How to boost customer engagement

Startit Admin

Monday 11 June 2018

How to boost customer engagement

Speaker: Dr. Elliot Hedman, mPath, background GoogleX and Ideo background.

“Our edtech research shows how much children love learning, more than games and badges. Yet software prevents children from getting to these learning moments. At the same time, retailers are constantly preventing their customers from learning about products. We’re so focused on marketing messages, we have forgotten how we learn. Kid’s videos and MOXO sensor data will show how to combine learning and play together to engage. We’ll also explain why water fountains are the best way to sell vacuum cleaners.”

Have you ever entered a retail store, looking for a product, and didn’t find it even if it was just there in front of you? These zillions of labelled cardboard boxes, signs, price tags, offerings, discount notices drive you mad in such a way that you just don’t see them anymore? Don’t worry, it’s human. Apparently many people, from retailers to their marketing teams, have forgotten how we learn: by doing & experimenting. Ever wondered why the Apple stores are such a huge success? Experiment based set-up, no salespeople but techies explaining what you can do with the cool new product, no payment desk but you just pay directly to the person helping you, minimalist store design so all focus is on the, almost sacralised, product.

We’ll provide you with the key takeaways, because you can listen to the whole keynote of Dr. Hedman (which is a little bit weird because, well, he’s a really special, but great guy ;-) online.

These are the Top 3 Ways to Learn:

  1. Interaction. People learn through interaction, not passive stuff. Kids are great in direct feedback. Let them figure out for themselves, experience in order to learn
  2. Acknowledgement: we tend to punish children, employees,... when they did something wrong. It’s far better to reward when they do something correct. How eager are we, sometimes way too much, to earn or get coins, stars, likes, smileys,...
  3. Social: the number one motivator in the room is the caring teacher. If you’ve learnt something it is very rewarding to teach it to someone else.


How to get your customers to learn:

Customers in your store are like kids in a classroom, but they are not in the learning mindset. Still you try to drown them with all kinds of messaging. There is something called: the tyranny of choice. Not knowing how to make a choice lowers the confidence in your product. People WILL walk away from your store, even if there is an abundance of the product that they are looking for. The problem? Yes: the abundance. Of signs, messages and choice. You have only got 30 seconds to teach, and they are not willing to learn. How to cope?

Be very simple about the info. Putting out to many signs doesn’t help. People don't read all these signs. It’s blur to them. The same story goes for a website: use very short but strong messages
Help customers learn through meaningful interactions. Take this very literally: give interactions meaning by letting customers do actual meaningful and fun stuff. Get customers to interact with your product by showing what it actually can do.
And this is an important one that often contradicts with pressure to sell: empower employees to help customers understand the product, play with it together, not to upsell shit. Your employees are your best teachers, but they don't feel that way because they don’t get empowered to act as such.


Listen to the full keynote here.

If you want to watch the keynote, it’s on the website of the speaker: click here!


Blog by Lode Uytterschaut 
Twitter: @Luytterschaut