Weekly Digital Marketing Newsletter - Week 19

Nielsen’s Tops of 2011: Digital | Nielsen Wire

Nielsen’s Tops of 2011: Digital | Nielsen Wire

Marketers Look to Integrate Email, Social, Mobile - eMarketer

Marketers Look to Integrate Email, Social, Mobile - eMarketer

Holiday Online Spending Exceeds $30 Billion - Forbes

Holiday Online Spending Exceeds $30 Billion - Forbes

eCommerce and Airport Customer Experience

As I stand in line waiting to find out my fate on my maintenance
delayed Delta flight, I can't help but wonder how eCommerce could help
solve this problem. It is a fact, airlines will have delays for either
weather, maintenance or scheduling. It's how the airlines respond to
these makes the difference between a world class customer experience
and crap. Here are a few thoughts for Delta, AA or any other airline.
Some of these things the airlines already do for their elite customers

1. Automatically rebook customers on delayed flights if the delay is
more than 1/2 the time of the entire flight. Do this for all customers

2. Use the power of your web site with things like iPhone apps and
Blackberry apps to interface with your customers ( wap sites don't
count).

3. On of the functions of the app should be a missing or canceled flight

4. Send an apology note to delayed customers and include a free drink
or snack coupon. For elite customers who spend more with the airline,
give them a free upgrade

5. Survey a subset of the delayed customer a few days after the event
to find out how their experience was and act upon what you find! Make
this a part of your business process, not a one time study

6. Send delay or update notifications to your customers to their
wireless devices

Just a few ideas that would help any airline deal with the inevitable.

It's how you react to a event that will create customer loyalty

It's my turn at the desk

Bob Steelhammer
iPhone out...

forest gump was right

There are many memorable quotes from the Tom Hanks movie "Forest Gump". The most memorable quote is (all together) "life is like a box of chocolates, you never know what you are gonna get". Life and business is a lot like this, full of surprises. Surprises that should be embraced. So what does this have to do with business and eCommerce? PLENTY

Every day online is a new opportunity to attract customers and find new ways to improve your customer experience. At the end of the day this is what it is all about. As I continue to say; people come to a web site and do one of four things;

1. Learn
2. Buy
3. Self serve
   
4. Leave

While most of us want surfers to do number two or number three; buy, convert or self serve (more on this in a future post). Number one (learn) and three (leave) are inevitable. Surfers must learn before they buy; this can be done on or off property. In most cases you want this done on your website as if it is done off property, there is that much more of a chance for surfers to go somewhere else to buy. Your competitors are only one click away. Our job every day as eCommerce professionals is to ensure that we expect the unexpected and more importantly react quickly. How do we do this; measure measure, measure. There is an old saying that goes: "you can't manage what you don't measure!" If you don't have a sizable investment in metrics or what I like to call metrology; you are "missing the boat". At Cingualr and later at AT&T we had a Director of Metrology, this person was worth their weight and more in the value that they delivered to our business.

The web unlike other sales channels is highly measurable and highly configurable. Look at EVERY campaign. Make sure you test everything you do; don't have one campaign, have two and measure the conversion of each, then dump the under performing one and work to improve the successful one.

Expect the unexpected and embrace what you find; but in eCommerce remember to measure it. Life is like a box of chocolates!

Bob

I'm trying to figure out why kamikaze pilots wore helmets

I am not trying to be comical here. This is a real question that we should think about.

Kamikaze, which means "Divine Wind" in Japanese, was Japan's last attempt to balance the ever increasing technological and material advantage of the American forces advancing to Japan. Kamikaze pilots would attempt to intentionally crash their aircraft (usually laden with explosives, bombs, torpedoes and full fuel tanks) into Allied ships with a goal of causing greater damage than a conventional attack such as dropping bombs, torpedoing or using machine guns. It was consider a great honor to sacrifice yourself for your country.

So what does this have to do with business or eCommerce. I submit that a lot can be learned from the Kamikaze's. These were honorable men that believed it what they were doing was right and just, but in the end the overall theory is fundamentally flawed. The flaw is the belief that you should sacrifice yourself (translate in business; key assets) to attain your goal. Or the theory that you should win at all costs. In my mind some costs are too high.

The flaws are strategic in nature, there is no substitute for a sound strategy and execution. This is true in war and in business and specifically eCommerce. If your firm does not have a sound strategy with goals and metrics, you are wasting your eCommerce investments.

You might have a beautiful website (translates to helmets for kamikaze pilots) but if you aren't converting your visitors or have actionable plans to increase your conversion rates it is useless and wasteful.

I mean no disrespect to the memories of kamikaze pilots and their families, I do however condemn the leadership that engaged in this practice. There is a parallel here too, leaders who preside over their eCommerce organizations rather than run them as an active sales channels are guilty of waste.

The analogy in this post to some might be a stretch, but think about it. Think about what is important for your eCommerce site. When it is all said and done, it is about the fundamentals; attraction and conversion. Fix these first else there is no need for helmets.

Bob