Customer experience in Paris : « stratégie clients » trade show
I spent two days in Paris to observe the latest trends as far as distribution is concerned and also to attend the “stratégie clients” show which was dedicated to customer relationship, loyalty, CRM and the like. This show was reserved for marketing professionals and exhibitors were actually mainly suppliers in the IT and call-centre fields. As far as I’m concerned I found that it had therefore not much to do with the relationship itself but more...
![Villa Pinewood: the ultimate culinary experience [podcast]](https://www.intotheminds.com/blog/app/uploads/villa-pinewood-creation-240x240.jpg)
Villa Pinewood: the ultimate culinary experience [podcast]
Regarding customer experience, one restaurant stands out: Villa Pinewood. Recently rewarded with a (double) Michelin star, I had its Chef and friend Thomas Cabrol on my podcast. We talked a little about cooking but mostly about the entrepreneurial approach and its marketing secrets. Villa Pinewood proposes to its customers a culinary and educational experience. Everything is done to showcase local products, the farthest of which is only 65 km away. Villa Pinewood: the essentials The customer experience is centered...
![Customer experience: key points and analysis [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/customer-journey-parcours-client-TN-240x240.jpg)
Customer experience: key points and analysis [Guide 2022]
Customer experience refers to all the relationships between a customer and a company. These steps are numerous and range from the birth of the need to the end of the association through the purchase and use of the product or service. Customer experience has become very complex in the digital age. It is said to be “multi-channel.” To better understand the process, it is interesting to visualize it, which implies knowing the different steps. This article details the main steps...
Customer experience: 5 key moments to measure customer satisfaction
Measuring customer satisfaction is difficult in the digital age. Since the Covid crisis, the digital transformation has accelerated, blurring the lines of the customer experience even more. The customer experience has become so complex that it is almost impossible to identify all the touch-points between the company and its customers. In this article, we propose 5 critical stages of the customer experience where customer satisfaction can be measured. Learn more about our approach to measuring customer satisfaction Summary Getting to know...
![Customer experience: definition, measurement, analysis [Guide, 2021]](https://www.intotheminds.com/blog/app/uploads/marketing-study-customer-experience-scale-TN-240x240.jpg)
Customer experience: definition, measurement, analysis [Guide, 2021]
The customer experience has become an almost magical expression that is synonymous with marketing success and brand differentiation. But what is the reality behind the customer experience? While most non-specialists confuse customer experience with customer satisfaction, this guide takes stock of a concept evolving steadily since its invention nearly 40 years ago. Summary Definition of the customer experience Customer experience: more than 40 years of history Understand the foundations of the customer experience Impact of customer experience on marketing practices Retail and...
How to effectively evaluate the user experience?
The user experience is a crucial element of digital businesses. There are several methods to measure this user experience at different levels. First of all, it is essential to understand that the better the user experience is, the more satisfied visitors to your website, platform, application, and so on, will be with their visit. They will find the information they are looking for quickly, will come back, and will even recommend your solution. Summary Introduction Generative...
Customer loyalty: 5 brands that create unforgettable customer experiences
Every brand wants to be remembered. They all want their customers to come back. But how do you make sure your brand is remembered and how do you increase customer loyalty? There are a lot of factors that influence consumer behaviour. I have reviewed my own experiences and identified 2 essential ingredients. Summary Introduction The 2 essential ingredients to make your brand unforgettable 5 brands that create unforgettable shopping experiences and develop customer loyalty What can...
![SEO: why update your old content [advice from an experienced blogger]](https://www.intotheminds.com/blog/app/uploads/blog-format-evolution-2009-2019-240x240.png)
SEO: why update your old content [advice from an experienced blogger]
it is clear that from the outside one might have the impression that we are publishing less at the moment. It’s just an illusion. I am leading a campaign of rewriting and major updating to further improve our SEO. This has led me to write a few thousand words in a few days. So that inevitably leaves a little less time to write new blog articles, but it’s just as important for SEO. I will try...
Zalando : e-commerce giant recruits clients offline
How can you push your organic growth in e-commerce? That’s basically the problem that Zalando is facing. The e-commerce giant is still not profitable and believes that profitability will come with economies of scale, which can only be achieved through recruitment of more customers. But customers are difficult to convince and Zalando must therefore go offline to find them. Two types of consumers with different behaviors This may seem like a caricature but there are only...
How to transform a negative moment in a positive customer experience
Today we wanted to finish the week on a positive and joyful note. Today’s post is inspired by KLM, the Dutch airline. There are many frustrating experiences that can happen when you travel by plane, and insatisfaction can arise for many different reasons. Loosing something in the airport, forgetting something on the plane (think about your keys, your smartphone) can lead to intense negative emotions. Fixing what one may see as a complaint-like situation is a...
How 5-star hotels enhance the customer experience
Customers of 5-star hotels are more and more demanding and hard to satisfy. Top-tier hotels have to undergo costly renovations (in Paris alone several palaces like the Ritz and the Lutetia have closed for long periods of time to enable building works) and must be highly innovative to improve the satisfaction of the visitors and provide an unforgettable customer experience. The latter has become a grail for top-tier hotel which strive for differentiation to keep loyal...
O2 and Deutsche Telekom create an innovative customer experience
Choosing a new smartphone, tablet or accessories can really be difficult for most customers. Not only does technology constantly evolve, but you won’t be allowed to actually touch, feel and try real devices in cell phone stores. The risk to get unsatisfied customers is high. Very high. This situation is just unbelievable. Customers about to buy a 500€ device must rely on not trustworthy sales guys and will discover when they are home whether what they...
From ready-to-eat to ready-to-prepare, a new product experience
An important aspect of the work of a marketing agency is that we must detect, track and follow nascent trends in a broad range of industries. This knowledge is required by our clients who expects from us that we have deep knowledge in as many sectors as possible, so that they can benefit from innovating concept and future trends across industries. We track these trends through qualitative analyses, through following up many different firms, visiting fairs...
Guerlain: customer experience in the historic store on Paris’ Champs Elysées
Guerlain just opened a pop-up store on the Champs-Elysées avenue (number 68), next to its historic store. I’ll deal with the pop-up store in a separate post but for the time being let’s see what’s up in the “old” store. The store was re-designed completely by Andrée Putman a few years ago and offers a unique customer experience that deserves a detailed marketing analysis. The ground floor is very classical and cannot be considered very special....
An increadible experience: visit to the Blancpain manufacture
Today’s post will be slightly different and longer than usual to provide watch lovers less interested in marketing aspects with more technical information.
7 creative techniques to refine your market research
Conducting market research doesn’t always mean conducting a survey. This article presents 7 creative approaches for capturing different insights or interpreting data in a new light.
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How to succeed in growth hacking? [podcast]
Everyone’s talking about growth hacking, but few are as expert at it as Denis Cohen. So, I invited him on the IntoTheMinds podcast to share his secrets with us. It’s also an opportunity to talk about DropContact, the company he founded, which makes a major contribution to the growth hacking ecosystem. On a personal note, it’s a podcast that has helped me a lot because I’ve never done growth hacking or outbound marketing before. It made me want to...
![Local marketing: definition, advantages, and strategy [Guide 2023]](https://www.intotheminds.com/blog/app/uploads/local-marketing-240x240.jpg)
Local marketing: definition, advantages, and strategy [Guide 2023]
Local marketing compiles a whole set of marketing campaigns on a limited geographical territory. It is based on the needs of local customers and seeks only one thing: to satisfy them! In this article, we will review the exact definition of this concept before detailing its 3 main benefits. Finally, we will explore 3 strategies for local marketing: use digital to increase your brand awareness. But first, we’ve compiled 5 key figures better to understand the...
Customer-centric approach: definition and 3 strategic axes
Customer-centric approaches put the customer at the center of all business decisions. This means designing activities and processes to achieve maximum customer satisfaction in marketing. These strategies proved particularly successful for brands: our B2C statistics support this. In this article, we come back to the concept of customer-centric brands. Finally, we present 3 effective strategic axes, all summarized in our summary table. Contact us to understand the reasons for customer loyalty Summary 5 statistics on customer-centric...
Direct marketing: definition, advantages, and strategic objectives
Direct marketing aims at getting as close as possible to the customers. It solicits them to obtain immediate answers to a given situation. This process relies heavily on target marketing since its purpose is to deliver personalized messages. Its advantages are diverse and varied, although they evolve essentially around its profitability and the loyalty it generates. Following our concept definition, you will find all the necessary information about its benefits. Finally, we will propose 3 strategic...
![Remarketing: definition, advantages, and strategies [Guide 2023]](https://www.intotheminds.com/blog/app/uploads/remarketing-240x240.jpg)
Remarketing: definition, advantages, and strategies [Guide 2023]
Remarketing promotes customer conversion by encouraging brands to review their marketing practices. It is different from other marketing strategies because it pushes for personalized targeting. In this sense, it is similar to account-based marketing because of its propensity to segment as much as possible. In any case, this marketing process has many advantages linked to brand awareness and benefits. At the end of this article, we present 3 useful guidelines to apply the precepts of remarketing....
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Relationship marketing: advantages, advice, and examples [Guide 2023]
Relationship marketing puts the customer before the product. It differs from the so-called “traditional” marketing. Indeed, it is composed of many good practices to get closer to the consumer. It is based on a human relationship between brands and people. It is a good practice on several points: financial, satisfaction, and customer loyalty. How to maintain good relations with its customers? What are the examples of brands with effective relationship marketing? At the end of this...
Market research and surveys: beware of the Cloud Act
The Cloud Act poses a real legal problem for European companies. Unfortunately, they pay too little attention to it. In this article, we present the solution we have developed so that the surveys we realize are both GDPR compliant and protected from the abuses of the American Cloud Act. If you only have 30 seconds The Cloud Act represents a potential danger for all European companies that store their data with AWS, Google, or Microsoft Particular attention is needed...
Le Bon Marché is 170 years old: how are department stores changing?
Le Bon Marché is 170 years old. For this occasion, the ancestor of “department stores” adopts a very “energetic” decoration on all floors. A recent visit to this shopping temple also allows me to reflect on what the department stores have become. Galeries Lafayette, Printemps, Samaritaine, … are all heirs of the “Bonheur des Dames” celebrated by Emile Zola. But before going into philosophical considerations on the evolution of retail, let’s take the time to walk through...
Why and how to become a digital nomad?
Becoming a Digital Nomad was one of the great aspirations of the confined workers during Covid. Few, however, have dared to take the plunge. Indeed, digital nomadism implies a renunciation of a geographical anchorage and reorganizing one’s personal and professional life. In this article, we share the testimony and experience of a real digital nomad. Olivier Caeymaex has taken the plunge and now lives in a mobile home. For us, he goes back over the practical...
Succeed in your marketing mix, and follow Lego’s example!
The marketing mix of each company must be carefully defined. Indeed, it is the concrete application of the structure’s marketing positioning. The right mix is the one that ensures an effective differentiation from your competitors! We propose here, an example of Marketing Mix: that of Lego. To do this, we will go beyond the traditional 4Ps: here are the 7Ps of the Danish company’s mix. If you only have 30 seconds Lego’s marketing mix is, above...
Banks and metaverse: examples, use cases, and perspectives
Banks are getting into the metaverse. Some of them anyway. But what for? What competitive advantage does a bank gain from its presence in the metaverse? Discover in this article 5 examples of banks already present in the metaverse, an analysis of the current situation, and medium and long-term perspectives. Read also Investing in the metaverse: 3 reasons to get started [Analysis] Examples of banks entering the metaverse The number of banks currently involved in the metaverse can be counted...
Luxury product packaging: an incredible parallel market
Vuitton paper bags that sell for a few euros, empty Hermès boxes for a few dozen euros, luxury watch cases without their precious watch for several hundred dollars. Classified websites are full of this type of offer. How can we explain that objects that seem so insignificant find a buyer? From where does their value come? This article explains the role of packaging in the buying experience and analyzes why some people are willing to pay thousands of euros...
Royal Canin: its pop-up store is also used to carry out Market Research
Royal Canin has installed a pop-up store at 123 rue de Turenne in Paris. With this pop-up store, the brand is not only going to meet dog and cat owners to increase its awareness. The Royal Canin pop-up store serves a market research purpose to shape its future flagship store, opening in the Opera neighborhood. This is the first time we have visited a pop-up store that takes advantage of all the possibilities offered by this type of sales outlet....
Visit the Giant flagship store: the future of supermarkets?
New trends in retail are often to be found on the other side of the Atlantic. This article presents the Giant flagship store and its innovative food offer. This Giant store features a new and oversized self-service beer bar concept. It foreshadows what will be the supermarkets of the future, multi-use stores where service will be ever more critical. This article was made possible thanks to Olivier Delangre, CEO of the well-known company Amoobi. It is part of a series...
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Ethik’Hotels: the platform for eco-responsible tourism [Podcast]
Ethik’Hotels is a start-up that allows travelers to find eco-responsible accommodations worldwide. Passionate about eco-responsible tourism, its founder, Anne Chéné, has taken advantage of the Covid crisis to turn her passion into a business. In this podcast, she talks about her entrepreneurial adventure and her ambitions. The project she is carrying is also a transformative experience for her. With expertise in the construction world, she had to reinvent herself and learn new skills. Therefore, her entrepreneurial project is also...
![Goodvest: the promise of responsible investing [Podcast]](https://www.intotheminds.com/blog/app/uploads/IT-ecology-environment-240x240.jpg)
Goodvest: the promise of responsible investing [Podcast]
Goodvest is a start-up that offers responsible investment solutions. In this Podcast, its CEO, Joseph Choueifaty, talks about his entrepreneurial adventure and ambitions for Goodvest. He also explains how he inexpensively tested the market’s interest in his idea before launching and how this allowed him to find his first clients. You can also watch Joseph’s video on our YouTube channel. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree...
![Assurly disrupts the mortgage insurance market [Podcast]](https://www.intotheminds.com/blog/app/uploads/assurly-toufik-gozim-240x240.jpg)
Assurly disrupts the mortgage insurance market [Podcast]
Assurly is a company that belongs to the insurtech sphere, the meeting point between the insurance sector and technology. It brings an innovative vision to the real estate credit insurance market, and its recent fundraising (€6m) is a testament to its potential. We had the pleasure to welcome Toufik Gozim, its CEO, in our Podcast. He explained his recipes for testing his market-fit and disrupting the customer experience in a very non-agile sector. Find Toufik also in the video on our YouTube...
For Axa, customer satisfaction is not a priority. And it’s no secret!
Customer satisfaction seems to be a foreign concept to Axa, and the company makes no secret of it. When you send in a question via the Axa website, the promise that you will receive an answer within 30 days is simply staggering. If we needed proof that traditional insurance companies are incapable of adapting to the needs of their customers, this is it. This disastrous customer experience management leaves a gap for Insurtech start-ups. Introduction The concept of “customer-centricity” is not new....
![Coding Park introduces children to programming [Podcast].](https://www.intotheminds.com/blog/app/uploads/codingpark-240x240.jpg)
Coding Park introduces children to programming [Podcast].
Coding Park is an interactive platform that allows children to learn to code. Its two “masterminds,” Amine Lajmi and Adrien Elkaim, told us about the development of Coding Park and their ambitions for the future. The start-up is a winner of the 2021 ranking of the French business magazine Challenges. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I...
How TaData allows Internet users to monetize their data
TaData is the first platform for monetizing personal data. It proposes to 15-35-year-olds (for now) to earn money with their personal data. In this podcast, we welcome Laurent Pomies, one of the 2 co-founders of TaData, to tell us about his entrepreneurial adventure. Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the...
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