How to fight for customer attention – Vladimir Posvyansky, Tinkoff
It's play My colleague, Vova Posvyansky, continues the topic. first date with a client (That's what Vova Ten told me.) And shifts the focus to how to make these dates permanent:) Vova began his speech with the question of why the struggle for the attention of the client is now a necessity not to turn into a commodity. Vova shows examples from the sphere of banking, search engines, shopping, social networks. Next, he goes on to discuss the protective mechanisms against the outflow of users - so he comes to the concept of involvement, which divides into 2
- Physical – specific tangible benefits and features of the product
- Metaphysical – emotional attachment Next, Vova moves on to how important it is to be part of a customer’s life on the outflow of customers with Tinkoff Black depending on the transaction categories covered. This is where jobs to be done come in, which are closed by the product. Then he goes to the concept of tone of voice, that is, the tone of messages. broadcast on behalf of the company to customers. Tone of voice depends on two parameters.
- Understanding the mission of the product
- Understanding the target audience - values, expectations, problems And then Vova compares the tone of voice of different companies Aviasales, Yandex.Drive, Two Coffee Maniacs, Tinkoff Stories and at the end of Tinkoff Travel compared to Aviasales:) This part ends with the statement that the right tone of voice is also the responsibility of the product manager, who must know and use the basic rules. For example, the basic approaches to tone of voice in Tinkoff
- A clear, concise message
- From the client's needs
- Expertise, not marketing
- Relevance Once the tone of voice is sorted out, it remains to understand the formats and distribution channels, as well as the regularity of communications and targeting in order to properly use this tone of voice:) Next, Vova goes on to talk about how important it is to customize the product for the client. Here come the quiz, personalization on past behavior (For example, repeat orders in e-com)assistance in decision-making (conditional systems of recommendations - selections of films, selections of goods for giving, capsules with clothes). It was all about simplifying the work with the product and reducing the CJM. (customer journey map) So that the user decides his job faster. And then Vova begins to talk about the extension of CJM through the introduction of gamification, achivka, challenge.
Finally, Vova summarizes and issues recommendations
- Choose the tone of voice of your product
- Simplify decision making with selections and personalization
- Arrange challenges and implement gamification
- Increase the number of needs you cover if
- Increase returns to the product
- Build an emotional connection with the client
As a result, this talk gives a good understanding of what the guys are doing in the engagement:)
#Software #Marketing #ProductManagement