Customer Experience, from customer to ambassador

What happens when your favorite pub is run like your local bank? It is expected that the ranking “favorite” will soon disappear. In London the test has been put to the test Egmont Philips showed us at the evening’s kickoff event.

Egmont Philips, Marketing Director at DAS since June 1, 2017, took us on the^2nd Monday evening of October on his world tour of companies excelling in Customer Experience, CX for short. This, like big data, is big business these days. But what makes one company “more likeable” than another?

Using the examples of Zappos.com, Boeing, Changi Airport and ING, Egmont shared his insights with the participants. As a hotelello graduate, guest experience is central to Egmont, an aspect he sees reflected in these successful companies. But also authenticity, making real contact with the target group. For example, a “messy” workplace at Zappos.com is actually encouraged, to let everyone create their own place where they can be themselves. Boeing is another great example. Even at the door, Egmont is personally welcomed. Once inside, all the content on the huge screens is tailored to the visitor. Sales are made in the customer’s mood and an experience is offered. This experience has a positive effect on the perception of value. But also Changi Airport, which received its ^500th award for best airport two years ago, could not be missing from Egmont’s bucket list. People like to fly around to visit #ChangiAirport. By offering a unique experience, Changi Airport succeeds in turning visitors into ambassadors who share their positive experience on social media, among other things.

In addition to his international experiences, Egmont also gave us a successful example of Customer Experience from his time at ING Private Banking. To increase awareness of private banking among the target group of interest to ING, a campaign was set up in which a group of around 2000 millionaires was personally approached by mail. The package included a personal video, which started automatically when the “letter” was opened. Especially the personal approach, the feeling of recognition as a customer, made this campaign a success.

With inspiration from the above companies, after the coffee break it was time to get to work for DAS. The assignment was to create a campaign with an eye-catching Customer Experience to convince prospects and leads and generate conversion on the website. The obstacle for DAS is that SME entrepreneurs who have not yet experienced legal problems do not feel the need to purchase insurance or subscriptions in the area of legal support.

In a short period of time, participants came up with concrete, original campaigns. From “DAS question box” to increase accessibility, to a “what if it happens to you” truck in which the client can be taken through legal procedures in a driving judge setting.

Campaigns that can help Egmont take the next step with DAS. And that is the strength of Topmarketeers Network: the cross-pollination of knowledge from, and with, each other. Full of new insights, everyone enjoyed a snack and a drink before returning home.

For now, please see you at the next TMN session on Monday, Nov. 13, where Henry Robben, professor of marketing at Nyenrode, is going to challenge us to get the most out of every marketing role.