Perth Media team

Adapters: Exceed Customer Expectations, says Perth’s Captivate Connect

Mark Horwood of Captivate Connect

Mark Horwood of Captivate Connect

Not all Australian companies understand the importance of customer experience, warns Perth entrepreneur Mark Horwood who is changing how businesses around the world relate to clients.

He says customer experience quantified a person’s emotional response in dealings with a company or organisation, and most major US corporations had hired a director of customer experience.

 “We need to look at some of the reasons that this is important, that a customer ‘feels’ an emotional attachment to a business,” Mr Horwood said.

His firm, Captivate Connect, developed new technology to defeat frustrating on-hold phone calls by helping organisations to interact with consumers who were waiting to speak to a staff member.

Mr Horwood says businesses and organisations must exceed consumer expectations to enjoy the benefit of positive customer experiences.

He noted the evolution of commerce with disruptors, such as Uber Eats and Amazon, and commoditisation, in which products or services became indistinguishable from similar ones.

Mr Horwood continued: “Do you ’feel’ any emotional connection to Amazon or the Uber Eats delivery person? Nope. Can you remember the name of the restaurant from which the Uber Eats bag emanated? Nope.”

He said commoditised products had thin margins and were sold by price, not brand. Typically, ever cheaper and common technology was sold by more suppliers who lower prices even further.

“So, when a business does not want to be seen as ‘the same as everyone else’ – chasing prices to the bottom and squeezing margins – what can it do,” Mr Horwood asked.

“It must make the business different in the mind of the customer,” he explained.

“To do this, it needs to create a connection – not an Uber Eats bag type of relationship, but one where the customer forms an emotional connection. One that is memorable long after price is forgotten.”

Mr Horwood said a five-star restaurant that met customer expectations had done just that. But a pasta joint in the suburbs that exceeded customer expectations might be more memorable.

“Which of these two restaurants are you going to bother rating on Google,” he asked. “Which will you tell your friends to go to?”

He went on: “Larger corporations have the most to give and the most to gain from improving customer experience as generally they are not too good at it.”

Mr Horwood singled out being kept waiting on a telephone as a pet hate. “Why do they do that in this day and age of modern technology when there are so many caller preferred options,” he asked.

Captivate Connect’s world-leading phone technology offered entertainment to people on hold as well as information, a quiz, several genres of music and, importantly, a podcast, download of the company app being called and option to be called back.

The internet helped Captivate Connect establish a bigger customer base in the US than Australia.

“From a business perspective, you gain from this new service not only from having improved customer experience, but higher Google ratings and, of course, the business database grows from every number that requests the quiz or app or podcast link,” Mr Horwood said.

He said customer experience differed from customer service. The latter concerned human interaction and directly supporting customers but was only one aspect of dealing with customers.

“Customer experience is the sum of the entire customer journey with your business,” he said.

For more information go to: www.captivateconnect.com

This article is one of many featured in 'Adapters', a series in WABN exclusively for Perth Media clients, profiling news of

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New Perth Media Office: 10/117 Broadway, Nedlands

Come in and see us!

Come in and see us!

To celebrate our new office opening!

For the next month, we are offering exclusive Media Release writing services. For $500 (plus GST) we can draft a tailored media release/blog for your company/organisation with one of our experienced consultants.

Reaching 40000+ Readers: Perth Media Clients and Partners Feature in WA Business News' Adapters Column

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Perth Media clients and partners are continuing to reach 40,000 plus audiences by being incorporated in WA Business News Daily e-news bulletins.

Here are the first couple Adapters, spreading innovative news of Perth Media, its partners and  small business, start-up and not-for-profit clients.

https://www.businessnews.com.au/article/Joondalup-Bike-share-Planning-for-Success

https://www.businessnews.com.au/article/Perth-Media-Official-Partner-for-Energy-and-Mines-in-Perth-June-27-28

The opportunity is only available to Perth Media clients. Terms and conditions apply, it is only for clients on monthly retainers.

 

Blogging Tips: Media Training with Denmark Chamber of Commerce

Last week, we spent several days in Denmark in the remote south coast of Western Australia - one of the state's most beautiful spots. More than 20 came along to a Perth Media training session (facilitated by the Denmark Chamber of Commerce), and here are some of the tips we shared. Happy blogging!


1.     Go with your strengths: vlog, pics, individuals in the team strengths, photos, writing.

2.     The power of great writing is immense, to draw followers/customers.

3.     Positivity important.

4.     Sell your experiences.

5.     Promote events. Events generate news/customers/drives economic development.

6.     Design your blogs with your preferred social media in mind: instagram; twitter; facebook; linkedin..They all have different needs and different audiences, you can't tell/force your customers which social media to use.

7.     Work out how to share your content.

8.     Create content/blog calendar with deadline. Includes testimonials (3rd party endorsements); FAQs (frequency asked questions); video; long and short blogs. Blogs do not mean long columns. There maybe only one long blog each year, but make it a good well-written one.

9.     Content strategy has to be responsive; constantly changing; has to be flexible, and needs to respond to audience.

10.  Content strategy, needs to be seasonal. IE Christmas/Easter/Winter (bonfire themes; bushwalking); writers festival; Denmark Experience; Long table lunches; poetry/music festival, are examples. Festivals provide multiple ideas for content IE performer profiles; acts; reviews; insights of different skills for experiences, IE botanist walks; indigenous experts; cooks; films. Film tours/content on the back of Tim Winton’s Breath. Holiday packages around Breath tours.

11.  Look into possibility of outsourcing editing. Don't be delusional about your own copy/editing skills. It will impact on your brand.

12.  Quirky stories, are gold. ‘For outsiders everything is interesting,' says Creative and Digital consultant Andal Shreedaran at Perth Media. What is wonderful of Denmark and your own individual businesses?

13.  Collaboration, collaboration, collaboration. For blog distribution and sharing the load for events.

14.  Always check facts.

15.  Understand copyright.

16.  Build your own collection of images.

17.  Use press release/presspack stories as blogs.

18.  Read, read, read. Seek out good writing, understand the difference between good, mediocre and bad.

19.  Read your own writing aloud. Make every word count. Be strict cutting, and work on making writing clear. Be descriptive but not flowery and over the top.

20.  Volunteer for charity to get experience as a blogger. You can write the stories of those that need assistance, while you polish your craft.

21.  Identify your passions, your strengths, your interests.

22.  Tell only best stories, and start with the very best one first. Focus also on the opening para.

23.  Understand google rankings and the reason blogs impact on business sales.

24.  Develop relationships with other companies/bloggers/publications.

25.  Understand importance of themes in content creation and promotions.

26.  Do something every day, as part of your BD.

27.  Appeal to different target markets of your products. IE kid friendly; backpackers.

28.  Content strategy: incorporate key words, such as ‘Denmark’ ‘tourism’.

29.  The only thing stopping you writing and promoting your business is you.

Or too busy, call Perth Media now. We can help with a content package right now! cate@perthmedia.com.au

Our International Women at Perth Media

Perth Media would not be the company it is right now but for the valuable input of three creative, smart young women. Andal Shreedaran, who among many things is a podcasting expert and content trend researcher and presenter. Andal has recently joined us from Bangalore (India). Laura Murphy has brought a keen eye for graphics and love of writing. Laura hails from Ireland and is working on research into Instagram effectiveness and ideas.  Chanelle, originally from Perth, has started a Perth Media internship and is currently preparing research into Facebook trends in social media, and has already offered technical expertise. Thank you team, it is a pleasure to know and work with you.

Cate Rocchi (CEO of Perth Media)