Posts

Fisher & Paykel proudly proclaim their dedication to being a design-led organisation with a keen focus on engaging their customers.

We often think of design as the overall aesthetics of a product. We think its the fashioning of a product, the first impression and the outer edge but design thinking leads us to design products that are far more valuable to us than that. It goes to the heart of how we want to incorporate products and use them in our life.

F&P COO, Jeremy Sargeant states “life is lived around appliances, demonstrating how our human-centred design enriches our customers’ lives”.

A key element of the Fisher & Paykel brand is The Social Kitchen – the concept that underpins the brand’s entire design philosophy.

“We understand that the kitchen is the heart of home. It is a social space, where we prepare and cook food for our families, help kids with their homework and entertain friends, and in our fast paced world, taking time to celebrate those special moments we spend with our family and friends in this space is more important than ever. This philosophy is embedded deep within our culture and is why we have been able to consistently challenge conventional appliance design and deliver products that are truly tailored to human needs,” he said.

What is innovation?

We often think of innovation being based around a sole individual who has a spark of genius or a genius cohort in a lab working for hours to develop something spectacular that the world has never seen before when in fact this is totally off base. It’s organisations that go out and connect with people, connect with consumers. They analyse the data but they don’t stop there. They reach out, observe and talk to users and consumers.

Now you might be thinking we don’t have the big budget for that but you couldn’t be more wrong. The smaller the budget the more need for the upfront investment on spending time to identify the user/consumer/client need. The more time you invest upfront the more money you’ll save in development, launch and marketing phase.

The importance of understanding your customer

F&P have transferred their wealth of customer insights and their focus on human centred design into the development of their new website. Which I would expect from an organisation dedicated to analysing human needs and their customers journey.

Customers often search online before they even step into a store. We all want to go in well armed so the way you present your products online will help your potential customers weigh you up in a lickety split.

It’s a perfect example of where an organisation needs to direct the narrative of their first impression and are confident of their understanding of their customers. Website design is commonly outsourced but organisations need to realise that they hold the key to true customer insights and where it fits in within their customers journey. Take the reigns I say.

Where does website design fit in?

“The website is one of the most important windows into what we stand for, it brings our insights to the fore and delves deep into how life is lived around appliances, demonstrating how our human-centred design enriches our customers’ lives.”

Jeremy goes on to state “We have brought our brand values to life on the first landing page, elevating them into a prime position in the customer journey. While our website is mobile-optimised, for the best possible user experience, the desktop allows visitors enjoy the immersive first look into our beautiful products,” stated F&P COO, Jeremy Sargeant

How can we learn from F&P?

Let’s make this quick.

Analyse your customers journey. How do they find you? When they do find you map out the next steps. At what point to they decide to buy and why? Is it the first 30 seconds or does it take 30 days. Identifying the point of decision making is vital. Here’s a tip: the buying decision is often made from an emotional base not a rational one. How do you influence the positive emotion of your potential or returning customer.

Talk to past customers. Talk to the satisfied customers but more importantly talk to the unsatisfied ones. Then create a map and analyse what changes and improvements you can make along the way. Is there a point where customers get overwhelmed, confused or unsure? How can you help them through it?

These are the keys to a human centred customer experience. Spend the time analysing the steps your customers go through in their decision making process and it’s guaranteed to pay off .

Fisher & Paykel enhances website experience

Here’s the link to the full video:

https://us02web.zoom.us/rec/play/u8IpI-2r-Do3SYGdswSDVKAsW47sLa-shiMZ8_NczErnAiZVYVeiMLARN-ShUcwp7P9a14LzXvF-_L0-?startTime=1590544384000&_x_zm_rtaid=EQ1v4xDERuufQLVbnQ9ehA.1593326762071.cd128a166afc351726536869b713fb89&_x_zm_rhtaid=487

Conversion rate optimisation, Pay per click, omnichannel, evergreen content, referral marketing, digital marketing, responsive design, call to action, search engine optimisation, lifecycles, inbound, chat bots, sales enablement, lead scoring, content creation, social media schedules, boosts, sales funnels, affiliate marketing, organic reach and ………………….. bbr-eathe.  

The way we communicate (or market) to potential customers certainly isn’t as clear cut as it used to be. We’ve reached new heights in complexity. The bad news is, we are nowhere near the peak and instead we’re more likely to be just at base camp. As the most informed yet distracted consumers that ever existed our focus will only continue to decentralise from the one or two major social media sites to many, many more. As marketers this makes reaching your customers in a timely and cost-efficient manner well, tricky. Not impossible, just trickier, more involved and more demanding of creative new approaches.

Then there is the widening chasm between marketing teams and leaders of organisations. KPI’s for marketing teams demand that we are across all the analytics and every metric we can get our hands on. We can often report these in the most polished spreadsheet and presentation fit for any global audience but what does it all mean, really? We need to make this relevant and this is where at times some teams can struggle. Leaders don’t have time to delve into detail and that’s all that the marketing team know how to provide. This is where as marketers we need the ability to be able to simplify our explanations of what we do and almost act as interpreters for ourselves. We need to constantly question our statement with so what? We increased our reach by 34%… yadda yadda yadda. So what? What result did we have in new customer activity and perceptions?

Make it relevant

Relevant to our business development teams who need insights to make sales. Relevant to our R&D teams to provide clear focus. Relevant to the leaders of the organisations who need to know the big picture and how it relates to their role and influence in the industry.

Most of all what we do, needs to be relevant to customers. We need to analyse the information and go one step further. How about we ….. ok wait for it. Talk to our customers, face to face. Talk to them about their journey why they used you, how they found you, why you and not someone else. Will they come back? Ask why or why not?

Let’s not fear the connection customer centricity brings. It’s the one thing that will give us a breakthrough moment and a better result. Let’s start testing what we put out there and stop making our communications polished one-way messages that we hope they read and understand.

The best brands in the world spends thousands researching how to be relevant and they don’t always hit the mark, but they go to the extra effort to understand their consumers and the reactions of their initiatives.

What I’m suggesting is we start testing small and connect with a customer to gain feedback. We could go the extra mile to co-design if we have a significant project. That’s a whole other blog ;o)

Customer Focus

Customer profiling and journey mapping are now well known in the digital marketing space and it’s a great way of aligning the design of our website and structure of our sales funnel and even knowing the language to use. Here’s my pursuit… let’s take these initiatives off-line. Let’s take this energy, focus and time and look at our entire organisation.

Look at the core problem we are solving for our customers and how well coordinated and aligned our services are to their expectations and needs. You’ll find some of the solutions lie with marketing, but some might not be. What a customer journey mapping session will do is highlight the changes and improvements you can make to keep your organisation true to its brand promise.

Break free of assumptions

We (as marketers) don’t know everything, and we never will from behind a screen. We can analyse the data we can make assumptions we can identify trends we can predict. Heck we can do a lot with data. I love data but I only love it from the insights we gain from it. Without insights and the ability to apply them they are just numbers.

The best marketing comes from authenticity, an ability to connect and heck even a sense of vulnerability. Let’s stop pretending we are the guru who knows it all and instead take the time to talk to a customer. Open our minds and let’s be more curious about why they make the decisions they make. Break down the barriers and let’s get to know our customer. They will help us unlock how to attract more people like them. Without customers innovation, disruption and all things termed success are impossible.  

Hey this is Liv, thanks for taking the time to read my article. I created Liv By Design to help organisations connect with their customers and empower them to create their own marketing strategies.

Digital is important, social is important and we often jump to these tactical solutions to gain new customers without taking the time to really identify and understand your customer and their needs. If you start your marketing strategy with your customer, you’ll have a more refined idea of who you are targeting and the best methods. This will cut your marketing costs and help you stand out amongst the crowd of brands that are grasping for audience attention.

At Liv By Design I ensure the process is simple, developing a marketing strategy in line with all the other conventions of your organisation like culture, customer experience and customer service.

Not sure if you are tackling your marketing, right? Maybe you’re a busy marketing team who just don’t have time to connect with customers? Give me a call I’m always here to offer obligation free advice.