I love the movie 50 First Dates, and not just because I am a closet Adam San­dler fan. In case you haven’t seen it, it’s a movie about a girl with no short-term mem­ory who meets a guy deter­mined to make her fall in love with him, no mat­ter how many times she for­gets him.

I love this far-fetched sto­ry­line because it draws some strange par­al­lels to my daily life as a dig­i­tal mar­keter think­ing about cus­tomer expe­ri­ence. A cus­tomer inter­act­ing with you on social media for­gets or at least is eas­ily dis­tracted. Peo­ple might ask a ques­tion on Twit­ter, par­tic­i­pate in a Face­book con­test, and then repin one of your prod­ucts on their Pin­ter­est page—all before they browse your site. They come back a few times, but to them, it might still feel like their first inter­ac­tion with your brand.

Con­ver­sion is usu­ally a result of cumu­la­tive inter­ac­tions, and con­sis­tency is key in every cus­tomer inter­ac­tion. Cus­tomers have short atten­tion spans, espe­cially when they are bar­raged with infor­ma­tion. The aver­age per­son in the US is exposed to 5,000 brand mes­sages per day! In 2013, the aver­age atten­tion span of a cus­tomer brows­ing a given web­site was 8 sec­onds.

How can you be com­pelling when you only have 8 sec­onds to grab the customer’s atten­tion? The key is build­ing a holis­tic view of the cus­tomer and using it to cre­ate a con­sis­tent rel­e­vant experience.

Get­ting a Holis­tic View

You know why Adam San­dler got the girl in 50 First Dates. Even though he knew that the girl would for­get him the next day, he got to know her. He found a way to work with her lim­ited atten­tion span and built on that with every inter­ac­tion. She didn’t remem­ber him, but he remem­bered her and that was enough to cre­ate a connection

If you want to get your own happy end­ing out of cus­tomer inter­ac­tion, you need to take a holis­tic view of the cus­tomer. You need to cre­ate rel­e­vance and con­sis­tency for the cus­tomer by tai­lor­ing your approach based on who that per­son is and what he or she wants.

Iden­tity and Intent

Com­bin­ing data from social pro­files, cus­tomer rela­tion­ship man­age­ment tech­nol­ogy, pur­chases, and behav­ioral data such as click­streams can give you a full pic­ture of the customer’s iden­tity and intent.

Know­ing the iden­ti­ties of your cus­tomers will help you pro­vide the infor­ma­tion and con­tent they want. Know­ing the intent of the cus­tomers will help you present the rel­e­vant infor­ma­tion and cap­ture their inter­est. Two peo­ple might look at an auto dealer’s web­site, but their intent when vis­it­ing that site might be entirely dif­fer­ent. One cus­tomer might be moti­vated to buy a car right away, whereas the other already owns one and is look­ing to con­nect with other enthu­si­asts. Tar­get­ing the right infor­ma­tion based on those indi­vid­ual needs will help your com­pany drive sales and engage­ment to its pages.

Cre­at­ing a mem­o­rable cus­tomer expe­ri­ence requires know­ing your cus­tomer and build­ing on your interactions.

Con­ti­nu­ity in Identity

Cre­at­ing this holis­tic view is get­ting eas­ier with cus­tomers self-identifying when they use social media options such as Face­book, Google+, or LinkedIn to log in to a web­site, or through the use of third-party iden­tity aggre­ga­tors such as Gigya, Jan­rain, and Fliptop.

With this, busi­nesses can use what they know to cre­ate con­sis­tent, customer-focused con­tent. This tar­geted con­tent can grab cus­tomers, even when they don’t remem­ber pre­vi­ous inter­ac­tions with a brand, and keep them com­ing back for more. Much like 50 First Dates, it isn’t hard to get the girl, or the sale, when you use what you know about them to cre­ate a new relationship.

Sin­ga­pore—First Stop Is Online

The Sin­ga­pore Tourism Board (STB) wanted to rebrand Sin­ga­pore as a tourism des­ti­na­tion known for its con­cen­tra­tion of diverse offer­ings. As trav­el­ers become more active in plan­ning their own vaca­tions, the Inter­net becomes the pri­mary resource for find­ing infor­ma­tion about poten­tial des­ti­na­tions. In fact, over 50 per­cent of vis­i­tors to Sin­ga­pore who sourced for pre-arrival infor­ma­tion cite the Inter­net as their most impor­tant source. That’s why STB cre­ated YourSin­ga­pore. It tar­geted con­tex­tual con­tent based on users’ needs and inter­ests and real-time Web ana­lyt­ics, increas­ing its fan base five times over and more than dou­bling its site hits. Singapore’s tourism suc­cess lies in the fact that it is a des­ti­na­tion where no two expe­ri­ences are the same and no two peo­ple will expe­ri­ence it in quite the same way. This is as true now on the Web as it is in country.

Loy­alty as Byprod­uct, Not a Goal

Cus­tomer loy­alty shouldn’t be your goal. It should be the byprod­uct of a great cus­tomer expe­ri­ence. By focus­ing on cus­tomer expe­ri­ence, you are build­ing a rela­tion­ship as opposed to just mak­ing a con­nec­tion. A rela­tion­ship can cre­ate brand advo­cates who will influ­ence oth­ers to pur­chase from you. A con­nec­tion might only gar­ner you one sale from that indi­vid­ual. The dif­fer­ence between build­ing a rela­tion­ship and sim­ply gain­ing a con­nec­tion is directly dri­ven by how mem­o­rable your inter­ac­tion is.

More than 86 per­cent of con­sumers report that their buy­ing deci­sions are impacted by per­son­al­iza­tion and 62 per­cent expect con­sis­tency from the brands they shop with. Win­ning and keep­ing cus­tomers comes from show­ing them you know who they are and what they want.

1 comments
flexcapacitor
flexcapacitor

"You know why Adam San­dler got the girl in 50 First Dates. Even though he knew that the girl would for­get him the next day, he got to know her. He found a way to work with her lim­ited atten­tion span and built on that with every inter­ac­tion. She didn’t remem­ber him, but he remem­bered her and that was enough to cre­ate a connection."

Adobe, you are the girl and the Flash community is Adam Sandler. The Creative SDK was just released but not for your own platform. 


You care about creativity, so do we. We are trying to create the most creative experiences in the world. You care about creating a better world and making progress but yet you're holding it back by starving your own tool sets (the Flash Player, AIR, FB, Flex, FC and Flash Pro tool).


"A rela­tion­ship can cre­ate brand advo­cates who will influ­ence oth­ers to pur­chase from you." 

Half the members I know in the Flash community have been disenfranchised by Adobe's actions in Nov 2011 and on. Many of them are now negative brand advocates and after today's lack of news on Flash you are creating more. Many Flash developers are also web developers who use Edge, Flow and many other Adobe tools. What Adobe thought it was saving by neglecting it's own Flash Platform is actually going to cost them more. And no one wants to invest in Adobe's new software Muse, Edge, Reflow etc because of how they are treating their current customers. We're not going to buy into a new set of tools just to have you abandon them 5 years down the line. If anyone will get this it is you.


This was the vision and Adobe "pivoted" because HTML was popular. The problem with this is that your customer's business depend on you supporting the platform. Adobe can focus on other things but where it went wrong was to abandon it's current customers. This happens numerous times over the years. Here is the original vision that we all invested in, http://live.wsj.com/video/adobe-and-apple-ceos-square-off/5C074A32-B7A3-47EC-9B53-E7A8A5A04E49.html#!5C074A32-B7A3-47EC-9B53-E7A8A5A04E49


Here is more details of what is going on http://bit.ly/1vUshqD.