Embed Size (px)
Citation preview
Title page with main folder icon then the rest will be the “inside”
The Ultimate Coffee EBook
The microinteraction file of 2014
23 hilarious, inspiring and innovative customer service ideas to inspire you to connect with your customers!
www.360Connext.com
Welcome. We present a Customer Experience Investigation™ (CXI®) evidence file. The evidence includes all sorts of businesses who cared enough to make the mundane, small moments special. We call these small moments Microinteractions. *
*We’ll cover in more detail what a microinteraction is soon!
www.360Connext.com
Why should you care about these moments? Each one is an opportunity to take something easily overlooked and create something funny, or smart, or special. It’s possible to exceed expectations, even in the most unexpected places.
www.360Connext.com
What is a microinteraction?
Your customer’s journey is full of touchpoints: moments of interaction between your organization and a customer. When you think of the big touchpoints – when they discover your brand through marketing, go through a sales or conversion process, and eventually become a customer – it’s easy to overlook those micro moments. So we are on a perpetual mission to collect the best examples of companies doing it right.
www.360Connext.com
Oh really? Yes. These often-overlooked moments are opportunities to delight your customers! Finding creative and positive ways to engage with your customer in a small moment can lead to huge emotional dividends.
Get inspired! enjoy these Exceptional examples from
2014.
Be gone, Boring
contact fo
rms.
“Want to send a message? Look! It’s a bird. It’s a plane. It’s a…contact form.”
The Middle Finger Project
www.360Connext.com
Why We Love It!The internet is a sea of sameness with its contact forms, but that’s changing slowly. Become more creative and personable, and people will be more likely to fill it out!
A chuckle could lead to
more business!
You know those devices that buzz and flash to let you know your wait is up at a restaurant? OMango makes those cool! It reads: “OMango cat ears! Yay! J J J”
“um??”
“OMG! Autocorrect. *caters”
“Sweet!!!”
OMango
www.360Connext.com
Why We Love It! Letting customers know about other offers in a humorous way (and in a context we can all relate to) is a more creative option than a sign stating: We cater.
Safety videos should
never be the same again.
Their animated safety video with diverse characters is enjoyable to watch. Watch the video!
Virgin America
www.360Connext.com
Why We Love It! Instead of using the status quo of boring safety videos, Virgin America turned it into something entertaining. Passengers pay attention, and the way the information is presented helps people remember the important safety information.
BTW bear’s tagline is: “Humans and bananas come First.”
Pack is a community for dog owners and to join, you register and build a profile for your pup!
Pack
www.360Connext.com
People who sign up to become a user or member are taking precious time to do it. Engaging them along every step will help them keep engaged until the end (read: conversion)! The colored steps to indicate progression also keep the user focused on the finish line instead of wondering when they’ll finally be done.
Why We Love It!
Big Gulps are our friends
While fueling up, the monitor said “Go inside and grab a Big Gulp, your cup holder looks so lonely.”
7-11 Gas Station
www.360Connext.com
Why We Love It!Calls-to-action that invoke emotion (such as laughter in this case) are more effective. Plus, this is just charming.
Remember y
our
manners!
The concept is: Be nicer, and your coffee will be cheaper!
“A well mannered pub in Ireland”
www.360Connext.com
Why We Love It! Instead of complaining or creating a vicious cycle of rude customers and unhappy employees, they reward the love! And this sign creates a smile before ordering…clever!
We have a way out!?
On their website, GymIt lets visitors know they won’t be trapped in an ugly agreement!
GymIt
www.360Connext.com
Why We Love It! Reassurance is one of the biggest drivers for purchase. GymIt recognizes the fear of getting trapped in an agreement head-on.
Let’s follo
w this
truck! (photo
credit: i
funny)
The back of the truck reads “In case of accident: Bring cheese and crackers. Lots and lots of cheese and crackers.”
Allergo Winery
www.360Connext.com
Why We Love It!This is a unique way to showcase your brand’s personality. Why wait for people to find it? Don’t neglect underemphasized places people interact with your brand, even if they’re on the road!
Perspective.
Anyone can put their specials on a sign. This pub put their personality out there instead.
A Pub in Edinburgh
www.360Connext.com
Why We Love It!Taking a small moment of advertising and turning it into something Instagram-worthy is fun and friendly. Who wouldn’t want to drop off a husband here?
Honestly, MailChimp could have its own presentation of microinteractions. This is one of our favorites – a Page Not Found/404 message.
MailChimp
Sherlock Chimp is
on the case!
www.360Connext.com
Why We Love It! Page Not Found/404 errors no longer have to be conversion killers! Give your visitor a call to action with some personality, and they’re likely to stay on your site (with a smile.)
Fun + creative!
A San Francisco company that manufactures messenger/laptop bags takes advantage of a foam block to engage with their customers.
TimBuk2
www.360Connext.com
Why We Love It!Even packing materials have potential to delight your customers.
I can see
it!
In suburban sprawl where buildings all look the same, Lenscrafters considers all angles instead of just one.
www.360Connext.com
The brand name is placed under the awning to reinforce branding.
LensCrafters
Why We Love It!
Thanks,
unknown an
gel!
“Don’t ruin your day. Remember to take your card. J” Lovely reminder.
www.360Connext.com
Unidentified source
It’s likely there have been a few occurrences in this location where customers forgot their cards. The reminder is a thoughtful gesture, said in a friendly way.
Anonymous ATM
Why We Love It!
We can relate!
This restroom sign is consistent with the brand image and adds character! And what parent can’t relate?
www.360Connext.com
Legoland knows their audience. The body language portrayed shows they have empathy. J
Why We Love It!
Legoland
Angry monkeys are effective.
Page Not Found/404 page reads: “Quick, before our monkey slaps you, click one of the following links.”
LLT Group, Inc.
www.360Connext.com
Again, Page Not Found/404 messages don’t have to be conversion killers. There are NO dead ends on their website and a sense of urgency prompts the visitor to take action.
Why We Love It!
#littlethings
For the win
Formal wear retailer Thomas Pink sent a handwritten letter to a customer, which he put out on social media: “And this is why I love them. #thomaspink #SF #realmail #littlethings”
Thomas Pink
www.360Connext.com
Why We Love It!You really want to sweat the small stuff. Snail mail is dwindling every day, and this is an opportunity to show genuine appreciation that is sure to keep customers coming back.
And this i
s what we
call a tow
er of
“towel bur
ritos.”
A member engagement advisor took it upon herself to buy water bottles and wrapped them in gym towels for her members.
Life Time Fitness
www.360Connext.com
Why We Love It!This advisor, in a high-pressure sales environment, created an experience instead of a transaction. Encourage your employees to be creative, and they will outshine standard “by the book” service.
Get your c
offee but
don’t miss
Your ride!
Big Shoulders CoffeeThe coffee shop has a monitor with the transportation times to keep thirsty commuters on time!
Why We Love It! Tim Coonan, the owner, was a previous elite chef who travelled the world but had enough of subpar customer experiences. Located right by Chicago’s El train stop, this is one of his ways of delighting customers who take the time to stop by for his coffee. Read his story: Why Big Shoulders is Winning the Customer Experience Battle
Even car s
hops can
be funny!
Instagrammed by @cam9191: “Well said, Fox River Tire Shop. Thank you for making my day!”
Fox River Tire Shop
Why We Love It! Restrooms are…well, restrooms. But work with what you’ve got. The tire shop thought they’d inject some personality outside of the waiting room, and it ended up making the customer’s day. (It prevents plumbing problems, too!)
They have your back!
Both cities are popular tourist destinations with high foot traffic. This is very thoughtful of the city to guide pedestrians so they can stay safe and be aware where cars are coming from (especially in a new place.) Check out Customers Need Reassurance: Lessons from my London Experience
Dublin and London
www.360Connext.com
At sidewalk intersections, there are road signs that say “look right” or “look left.”
Why We Love It!
Atomic robots?
We’re in!
This entertaining label is consistent with Old Spice’s brand voice.
Old Spice
www.360Connext.com
Why We Love It!Knowing your brand personality helps you find unexpected places to surprise your customers.
Like a nann
y cam,
for cars!
One of our sources had his Jeep in the shop and received this text message during his time away.
ABRA Auto Body & Glass
www.360Connext.com
Why We Love It!ABRA knows how attached people are to their cars. This text relieves separation anxiety and builds trust! This text message earned August’s Microinteraction of the Month. Find out more about how the good guys DON’T finish last.
The Bottom
line
Seek out those overlooked places to show your brand personality - from trucks to restrooms to 404 pages to unsubscribe messages. A call-to-action is easier to follow if it invokes positive feelings. Customers have a short attention span and are casually dating competitors. The smallest things can win back their attention. Don’t miss your chance to show your brand at its finest!
Key Takeaways
www.360Connext.com
www.360Connext.com
We collect our favorite examples to inspire others to recognize these small moments as moments that matter. For more, follow these! • Visit us at www.360Connext.com,
• on our Pinterest Micro boards and • on Facebook. Visit our Listly List to see all of our Microinteractions of the Month. Share your own microinteractions with us or email them to [email protected] and we may feature them!
Liked these examples?
