Consumers are inundated with offers for new and different forms of entertainment every day. For arts and culture organizations to succeed, they must connect with their patrons and deliver offers and content that resonate. Unfortunately, many arts and culture organizations continue to rely on mass marketing, ultimately failing to engage patrons with offers that reflect their interests and passions.
Join our webinar with guest Kristin Garbarino, Director of Digital Marketing and Engagement at Pittsburgh Cultural Trust, to discover how sophisticated arts marketers are leveraging new trends and technology to improve their understanding of their patrons and drive their KPIs. You’ll learn about:Read More
In recent years, major airlines have significantly improved passenger profitability through ancillary goods and services, more nuanced seat fares, and better customer experiences. According to IATA, net profit per departing passenger is up about 5% from 2017 to 2018. However, airlines face a threat as ultra-low-cost carriers enter the North American domestic market. The coming years will see incumbent airlines struggle with profitability and revenue growth.
Airlines often overlook an area of opportunity, however. The information from customer event logs can be used to improve customer experience and drive passenger yields, most obviously through better pricing, but also through personalizing offers for goods and services, which will maximize ancillary revenue and passenger profitability.Read More
Museums are some of the most admired and highly regarded destinations in cities around the world, using leading technologies and showcasing some of the most valuable items in the world. While they often attract visitors from far and wide, museums frequently have difficulty converting those visitors into members and donors that provide regular streams of revenue. Too many museums lack knowledge of their patrons, cannot consolidate and share information, and find it challenging to coordinate processes across teams. As a result, efforts to achieve KPIs around membership sales and donation growth are uncoordinated.
To develop strategies that will enable you to capitalize on the visitors you attract to your exhibits, you need to understand your patrons’ journey from awareness all the way through to donation and loyalty. Mapping your customer journey will provide this understanding and help you achieve your goals. Here are some of the results you can achieve, and why museums need customer journey mapping.Read More
Performing arts organizations face unique challenges when it comes to understanding what drives attendance, ticket sales, loyalty, and profit. With several different sources of revenue, the business model is complex and nuanced, and with a small target audience of affluent patrons, the stakes are high. To succeed, you need to have a deep understanding of your patrons, and for that, you need customer journey mapping.
Here are some of the key advantages you’ll gain from mapping your patron journey.Read More
If you’ve been tasked with creating a customer journey map, or if you have heard that creating one would be useful, you may be asking “What is a customer journey map anyway?”. Here is your answer.
Customer journey map definition
A customer journey map is an outline of all of the different touchpoints customers have with a particular business, brand, service, or product. The outline usually covers every stage, from when the consumer becomes aware of the product or business, to the point at which the consumer makes a purchase, and through to subsequent purchases or other transactions until the customer churns. Generally, customer journey maps outline the entire customer lifetime; however, they can focus on a particular stage in the journey as well.Read More
Nearly every business is keen to drive a positive customer experience. Businesses are constantly striving to improve the customer experience through investments in customer service, support, conferences, events, and countless other initiatives. Oftentimes, however, the business’s investments are wasted because marketing and customer-facing teams are not sure what the ideal customer journey looks like and are therefore misaligned. Misalignment can take many forms, but we often see this take shape by having marketing campaigns that compete with each other, customer service teams that are unsure how to manage certain buyers, and dashboards or metrics that don’t actually measure successful customer engagement.
Success in using software solutions like Canopy Labs requires organizational alignment and a clear idea of which customer experience metrics should be tracked and optimized. This is why Canopy Labs kicks off new business relationships by running a customer journey workshop. We work with organizations to map the current and ideal experience for their “typical” customers.Read More
Net Promoter Score (NPS) has become a KPI at many organizations, and for good reason. It is simple to measure and has the distinctive ability to indicate how the business will perform on several other metrics, including customer retention and revenue.
The challenge with current NPS data approaches
While NPS is easy to measure, it is difficult to improve. Organizations understand that detractors have low NPS because they have had an unsatisfactory experience at some point in their customer journey. However, identifying where or when the unsatisfactory experience occurred is a challenge. This is especially true for financial services organizations, where customers have unique and complex journeys through various different products and services. NPS suffers from these challenges for a few reasons:Read More
Canopy Labs hosted an interactive panel discussion focused on personalization throughout the customer lifecycle on March 8, 2018, welcoming thought leaders and innovators from diverse industries.
5 Tips to Increase Engagement and Loyalty as a Transaction Based Firm
- Offer free previews and packages for current customers to maintain dialogue with prime target audiences months in advance to new releases.
- Present a blended digital campaign and gift guide leading up to the holiday season to spur up excitement for the prime sales season.
- Create content personalized to a community instead of blast marketing using mass promotions and advertising.
- Target content to individuals based on tracked behaviour, not self-selected preferences.
- Invest in the creation and implementation of more advanced digital tools allowing for higher customer engagement.
On March 8, thought leaders in marketing and eCommerce shared their insights on the value of personalizing the customer journey and explored the intricacies of integrating marketing interventions into the customer lifecycle. The event encompassed a panel discussion featuring an all-star group of marketing innovators, moderated by Canopy Labs’ co-founder and CEO Wojciech Gryc. Panelists included James Connell – Vice President eCommerce & Marketing at Roots, Rob Lamb – Managing Director at the Canadian Opera Company, and Larysa Rodriguez – Director, Strategy and Channel Management, Global Targeted Marketing at Scotiabank.Read More
When Facebook announced it was overcounting clicks and conversions on its video carousal ads, this wasn’t the first time this sort of issue had been announced. These sorts of errors and bugs occur across all advertising platforms. Worse still, data collection across advertising tools varies in quality and type of data, which leads to further reporting challenges.
Over the last few weeks, Canopy Labs has interviewed a number of attribution experts to understand how they deal with the challenges of incorrect data, bias in ad networks, and discrepancies in reporting. This is a big problem: many advertising budgets are higher than marketing budgets. Without knowing which channels actually drive acquisition, conversions, and customer growth, it’s impossible to drive the right marketing mix… You can’t make the right decisions with the wrong data.Read More
Canopy Labs has now worked with over 400 companies that are interested in optimizing their customer journeys. During our five years working in this space, we have seen numerous varieties of skill sets, data sets, and capabilities.
The Status Quo
In a business environment where the only constant is change, whether it be from consumers or providers, companies need to be able to pinpoint problems with their customer experience and position accordingly. Yes, there are a plethora of tools and resources out there that help businesses improve aspects of their customer experience; however, the tricky part is selecting these tools wisely. One common challenge is maintaining a narrow and focused scope of action that fits your company’s strategic needs. To overcome this challenge, you first need to assess and understand your company’s position on the CX spectrum, similar to a data-based SWOT analysis. You can then leverage your knowledge of your customer experience maturity to correctly approach improving the customer journey for current and prospective customers.Read More