I love my cappuccino

I love my cappuccino in the morning, waking up with a perfectly crafted balance of milk and espresso during my final walk between the coffeeshop and the office.  

I get my morning cup from a brand that's close to my heart, we share the same roots. The founder is from a town I really like, but most of all I like their cappuccino. Been a customer ever since I moved to San Francisco, always paid with card at cashier until a year ago when I signed up for their app. For the rewards, getting that free drink! Somehow I am a bit conservative sharing my financial details, I never added a bank card to the app.

Their coffee is popular, morning commute creates long lines, so I finally decided to add my card to the app and started using mobile order ahead. Loved it from the start! No more waiting in line and no clumsy grabbing of your wallet and cards while checking in. A hot cappuccino waiting to join me!

Their marketing team should know a lot about me by now. Something you might want to leverage to deepen our relationship when competition is fierce along that stretch of Market Street.

This morning though, I found a promotional email from them in my inbox if I wanted to save time with their mobile order and download the app…….really? I mean it's been two months and countless beverages.

A schoolbook example of multiple marketing tools, data silos, systems not talking to each other, slow performance, manual labor, leaving them without any capabilities to replicate my behavior around their digital assets. The result is a negative experience, which potentially could lead to losing customers. We see these broken transitions every day when we meet with potential partners. Good thing to note, these fractured customer experiences are platform agnostic. We encounter them with brands who are on legacy platforms (built for a time when things were very different, that’s really hard to change) and we see brands trying to play this game with tools made for a singular use case, which is like trying to win the decathlon when you are only good at sprint. The consumer expects, requires that you are really good at all the skills, these expectations are set by their experiences with the likes of Uber – Facebook – Amazon.

That requires a lot of time, investment, resources and practice to try and catch up with the competition.

You guessed it, you need a partner built for tomorrow, who makes understanding your customer at a granular level easy and fun to do, even if you want that in one minute. More importantly, that understanding combined with modern technology leads to better experiences for your customers, who will return that favor with their loyalty and well earned dollars again and again.

When you recognize this challenge at your company, I would love to share how we solve for this and how we can help you keep your customers coming back for more.