The latest in surveys, content marketing, deleting and behavior from El Dorado State and the Spirit of America
Study Reveals a World of Difference
When it comes to English speaking consumers from different countries, we might all be saying the same words. But a recent study on customer expectations by the Medallia Institute finds we’re not all using the same language.
The study examined customer feedback scores across 15 global languages to reveal how people from different cultures evaluate their experience with a business.
The language groups included American and British English, Mexican and South American Spanish, French speakers from France and Canada, along with multiple Asian groups from Korea, China and Japan, among other regions. Additionally, consumer ratings were examined for both in a native speakers’ country region of origin and abroad with over 10 million feedback scores collected overall.
Groups with the highest average satisfaction scores were:
- South American Spanish speakers: 12.54 points above the baseline
- Portuguese speakers in Brazil: 5.36 points above
- French Canadians: 4.93 points above
- Russian speakers: 4.35 points above
Groups with the lowest average satisfaction scores were:
- Japanese speakers: 25.54 points below the baseline
- Dutch speakers: 19.4 points below
- Swedish speakers: 13 points below
- Chinese speakers: 11.5 points below
“The strength of any customer relationship is strongly influenced by prevailing cultural expectations around factors like authenticity, timeliness and respect,” said Dorian Stone, VP of Customer Experience Strategy and Marketing at Medallia, headquartered in Palo Alto, Calif.
Autopilot Gets Personal on Personalization
Marketers have a lot of responsibility, according to Guy Marion, CMO of San Francisco-based Autopilot. In fact, according his recently released whitepaper: “Marketers are now responsible for a 360-degree customer experience to build deeper, more meaningful relationships.”
That’s a lot to put on anyone’s shoulders. But in the report, “3 Things Marketers Need to Know About Succeeding with Personalization,” Marion uses survey information compiled from 1,200 US-based consumers theoretically to take some of that load off.
According to Marion, key findings of the survey show:
- Consumers expect timely, knowledgeable and personal content.
- Consumers are four times as likely to respond if content is personalized.
- A top priority for consumers is having control and context in how and when they engage.
And since no survey is complete without numbers, some of the numerical results include: 72 percent of consumers are frustrated with generic marketing; 75 percent are more likely to respond to an offer that is personalized; and 20 percent responded negatively to companies that use browsing and purchasing history in marketing.
On the Cutting BrightEdge
Officials at BrightEdge are saying: It’s compelling! It improves customer experience! It bridges gaps between content and ROI!
Stop them if you’ve heard this one before…. – really, they said that too.
But they also boast that with the two new solutions released this week, San Mateo, Calif.-based BrightEdge has “indexed the entire web.”
Sounds just a tad over the top, but the more down to earth claim is that the products, Content Atlas and Intelligent Experiences, work together to “create real-time visibility into an organization’s content marketing program.”
A cloud-based multi-dimensional dashboard, Content Atlas allows marketers to access insights on content to more easily communicate the impact on business results; and Intelligent Experience “empowers practitioners to create more engaging, curated experiences for consumers.”
According to Jim Yu, BrightEdge CEO: “If Content Atlas is the ‘what’ and ‘why’ for marketing leaders, Intelligent Experiences is the ‘how’ for practitioners.”
Controlling the App Delete
Somewhere, someone in your company has just created the perfect app. Pretty, shiny, full of wonderfully useful app-things. Chances are that shiny app will be gone in just thirty days.
That depressing piece of news is courtesy of Localytics recent data analysis, which claims that:
- 75 percent of users who log just one app session in the 30 days after the app download will churn
- Only 14 percent of users who complete 11 or more sessions in the first 30 days will churn
- 58 percent of app users churn in the first 30 days after they download your app, on average
And with those numbers somewhere, someone in your company is feeling rejected.
But the folks at Boston-based Localytics want you to know they have a formula they claim will turn that churn around – the 3x3 Rule.
According to officials, “the more sessions a user completes in the first 30 days after downloading an app, the less likely they are to become inactive.” And of the users who are encouraged to have three sessions in the first three days after downloading the app, only 29 percent will churn – aka the aforementioned 3X3.
The solution, according company officials is the following “3 Ways to Encourage 3 Sessions in the First 3 Days:”
- Nail the first session - i.e. the initial onboarding experience - with in-app messaging
- Remind users of your app with a remarketing campaign
- Offer a “new friend” promotion with a targeted push notification or email message
A more detailed explanation can be found here.
And that should make that someone, somewhere in your company a lot happier.
Have you been wondering about your mobile app users’ behavior? Evergage for Mobile Apps wants you to wonder no more.
The new solution is available immediately, and, according to Evergage officials, “provides actionable, real-time information so digital marketers can better engage users with relevant, personalized experiences.”
Features and benefits of the program include:
- Real-time behavioral tracking
- Unified view of customers
- Centralized cross-channel data and campaign management
- Single application from a single provider
- Evergage’s core capabilities applied to a mobile app environment
Karl Wirth, CEO of Somerville, Mass.-based Evergage, boasted, “Customers can unleash the power of Evergage, including tracking and personalization, within their mobile app environments, and save time and increase effectiveness by not having to use two different tools – one for Web and one for mobile.”
The company launched Evergage for Mobile Apps this week at its 2015 Client Summit in Boston.
Title image by Hoài Anh Bino.