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.