Product and Brand Experiences for Platforms
A platform brand is greater than the sum of its parts. Every transaction and interaction can be turned into a relationship.
Customers don’t like companies a lot. Not talking about loving. This is because companies often think about features and services they a) can sell. And that has worked in the past. No doubt. And b) incremental improvements that customers mostly are not even aware of after the launch. Often companies find out the adoption being too low. Then they send surveys asking customers why they not yet have used one or the other feature. They find out they have been implemented something customers don’t need or what they have expected anyways.
It is the company’s mindset that makes a difference. Do we have a product or do we have a brand? A brand thinks beyond the sale. It thinks what exceptional benefit a company can give to their customers. They must optimize for convenience and for reward.
Commerce
- First of all have a great product or service. It will never work if it’s an empty shell.
- Don’t think mobile first but mobile only
- Declutter the product listings and curate what customers really love
- Offer easy social commerce and Link your offerings to all networks
- Think conversational commerce and combine messaging with shopping
- Customers love subscriptions if it is easy to cancel anytime
- Prioritize self-services. Automate every single process along all customer journeys so that you have the financial bandwidth to not automate communications
- Short Delivery times, free return and personal service remain top 3 criteria for loyalty.
- Livestream commerce makes your experience engaging and fun
Collabs
- Connect the dots and inspire. Think of great partnerships that add value to your customers
- It is the little things that count (i.e while I was recently driving in an UBER, I have seen some great sights left and right but the driver didn’t know what it was. I wish the ride had shown the sights on a screen or in my app and make it bookable though Getyourguide or similar services.
- Own the competition and integrate it, too (i.e while having a drink in a bar in Paris lately, the staff recommend me some other bars around that they personally love to go. Pretty bold. (seen in Paris)
- Select collabs wisely, i.e Influencers became a marketing channel rather than authentic collaborators. No need to let them speak on your behalf- use your own voice.
Content
- Put together all content not only about your product but your entire industry.
- Curate quality content that has a personality. The only way to do that is to create content in-house.
- Make content visually appealing. Aesthetics count.
Community
- People love to be part of something bigger and they want to meet their peers. Connect your customers whenever you can. Help your community showcasing your products
- Find great perks, benefits and exclusive products for your customers that they don’t get elsewhere.
- If you have a platform with millions of users, everyone of them is a potential product manager. Think true co-creation with your customers rather than A/B testing or soft family and friends launches.
- Great storytelling starts with great listening. Read what customers make public, what they love and what annoys them. That’s your seismograph.
Customers come for the product and come back for the experience.
Note: This is my personal opinion and not reflecting any company‘s view.
