For many people, “The Peacock” or NBC’s brand carries powerful associations and expectations.
Even though my area of responsibility is on-line and off-line retail sales, we are mindful of what customers experience when they “visit” us physically or virtually.
In an effort to identify strategies for significantly improving our customer’s web and e-marketing experience, we recently asked ERDM to conduct Voice of Customer Relationship Research. Following are some important findings.
I. Summary of Findings
A. Customer Expectations of the On-Line NBC Brand Experience Were Remarkably High
Consumers were stimulated to visit the NBCU on-line store by the shows and formed very definite expectations of the experience they expected on-line.
This was expressed as the:
If this “connection” and experience did not occur, people felt a meaningful sense of disappointment regarding their unmet expectations of the NBC brand.
|Tip 1: Do not underestimate the brand expectations and “connection” people want to experience on your site.
|Tip 2: Your customers are increasingly sophisticated on-line shoppers. They will not be shy about holding you accountable to meet their perceptions of best-in-class on-line performance per their other favorite sites.|
|Tip 3: Consumers will be quick to abandon your site in favor of others if the following are not up to their standards:
|Tip 4: Do not risk alienating a segment of your customer base because your product offerings are perceived as too narrow or exclusionary.
|Tip 5: As long as you present a compelling value proposition, customers are willing to opt-in and self-profile their preferences so the company can use this information to drive relevant and increasingly targeted on-going communications.|
F. Product Fulfillment is an Integral Part of the On-Line Experience
Customers expect the on-line experience to include their receipt of the product.
A plain envelope or box with product and an invoice thrown in is a turn-off!
|Tip 6: Think of the fulfillment process as a relationship building and sales opportunity:
"We were able to boost average order size, improve our stickiness factor, and ultimately create more returning customers per Ernan's Voice of Customer-based recommendations."
Judith oversees the NBC Experience Store in Rockefeller Plaza, the Online store, and all NBC Studio Tours. She has been with NBC since 1994, first as a Management Associate, gaining experience in Marketing, Station Management, and Operations, promoted to NBC’s Six Sigma Quality Division as a Black Belt, and then promoted to NBC’s Network Research Division where she held positions including Manager of Audience Research and Director of Sales and Media Planning Research.