This week Rosetta, a customer engagement agency came in to tell us about what they're all about. They see themselves in an empowered age where customers don’t want to be bombarded with information, but instead want to be given experiences that bring them back for more. People want to build a relationship with the brand, and through technology, experience and intelligence Rosetta provides just that.
Rosetta is involved in the technology, healthcare, financial services and consumer product & retail industries. To give companies the most insight rosetta operates in three stages:
Starting off at rosetta a associate consultant analyzes clients and finds strategies to form relationships with the consumer. The three stages are outlined below in context with some of Rosetta’s real clients.
Delivering customer engagement
Implementation - segmentation of consumers can be useful to companies for
2. Understanding the customer Journey
Rosetta helps brands identify, understand and influence the moments that matter the most for customers
customer decision journey
Quantitative analysis on different phases of journey is useful in finding out how a brand can impact a customer where it matters most
3. Driving Activation
Creating content and events that increase brand exposure and loyalty
For samsung Rosetta wanted to discover owners passions and identify partnership opportunities to drive loyalty. This was done through researching and identifying the top consumer passions, which they found to be:
By evaluating these Rosetta was able to find which consumers are most connected with which passions and hence which events will be most effective. For Samsung this was music and entertainment. Using this information Samsung has created several events connected with music and entertainment to create brand loyalty. whether it was a Samsung VIP area at coachella or a box at a Lakers games.
Finally we had an interactive group conversation where we looked at a hypothetical situation with Kroger, a supermarket brand. The main questions we looked at were how can kroger drive customer engagement? What type of data/intelligence should kroger collect and track? What types of experiences can Kroger create by leveraging customer data/intelligence? What do you think could be an effective way to create more of a relationship between the consumer and Kroger?