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Wednesday, October 3, 2018

Do Brand Advocates Have to Be Real In the Digital Age?

She has over 1.2 million Instagram followers.

This past June Time magazine named her one of the “25 Most Influential People on the Internet.”

Her carefree lifestyle includes skateboarding with friends, visiting New York for fashion shoots and attending the Coachella Valley Music Festival.

She’s Lil Miquela --- oh by the way --- she’s not a real person but rather is a CGI (a computer generated image), a 'digital human'.  Similarly Shudu, billed as the world's first 'digital supermodel', is also an avatar. 

If these revelations sound hard to believe or if they're a surprise to you, we’re betting they won’t be for much longer.   CBS This Morning recently reported that computer-generated social media influencers, like Lil Miquela and Shudu, are projected to become a $2 billion industry by the year 2020.  CBS further reported that “CGI creations … have the potential to become big-name influencers that one day might rival sponsored posts by a real-life Kardashian or Jenner”. And, we’ve documented in the past the kind of money that means.


Good or Bad News?

The obvious question, should all brands be creating their own CGI influencers?  Cathy Hackl of Atlanta-based You Are Here Labs unequivocally  says, “Yes!”  We can only guess that she might further suggest that big brands should have different CGI influencers to match each and every major persona that their marketing team identifies as key to their brand.
 
On the other hand, Jennifer Grygiel, a social media professor at Syracuse University’s Newhouse School, has called the use of digital characters (who appear nearly lifelike) in marketing “deeply problematic.” We assume Professor Grygiel is looking at the situation from the point of ethical challenges we would hope this practice should raise.


What Do You Think?

We have to wonder how many of Lil Miquela’s  1.2 million  followers know that they are spending time and being influenced by a “person” that is solely a prop for the various brands that have bought into this fictional character.  But it’s even more frightening to consider that these followers neither know nor care!

8:36 am edt          Comments

Tuesday, September 11, 2018

Jet Blue Anticipates Complaints Rather than Waiting for Them!

 

Our good friend, MaryAnn, was on a JetBlue flight heading home to Boston a few weeks ago.  The flight connected through New York, JFK.  Her initial flight landed on schedule in New York before 7pm, and the second leg of her trip home was scheduled to depart at 8pm.  The trip from JFK to Boston normally takes about an hour, so with just a little luck our friend was anticipating being home around 10pm.  She was at the gate and ready to go.


But Then...

But then things took a nose dive.  First a text from JetBlue announced that takeoff would be a delayed until 9:10pm. (Good communication is important, right?) Then another delay announcement, and another, and another.  By the time the evening ended, MaryAnn arrived home at about 2:30 AM.  That made for an extremely long day.


Then Something Even More Unusual

Before most of the passengers on that flight had awakened the next morning, their phones had received the following personalized message from JetBlue (issued at 5:30am):


              
We sincerely apologize for the inconvenience you experienced on JetBlue Flight #918. We understand how challenging it is when travel plans are disrupted.
              As a gesture of apology and goodwill, we have issued each eligible customer* on this flight a service credit in the amount of $100.**
(** This compensation is issued in accordance with our Customer Bill of Rights. For more information click here.)


No waiting for customer complaints to come in.  No excuses or double-talk about acts of God.  No hoping that some of the passengers led such busy lives and had been worn down by previous airline delays that they might not even notice (or take the time to complain).  No delays in the process to run the costs of the credit by some senior manager for approval.  Just an apology and a generous credit.


When the story of the flight was told to us the aggravation seemed somewhat tempered, and the mention of the quick apology and the $100 credit was a significant part of the conversation.

 

Is Jet Blue Needlessly Spending Money?

Let’s be realistic.  There were a minimum 100 passengers on Flight #918 that evening, so handing out all those $100 credits just cost JetBlue $10,000 or perhaps more.  It wasn’t cheap – or was it?


Without their immediate apology and the credit, JetBlue would have suffered:

  1. Increased calls, emails and letters to their customer service center – perhaps multiple contacts – from disgruntled Flight 918 passengers.Obviously handling those communications costs money.
  2. Added call volume resulting in delays in answering other calls from customers who had nothing to do with Flight 918, thereby compounding the dissatisfaction of even more customers.
  3. Loss of future business from customers who didn’t even bother to contact JetBlue but who simply decided to reduce their future bookings with JetBlue.
  4. Negative word of mouth from the involved customers whose only remaining recourse would have been to complain to friends and acquaintances.

Plenty of negative word of mouth from customers as they related their ‘night of misery’ with JetBlue to friends, family members, neighbors, co-workers, and strangers on all those blogs and online review sites.

A Great Decision; We Think!

We don’t have the inside look at the JetBlue business model to say for sure that the cost of all that damage would have totaled more than $10,000, but it with the price of airline tickets it seems that the potential loss in sales caused by the negative word of mouth generated by 100 passengers alone would have been much greater.


We’ve all heard case studies about how customers whose complaints are addressed become more loyal to a business than non-involved customers.  JetBlue’s actions in pre-empting complaints sets a new, higher standard which we have to believe will produce even stronger customer appreciation.

 

The Underlying Lesson

When you or your organization fails a customer:

  • Act quickly.
  • Admit to the problem, apologize, and keep it simple (Don’t start trying to make the complexities of running your business the customer’s problem).
  • Don’t wait for the complaints and the negative word of mouth to get started; preempt complaints by acting as customers would wish you to act - acknowledge your mistake, solve the problem, show them you appreciate their business! 

 

10:23 pm edt          Comments

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Customer Experience Partners, LLC
Measurement, Management, Optimization
Contact us at: 203-655-0090 or
pruden@customerexperiencepartners.com

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