persons in search for your Love. And if you are able to engage with profiles such as myself properly you can go from zero to hero in no time. That leads me to the purpose of this second article: Ways of engaging with TinderGen consumers.
Tinder-Love is in the Conversation.
Now here’s one of the main lessons I’ve learned while using Tinder. Start chatting, once matched up, it’s easy. Getting a reply is the hard part whereas getting a second reply that makes sense can make you feel like winning the Champions League and Triathlon Olympic Gold medal in one-especially given the conditions described above.
Translating this situation to the consumer-brand relationship allowed me to explain a series of behavioral aspects, that we, as marketers, are so keen on analyzing these days:
Use the right tools: We don’t want to use apps, websites or any social media channel to engage with a brand. We want to chat. And if that’s not quite new to you let me put it this way: the chats are the new loyalty perks. Plus if the chat can support video streaming even better. It’s easy, it’s fun but furthermore it’s about you and me-so let’s take it private. Now the fun part of this is that, as it currently happens in Tinder, the consumers (the NARPs) will most probably have more threads open at once eagerly seeking to get a reply. Whoever replies back the earliest takes the fair share of attention and may succeed in sealing the sale.
Master the anxious consumers need for speed: I bet it happens to you all the time. Don’t you sense a warm rushing sensation of a hot flash that slowly turns into fury and eventually into booming anger whenever you enter a website, have a question related to one of their products and see that on their “Contact Me” page you can only send an e-mail? It drives me mad. In no time I switch to Twitter or Facebook and boy do I make sure they get my message. The fact of the matter here is that we have no patience at all when we address any inquiry, concern or feedback. I said “Hello!” now you, Brand have to answer to me! As in, right now! Not so easy to achieve from a brand perspective isn't it?! Delivering quick and effective service at-scale is one of the most time & effort consuming activities of all. The operational speed to market needed and the tremendously flexible and trained personal are issues currently faced by most brands. Add to this the reorientation of more traditional channels such as Contact Centers for instance. Their time seemed to be faded for a while, but now due to the digital empowerment they are back on track positioning themselves as rather customer service providers then sales reps.
Seek the match, own the chat: With the TinderGen is all about maintaining the chat alive. “OMG u won’t believe what just happend 2 me? Wanna grab a bite and see a movie? How’s u’re day? Mine horrible.” etc. Easier said than done…Most consumer-brand chats are nowadays empty. Brands don’t tell consumers what they want to hear whereas consumers are not even telling brands what they need. Hard days for everlasting relationships isn’t it? Now here’s where me, the NARP, stand on this matter: it takes two to keep a conversation alive. The brands need to seek micro-discussion points, relevant enough to get the consumer’s attention, whereas we as consumers need to open-up more to the brands of our interest-respond, give our feedback, show our concern.
Back to me.
For the sake of the argument I must admit I lied. My profile pic did got some views actually. Three. But that’s the least important thing I’d like you to take out of the story.
We have to acknowledge that TinderGen is also changing the way we understand brand-consumer communication. It’s all about imminence, relevance and keep the chat alive. But mostly it’s about remembering that by swiping right I can like you whereas swiping left I can hate you forever!
Stay with me for more…
It’s a match. Let’s chat about it. Dan C.M.