February 27, 2014 Patricia Ferreria
Who would have thought that? In a world where our phones are held to a higher standard than even some people in our lives, who would have thought that in a recent survey mobile would come a close second to customer service. Of course I am being sarcastic about that statement. Is it really that surprising? This is something marketers should have figured out long before 2014. Consumers are the driving force behind mobile devices so of course their opinion should matter to the brand. Anything available on a mobile device that is going to make a consumers life easier is going to make them happy. Brands are becoming more involved in consumers’ habits, interests, and their thought process.
A great example of a brand that has made their consumers’ shopping experience more pleasant is Indigo. Through the Plum rewards program and their Facebook presence they are able to connect and interact with their consumers. Through Facebook, consumers are able to give Indigo feedback on the Plum Rewards. This gives Indigo the edge of being able to get the information they need to satisfy their consumers and in turn make their consumers feel like their opinion is valued. Also, through this rewards program consumers are able to receive discounts on books, collect points and the Plum Rewards program can recommend books especially tailored to their interests. In addition, through their mobile devices they are able to access their Plum rewards account, if they aren’t making their consumers happy, then who is?
By using mobile and social media Indigo is able to resonate well in the mind of their consumers. This program has allowed the brand to build a great connection with consumers, and in doing this they are able to keep their consumers happy. Customer satisfaction through mobile at its best folks.
Patricia Ferreira, Raven5 Ltd, Oakville, Ontario, February 2013.