Growth Stage - Keynote #1 - Crafting Memorable Product Experiences
Summary
TLDRThe speaker at a Jakarta conference discusses crafting memorable product experiences to unlock limitless customer lifetime value (CLV). They share insights on integrating product and brand experiences, emphasizing the importance of a seamless customer journey across digital and physical platforms. Using examples like McDonald's and clevertap's automated product, the talk highlights the significance of understanding customer segments, leveraging technology for personalization, and the strategic approach to pricing and packaging to enhance CLV.
Takeaways
- 🌟 The speaker emphasizes the importance of crafting memorable product experiences to unlock limitless customer lifetime value (CLV).
- 🤖 The goal at CleverTap is to create such an automated product that marketers are not needed to change 'light bulbs,' indicating a high level of product self-sufficiency.
- 🛍️ Brand experiences have evolved, and these experiences should be mirrored within products to maintain consistency across digital and physical touchpoints.
- 🍔 The example of McDonald's illustrates how a consistent brand experience is crucial, and the same principles apply to the digital world where tangible cues are absent.
- 🔄 The customer journey is not linear, and a seamless experience is necessary across various channels to increase customer lifetime value.
- 🔗 The line between product and brand is blurring, and integration of marketing and product management is vital for a cohesive customer experience.
- 📈 CLV is a composite metric that measures the relationship with a customer, influenced by both positive and negative experiences.
- 💡 Value is defined by the incremental revenue from customers and their perception of gains from the brand, product, or tech stack.
- 🔑 To maximize CLV, it's essential to understand customer value through segmentation, personalization, and leveraging the right engagement channels.
- 🛫 The company Emirates is highlighted as an example of effectively understanding and segmenting customers to predict value and optimize engagement.
- 💼 CleverTap's approach involves using technology like Tesak DB for merging product and marketing tracks, and tools for segmentation, recommendations, and instant messaging to enhance customer engagement.
Q & A
What is the main topic of the speaker's presentation at the Jakarta conference?
-The speaker's main topic is about crafting memorable product experiences to unlock limitless customer lifetime value (CLV).
How does the speaker describe the automation level of CleverTap's product?
-The speaker describes CleverTap's product as highly automated, to the point where it doesn't require marketers to change a light bulb, implying minimal human intervention in the marketing process.
What is the significance of the McDonald's example in the script?
-The McDonald's example is used to illustrate the importance of a seamless brand experience both in physical and digital environments, and how it contributes to the overall customer experience and brand perception.
What does the speaker mean by 'the line between the product and the brand is blurring'?
-The speaker means that the distinction between what constitutes a product and what constitutes a brand is becoming less clear, as both are now integral parts of the customer experience.
What is the role of customer lifetime value (CLV) in product development according to the speaker?
-According to the speaker, CLV is a composite metric that measures the relationship with the customer and is crucial in product development as it helps in understanding the incremental revenue potential and the value customers perceive from the product.
How does the speaker suggest measuring the impact of brand and product on customer engagement?
-The speaker suggests integrating marketing and product management efforts to measure the impact, ensuring that both can claim their contributions to customer engagement and purchases.
What is the importance of a unified tech stack in delivering customer value?
-A unified tech stack is important as it allows for seamless customer experiences, which in turn can increase customer loyalty and CLV by providing consistent and personalized interactions across all touchpoints.
What does the speaker mean by 'hyper-personalization' in the context of customer engagement?
-Hyper-personalization refers to tailoring campaigns and messages to individual customers based on their specific behaviors, preferences, and interactions, with the goal of increasing engagement and loyalty.
How does the speaker describe the process of increasing CLV through product changes?
-The speaker describes it as a process of understanding customer segments, predicting their value, optimizing engagement levers, and personalizing messages to build brand loyalty and increase the customer's lifetime value.
What are some of the key factors considered in CleverTap's approach to pricing and packaging their product?
-Key factors include being customer-centric, value-based, ensuring a clear ROI, scalability, and creating a frictionless sales process.
Can you provide an example of how CleverTap has successfully increased a customer's CLV?
-One example is Dream11, a fantasy sports brand in India, where CleverTap helped send out 100 million campaigns within minutes during a pre-match window, resulting in a 5x return on investment in terms of engagement.
What is the 'Remote Config' feature mentioned in the script, and how does it contribute to increasing CLV?
-The 'Remote Config' feature allows for the dynamic adjustment of UI elements and campaign timings without engineering help, enabling hyper-personalization and optimal timing of engagements, which can strengthen CLV.
How does the speaker define value in the context of customer relationships and CLV?
-The speaker defines value as the amount of incremental revenue that can be derived from customers, and from the customer's perspective, it's about the gains they can receive from the brand, product, or tech stack, which is inversely proportional to the bad experiences they have.
What are some advanced frameworks to find value besides the value proposition canvas mentioned in the script?
-The speaker suggests that the value proposition canvas is just a starting point, and the actual framework for finding value should be customized based on the specific ICP (Ideal Customer Profile), the number of users, and the industry in which the company operates.
How can a company obtain superior customer value?
-To obtain superior customer value, a company needs to merge brand experience, product experience, and tech stack, understand and segment customers well, and target them at the right time with the right engagement model.
Outlines
📈 Crafting Memorable Product Experiences
The speaker begins by expressing gratitude for being invited to the conference in Jakarta and highlights the importance of engaging with product professionals to improve their products. The session's focus is on creating unforgettable product experiences to unlock limitless customer lifetime value (CLV). The speaker shares an anecdote about an analyst's questions regarding CleverTap's scalability and non-star metric, using humor to illustrate the product's high level of automation. The narrative then shifts to discuss the evolution of brand experiences and the challenge of replicating these within digital products, using McDonald's as a case study to emphasize the need for consistency across different touchpoints. The speaker promises to delve into how CleverTap integrates into the ecosystem to deliver seamless product experiences.
🔍 Measuring Impact and Defining Customer Lifetime Value
In this paragraph, the speaker discusses the importance of measuring the impact of both brand and product on customer acquisition and retention. They emphasize the need to reconcile marketing and product efforts to understand which initiatives are most effective in driving sales. The concept of customer lifetime value (CLV) is introduced as a composite metric that reflects the depth of the relationship between a customer and a brand. Using examples from ride-sharing services in India and loyalty programs, the speaker illustrates how different experiences can affect CLV. They stress the importance of a seamless customer experience to increase CLV and how the integration of marketing and product strategies is crucial for maximizing this value.
🛠 Building and Unifying the Tech Stack for Customer Insights
The speaker elaborates on the process of understanding and segmenting customers to deliver seamless engagements and increase customer lifetime value (CLV). They discuss the importance of having a 360-degree view of customers across various channels and touchpoints. The speaker introduces CleverTap's technology, including its database, segment builder, and recommendation engine, which work together to provide personalized customer experiences. They also touch on the significance of packaging and pricing strategies in product development, emphasizing the need for customer-centric, value-based, and scalable approaches that minimize friction in the sales process.
📊 Pricing and Packaging Strategies for Customer-Centric Value
This section delves into the intricate process of pricing and packaging a product. The speaker outlines the business goals of trust, friction reduction, and growth, and describes the research methods used, including customer calls, competitive analysis, and internal data review. They detail the steps taken to understand customer segments, predict value, and optimize engagement strategies. The speaker also explains the importance of packaging methods and pricing strategies such as value-based pricing, bundle pricing, and geographic pricing. The result of these efforts is a flexible and scalable pricing model that caters to a wide range of customers.
🚀 Leveraging AI for Personalized Customer Engagement
The speaker concludes by discussing the application of CleverTap's AI platform in enhancing customer engagement and CLV. They highlight the use of real-time campaign deployment for a sports brand, Dream11, and the implementation of remote configuration features that allow for dynamic UI adjustments without coding. The speaker emphasizes the importance of sending clever, timely, and personalized campaigns to the right audience segments to achieve superior customer value. They also address the question about advanced frameworks for finding value, suggesting that the value proposition canvas should be customized based on the company's ICP and user base. The ultimate goal is to merge brand, product, and tech stack to offer a seamless experience that defines superior customer value.
Mindmap
Keywords
💡Customer Lifetime Value (CLV)
💡Product Experience
💡Brand Experience
💡Seamless Integration
💡Hyper-personalization
💡Segmentation
💡CleverTap
💡Tech Stack
💡RandomAx Technology
💡Journey Orchestration
Highlights
The speaker emphasizes the importance of creating memorable product experiences to unlock limitless customer lifetime value.
CleverTap's goal is to automate their product to the extent that marketers are not needed for changing 'light bulbs', symbolizing innovation and efficiency.
The evolution of brand experiences has been disrupted in the digital world, requiring seamless experiences across different touchpoints.
The McDonald's example illustrates the importance of consistent brand experience both in physical and digital platforms.
The speaker discusses the blurring line between product and brand experience and the need for integration.
Defining and understanding customer lifetime value (CLV) is crucial for measuring the relationship with customers.
A poor payment experience can decrease CLV, while a good value-based program can increase it, showing the impact of user experience on business metrics.
The speaker introduces the concept of unifying the technology stack to offer seamless experiences and increase customer value.
Emirates' success story is highlighted as an example of understanding and segmenting customers to predict and increase their value.
CleverTap's technology, including its segment builder and randomax, is designed to deliver personalized engagements to customers.
The importance of packaging and pricing in defining the next steps towards customer value and CLV is discussed.
CleverTap's approach to pricing and packaging is based on customer-centric, value-based, and scalable models.
The process of defining pricing and packaging involves internal metrics, external research, and competitive positioning.
The speaker shares examples of how CleverTap's platform has increased CLV for customers like Dream11 through timely and personalized campaigns.
Remote config feature is introduced as a way to achieve hyper-personalization and enhance CLV without needing engineering help.
The final message is about being 'clever' with campaigns, sending them at the right time with the right content to the right audience for maximum impact.
The Q&A session touches on advanced frameworks for finding value and obtaining superior customer value, emphasizing customization and segmentation.
Transcripts
[Music]
all right welcome uh thanks for having
me here it's always good to attend uh
this conference in Jakarta lovely
audience love to meet uh product folks
uh in Indonesia see what's happening how
are you guys building your products we
always come here we take back the inputs
and we improve our products so thanks
for having me here I really appreciate
it um today I was actually going to talk
about how does one craft memorable
product experiences and thus unlock
Limitless customer lifetime value so
I'll I'll tell you about a story which
happened uh with an analyst very
recently with me uh he asked me can
clever tap scale and number two what is
your product notstar metric and the
first question was actually pretty easy
to answer because we have one of the
biggest customers in Asia called
Reliance um during the IPL which is a
cricket uh cup we were streaming 350
million uh engagements with their users
so so we have the scale covered but for
the for the notstar metric I had to
think a bit and then I was like okay how
many marketers does it take to change a
light bulb
anyone the answer is
zero why because we made a product which
is so automated that we don't need
marketeers and that's our goal at
clevertap and I'm going to walk you
through why that is the goal how do we
fit into the entire ecosystem and how do
we build a product to make sure that we
actually give away those product
experiences so unlike uh the Jakarta
traffic which is just gets worse and
worse every single year right brand
experiences for example has evolved but
it's evolved for the better right it's
been disrupted and what you see today
within a brand has to be emulated within
the product also I'll walk you through
an example at
McDonald's so the first time you
actually see the McDonald's Arch right
you want to you want to enter enter the
the restaurant you look at Ronald
McDonald calling you inside asking you
to come buy the
burgers once you get in you see the food
uh it looks exactly the way it looks in
the tv ads it smells in fact even better
you see people uh eating their Foods
having a conversation uh enjoying the
food and you can actually smell the
burgers and the fries you stand in line
you order your burger uh you get a Big
Mac uh you super siize it because it's
awesome right and then you patiently
wait for your food to be delivered to
you that entire brand experience is what
actually defines
mcdonals however that brand experience
has been completely disrupted in a
digital
world in a restaurant at McDonald's the
entire ecosystem is controlled it's
concentrated the colors of McDonald's
the the red and the yellow the counter
design in fact even the food and the
smell of the food is what Al actually
gets you into McDonald's but the same
thing in on in an online world is
completely disrupted you'll have
customers coming in from different touch
points it could be the mobile web it
could be the app uh it could be a store
and for each of these
experiences this the experience has to
be seamless in fact McDonald's has to
make sure that you get the same seamless
experience offline without the tangible
cues you get actually in the restaurant
and when you are actually ordering your
food online there are so many questions
which come to your
mind will I be able to order the right
kind of food will I be able to change my
order before I place the order how's the
payment experience going to be uh will
the food be delivered on time will the
will the driver know where to get me the
food finally will the food be exactly
what I ordered um and finally like
obviously it's going to be on time it's
going to be hot and so on and so forth
so all these questions run in your mind
when you're ordering food from
McDonald's on the Dig digital
platform so the the Journey of a
customer is not linear at all right like
I said it can be a customer on the web
or even the app or at the restaurant but
you have to offer the same seamless
experience to increase the customer
lifetime value of your customers and
this entire experience builds up to the
brand experience so say for example in
your in your company you have um a new
set of servers just because you wanted
to save on cost but that experience if
it's if it goes less than the previous
experience that offends the product
experience it offends the brand
experience and also affects your
relationship with your customer and
hence the customer lifetime value of
your
customer so the line between the product
and the brand is blurring and the only
way to actually blur these lines is by
making sure that your text tack your
marketing text Tack and your product
management text tack is merged together
you need to be able to get the same
seedless experience online as well as
offline so to integrate the the the two
text tags which is the product and the
brand you need to be able to have a
Persona online which is seamless but how
do you measure the impact you have
impact which comes in from the brand you
have impact which comes in from the
product and you have the the generic
impact which comes in from Tech how do
you measure that impact how do you make
sure you reconcile both the numbers so
that your marketing person can claim
that it's their Endeavor which has got
your customer to buy something versus
your Tech or your product can actually
say now it was mine and that integration
actually happens by seamlessly
integrating both of these Tex tags
together and what you need to do is to
be able to Define your customer lifetime
value and need to be able to explain
that very easily to your investors also
now what exactly does that mean customer
lifetime value is a very composite
metric which can actually measure your
relationship with your customer so for
example a poor payment experience I have
folks in mine uh in uh in India there's
Uber and there's Ola just like in in
Jakarta there is grab there's Bluebird
and there is uh goek and I'm pretty sure
all of you have a different payment
experience between all of these three
different vendors and depending on your
experience with say a gojack or a grab
you have become a lifetime value with
that particular vendor
so a poor payment experience can
actually decrease the customer lifetime
value and they'll
churn
similarly if you have a good value based
program say with offers uh like for
example at marott bonoy your liftime
value will actually increase so a
seamless customer experience can
actually help increase that clv which
you get from your customers now what
does value mean so value is defined by
the amount of uh incremental Revenue
that you can get from your customers but
from the customer perspective the more
that they can gain from your brand from
your product from your Tech stack the
more you can get from their from the
same relationship so the value of a
customer is inversely proportional to
the bad experience that you have on your
customer or for example the best
experience that you can actually offer
to your
customers and how do you do that you
actually unify the stack you unify the
technology and how do you unlock that
value well well number one you need to
understand your customers's value that
value is defined by segmenting the users
very
seamlessly you have to be able to get
all the possible input about the users a
360 view of your customers whether it's
from the web from the mobile web from
the app or an offline
experience once you get that you can
actually deliver seamless engagements to
your customer thus unlocking the clb
that I'm talking about and that's when
you convert your customer into a brand
loyal customer and hence the clv
increases now maximizing customer
lifetime value is extremely difficult uh
you have a lot of moving parts to it but
the way to unify this is to be able to
have the a very common Tex tack how do
you do that you first identify the
customers in the right segment you
predict the value of that particular
customer based on exactly what they are
the elements could be demographics it
could be location uh it could be
geography it could it could be the
channel that you're actually using and
once you figure out which channel are
they most adhered to you use those
engagement levers to send hyper
personalized campaigns and messages to
your end user thus building customer
loyalty and brand
value there are many customers who do
this many companies who do this really
well um let's take for example Emirates
Emirates was a very small airline in the
Middle East at one point of time but now
it competes with the biggest of Brands
across the world and yet it's miles away
how does Emirates do it it actually
understands the customer really well and
like I said to understand the customer
you have to identify the right customer
segments and predict their value it then
optimizes the engagement levers and the
hyper-personalized campaigns that can be
sent to every customer and finally you
can build brand loyalty by hyper
personalizing those same messages to the
different
campaigns at clever tab we do all of
this and a lot more so we enable
customers to have a 360 view of their
end users whether they come from the
mobile web the app and different
channels we segment the users we
actually have something called the
randomax technology which can render
your engagements to the right customer
at the right time
and when you have a journey that you
create of a customer right from building
a product to actually selling it you
know exactly which customer to Target at
what time within which branch of your
journey and hence we have Journey
orchestration tools so we built all of
this together in a product building
platform and we wrap it around in a
clever AI platform what is clever AI let
me just talk about
that so we built the entire platform on
something called tesak DB which is a
purpose built platform a database which
can actually merge the products text
track and the marketing text track
together to give a very seamless brand
experience for your end users what it
does to do we have a very complex
segment Builder which runs complex
processes at 360° 24 hours a day to get
you the right segment of users to Target
we have recommendations within our
platform which can recommend the right
set of values to be sent to your
customer we have instant messaging so
imagine a scenario when you have a live
Cup going on live football match going
on or an NBA NBA tournament going on you
need to be able to give them product
recommendations as well as scores and
player stats at the right time to be
able to engage with your customers and
we have that and finally like I
mentioned we have rendom ax which
actually can render these engagements on
your customers phone seamlessly within a
few seconds now when you're actually
building the clv of a customer a very
important part of product building is
the packaging and the pricing I think
many times we we look at competitors to
figure out the pricing we figured out
okay X consumer is is being valued at a
certain point price point so this is how
much we should offer to our customers
well we've taken a very long view of how
we package in price product and the five
things that we looked for was that the
pricing and the packaging has to be
customer Centric it has to be value
based the customer has to really believe
that there's value in your product for
them to be a very long-term customer of
yours there has to be clear Roi for this
entire Endeavor it's a very expensive
and a very long Endeavor it has to be
scalable so that you can actually sell
similar pricing to a whole bunch of
customers from the lowest end to the
highest end and lastly it has to be
frictionless which means that your
salese and your BD people have to be
able to sell your packages seamlessly
without friction for every customer that
comes into your door so how do we do
this what was the process of actually
pricing and packaging a technology we
had some business goals that we set in
the number one was trust we needed to
actually build trust within our
customers to believe in the package that
we're selling to them secondly friction
for every new customer which came in the
door we did not want the sales guys to
talk to the the CLT members the finance
members the CEO to get permission to
sell that package to a customer so it
had had to be frictionless and third
growth like I mentioned we had to be
able to sell those packages to every
gamut of a customer from the lowest to
the
highest then we did an external research
where we actually did customer calls
Prospect calls and of course we did
competitive positioning as to what makes
us tick why do people use clevertap and
why and how can we get customers from X
comp competitor into
clevertap and lastly the internal data
what does that mean we already have
customers using our platform we need to
figure out what are the adoption metrics
for our features the unit metrics of the
product which means the cost and how can
we merge all these data points into
coming up with the right package so we
took a sample customer an odd platform
in the Middle East um which has the
value drivers like security performance
stability sometimes when you're building
a product you think cost is the main
component that may not be the case it
could actually just be the value the
security the performance over
cost then we figured out the use cases
for all the customers that we had how
does the onboarding of the customer
happen how can we convert the customer
from a non-paying customer into a paying
customer how can we increase the CLTV or
the clv of the customer from say 2 years
to 4 years or 5 years what are the
elements of that customer in terms of
the Mau the monthly active users the
daily active users and finally how can
we create new content and new features
to keep that customer for a very long
time now honestly this entire process is
about five quarters long and there are
many different pricing methods that you
can use the range of pricing depends on
the unit cost of your product which
essentially means the cost of your
product to the value that you can derive
from the product which is the maximum
amount of money that a customer will be
willing to pay for your customer and the
right pricing method is somewhere in
between at clever tap we used a bunch of
these which is value based pricing we
had to deliver value to our customer
like I mentioned value defines your
relationship with your customer and
hence it defines your clv with your
customer second was bundle pricing we
could allow our customers to actually
pick and choose the bundles that they
want because not every customer is the
same it had to be dynamic it had to be
Geographic a customer in India is going
to pay x amount of money for the same
exact product as opposed to a customer
in the US right for example in India I
can get uh a 5gb phone connection for
approximately $10 in the US the same
exact feature I pay about $70 per month
so the price differential has to be
there to be able to gain your customer
Trust and hence the clv finally the
packaging methods there are a whole
bunch of packaging methods out there
like I said this is a very very long
Endeavor I'm putting it inside a few
slides um there is all-inclusive
packaging which means that if you if
someone buys your product they get
everything they get the highest level of
service they get uh insurances they get
the product obviously and so on and so
forth it could be a consumption based
model which means that you pay as you go
you pay x amount of money you can
utilize the product for x amount of time
or you can build your own product you
can build your own components to be able
to offer it to your customers the
feature allocation whether it's a must
have whether it's not to have whether
it's okay to have along with the
adoption of that particular feature set
and the willingness to pay defines your
packaging
method so what we went ahead with was a
good better best which means the base
platform the mid platform and the most
exclusive platform we call it the
Cutting Edge and you can build your own
because not every customer is the same
we have five
icps Ott e-commerce web
fintech and another one where every
customer is different and it's also
based on consumption so there are
certain customers which have millions of
users a Reliance of the world or a gojek
of the world will have millions of users
and hence they'll pay according to
consumption which is a small startup
will pay a bit less and we can give them
that flexibility so both the pricing and
the packaging defines your next step
towards your clv and the value that you
offer to your customers now like I said
this entire process took us five
quarters the first quarter was
essentially defining the internal
metrics our business goals and the
external research the second one was
figuring out which is the right pack
pricing and packaging model that we can
offer to our customers the third was the
governance and the kpi so that your
sales people and and your business
development people can sell this thing
seamlessly to the external folks and the
fourth is the launch when you launching
you have to just make sure you rinse and
repeat you figure out what's working in
the market you tweak a few things in the
pricing and packaging and you come back
with the new uh pricing and packaging
but again minor minor tweaks 5 to 10%
honestly all this input drivers that we
had essentially gave us the right set of
pricing and packaging we ended up
achieving 70% of cost savings
32% faster sales cycle and an 18%
Insurance reduction my time is up I'm
going to give you two examples um where
we have increased the clv of our
Customer because of the changes that we
made in a product one is a sports brand
in India it's called dream 11 and they
are one of the biggest fantasy sports
brand in India and uh cricket is Big so
before you toss and you start playing
the match there is a five or 10minute
window and they wanted us to actually
send out 100 million campaigns within
minutes and not just plain campaigns and
plain engagement we had to figure out
the the campaign
stats the player mock-ups as well as the
future potential of a particular team
and send that within a span of 3 minutes
we achieved a 5x return on on investment
in terms of Engagement and we achieved
this literally within 3 minutes the
second example I'm going to give you in
terms of achieving higher clb is a
features that you have in your in your
product so we have something called
remote config imagine a scenario where
instead of McDonald's that I showed you
and if you're a vegetarian I can show
you a veggie burger right you can do
that on your app you can remotely config
the UI elements on your app or on your
website without any e code without the
help of an engineer through our platform
and they can also tell you exactly when
to send the campaigns out the most
optimal optimal time to send the
campaigns out and the best path to send
the campaigns on to whether it's
WhatsApp or email or SMS so that can
achieve hyper personalization and hence
it can achieve a much stronger
clv so like I mentioned our goal over
here is not to send more engagements is
not to send more campaigns more emails
our goal over here is to be actually
clever about what you're doing send
those clever campaigns out make sure
they are sent at the right time to the
Right audience and the right segment
with the right content in the right
moment thanks for your time thank you
very much let's give a big round sorry
sir please remain on the stage as we
like to read the question from slide
link yeah can we please show the
question on the
screen please wait for a moment that's
the question are there any advanced
Frameworks to find Value besides the
value proposition canvas and how do we
obtain Superior customer value so are
there any advanced Frameworks to find
Value besides the value proposition
canvas yeah like I mentioned I think
value is is very ephemeral right it's
not a constant you need to be able to
define the value for your customer and
your end user and value could for some
people be price it could be packaging
the value proposition canvas is just a
canvas right depending on your ICP
depending on where you stand you could
be a fintech company you could be a
fintech company as a startup or you
could be a bank the value based
framework that you generally use is
based on exactly the ICP that you're in
number one number two it can also depend
on the number of users that you have on
your platform right so it could be an
e-commerce play where there are millions
of users interacting with your
particular product every single minute
and hence the value will differ in this
case the value could be performance it
could could be the time to Market it
could be the slas that you provide to
your end user right so imagine a case
where uh you're putting a booking a cab
on gojek and grab at the same time
what's going to be your value based
framework over here it's going to be the
time that very quickly you can get a cab
as quickly as possible without calling
up your driver and giving him
instructions as to where to come so the
basic answer is that the value based
framework is just a canvas you need to
be able to define the Val for your
customers and generally it's very
customizable how do we obtain
super Superior customer value like I
mentioned right if you do all of these
things the best the best way you define
the the best value and hence you have a
better relationship with your customer
the key over here in today's world is to
be able to merge your brand experience
your product experience and your Tech
stack because if you break down in any
of these if if your offline experience
in a store is not as seamless as your as
your online experience you will lose
that customer if when you enter
McDonald's for example uh you do not
expect the person behind the counter to
give you a coupon or an offer you don't
expect the person to know exactly which
Burger you want or which fries you want
or whether you want to supersize the
cook right but online you need to
understand your customer really well you
need to be able to Define that segment
really well you need to be able to give
that person the offer at the right time
through the right engagement model if
your customers are generally on the app
a push would be great if your customer
really interacts with you on WhatsApp or
WeChat then that's the right method so
to give you to give any customer
Superior value you need to be able to
segment that user really well that that
customer really well and then Target
that customer again at the right time
through the right engagement
model
any other
questions that's it all right thanks a
lot for your time really appreciate
[Applause]
[Music]
it
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