Hacking consumer insights with customer engagement
How a ubiquitous rewards app can change the way you approach marketing data.
In the same way keeping up with the Internet is key to your success in marketing, so is maintaining an adaptive and sustainable market research strategy.
Consider data to be the commodity of the internet, if this is the case, it is essential to have a positive and value driven relationship with those who create it, the consumers.
The market is changing quicker than ever before, getting real-time customer insights is an essential prerequisite to your product staying relevant. The role of the marketing manager should be to find the best possible channels to keep up to date with these real-time updates and tailor the product and media to best respond.
With the ubiquitous presence of social media, the customer feedback loop has increasing importance, yet is more complex to navigate. Businesses are constantly innovating new ways to increase consumer engagement, build loyalty and shorten the feedback loop at every turn. Creating a sustainable engagement cycle where consumers both enjoy and are rewarded for proactively improving their favourite products is the next step in this evolution.
In a digital economy driven by the competition for attention, how can you possibly get the customers attention for long enough to answer your questions?
Engage the consumer to provide relevant insights
Often the insights you acquire from traditional surveys are outdated or incomplete. It’s hard enough to get a user to part with their money to buy your product, let alone their time to provide feedback. Yet this information is extremely valuable to any marketing team and can be the difference between creating a solid marketing strategy or a misguided one.
Here are two strategies that you can implement today which will increase engagement between the consumer and brand directly and in turn acquire more valuable marketing insights:
Reward Contributions
Customer insights and rewards programs are a match made in heaven.
Loyalty is earned, not received.
Provide intrinsic value to the customer in exchange for their insights and the consumer will be far more open to parting with their time and attention. Rewards currencies are fantastic catalysts for earning valuable customer insights. Make these value and information exchanges regular and over time you’ll also earn consumer loyalty.
Examples:
Pure Profile: This app rewards users for filling out surveys and building a profile of their opinions. The user is rewarded with cash for their opinion.
Hungry Jacks: Did you know you can get a free burger from Hungry Jacks if you complete a customer feedback survey? Well, it is on the receipt.
Bron Rewards: Users are rewarded in Bron Points for submitting their spending receipts and providing a quick customer experience statement. These points can then be redeemed within the ecosystem for better value from their favourite stores, or for cash. Users also earn from referring friends and answering fun questions.
2. Make surveys fun
Rewards swipe right to consumer insights.
Innovating the delivery of information is the constant struggle for all marketing gurus. How can we change the way surveys are delivered to create better more complete and honest data sets?
Firstly you’d have to make the survey sexy. Tick the box lists and 200-word responses are not sexy.
Gamify the delivery of your questions and incentivise a response. Interfaces are important, and they can make a huge difference in maintaining the consumer’s attention. For example, in the Bron Rewards program instead of answering dull Yes/No questions, consumer swipe left or right similar to the experience on Tinder. This small modification to how consumers deliver insights is more engaging for the user so they maintain attention, therefore by using this method you can generate more authentic insights.
Or maybe a chatbot could ask the important questions and reward contribution for you?
What else can we learn from this style of customer engagement?
Don’t forget to reward these people for contributing their opinion and moreover, their data and time.
Mitchell Travers does Product Development and Community Growth for Bron Rewards @bron.tech.
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