Olo et BMW permettent aux conducteurs de commander à manger depuis l’ordinateur de bord

Une simple pression de doigt suffit pour commander et payer son repas à bord d’une BMW.

BMW lance un nouveau programme en collaboration avec Olo, pour améliorer l’expérience de ses clients à bord des véhicules. Ce dernier doit permettre aux clients BMW de commander directement à manger depuis l’ordinateur de bord de leur voiture.

Conduire ou manger, plus besoin de choisir

Pour le moment, seulement deux restaurants sont proposés dans le cadre de cette expérience : Nekter Juice Bar et Portillo’s Hot Dogs. Depuis quelques jours et seulement jusqu’à la fin de l’année 2019, les clients BMW aux États-Unis peuvent profiter de ce nouveau programme. Concrètement, les propriétaires de BMW peuvent passer leur commande partout à travers les États-Unis directement depuis leur véhicule en se rendant sur l’app de BMW Labs depuis leur véhicule. Démonstration :

 

 

Olo est disponible uniquement pour les véhicules qui datent de 2015 à aujourd’hui. La compatibilité de chaque véhicule sera vérifiée lorsque l’utilisateur se connectera sur l’app de BMW Labs. D’après Jackie Berg, directrice du marketing chez Olo : “commander son déjeuner directement depuis sa voiture en appuyant sur un simple bouton, c’est que du bonheur non ? Nous vivons dans le futur. La convergence du commerce et du confort offre un potentiel gigantesque aux restaurateurs et nous sommes ravis de travailler avec BMW pour expérimenter comment les commandes effectuées en voiture évolueront et façonneront notre manière de consommer demain”.

Olo et BMW veulent révolutionner l’expérience en voiture

Pour Steve Schulze, CEO du Nekter Juice Bar, l’un des restaurants partenaires de cette expérience : “chez Nekter Juice Bar, notre raison d’être a toujours été de rendre nos produits accessibles à tous et n’importe où. Collaborer avec des marques innovantes et avant-gardistes telles que BMW et Olo va nous aider à étendre cette accessibilité. Nous sommes ravis de pouvoir faire partie des pionniers d’un programme si ambitieux”.

D’une simple pression de doigt, les clients peuvent passer leur commande et la payer. Ensuite, le GPS s’enclenche automatiquement pour guider le conducteur jusqu’à son repas tant attendu. Olo est un véritable expert dans le domaine alimentaire. L’entreprise a créé une plateforme qui permet à des millions de clients de commander à l’avance ou de se faire livrer leur repas dans les restaurants qu’ils aiment. 70 000 restaurants sont référencés chez Olo. Si tout se passe bien, BMW devrait étendre cette expérimentation à d’autres restaurants dans le pays.

Ce n’est pas la première fois que BMW annonce une innovation pour permettre à ses clients d’interagir plus facilement avec leur véhicule. En février, nous découvrions Natural Interaction : basée sur une intelligence artificielle, ce concept permet au conducteur de profiter de 3 moyens de communication embarqués. Cela rend l’interaction avec le véhicule beaucoup plus naturelle, comme si on “discutait avec un ami”. Natural Interaction s’appuie sur des technologies de commandes vocales ainsi que la reconnaissance gestuelle. Cette IA est déjà disponible sur certains modèles de BMW, notamment la Série 7.

Havas Group déploie sa nouvelle méthodologie Mx pour Media Experience

Media Expérience (Mx), le nouveau système d’exploitation mondial de Havas Group, repose sur sa connaissance des consommateurs à laquelle le groupe associe un nouveau processus qui permet de déterminer les Meaningful Media, médias les plus significatifs pour construire plus de Meaningful Brands.
«Le passé récent montre que le media planning et l’achat d’espace sont trop focalisés sur les «plateformes», la «data» et «l’adtech». Ces éléments, certes essentiels, doivent cependant rester ancrés dans ces vérités qui restent profondément enfouies dans le langage humain des consommateurs», explique Greg James, Global Chief Strategy Officer de Havas Media Group.
En pratique, le système Mx crée de grandes expériences media avec une approche en quatre niveaux et une série de phases qui vont du briefing du client à l’impact sur l’entreprise.
– Intelligence : Havas étudie en détail l’environnement culturel, dresse la situation générale de la concurrence, fait une analyse approfondie du bon consommateur et des plus grands atouts de chaque marque pour identifier le bon consommateur porteur de croissance grâce à la plateforme Converged
– Mx Brief
– Mx Development : Havas emploie alors un nouvel ensemble d’outils pour identifier les partenaires les plus Meaningful. Cette nouvelle boîte à outils couvre tous les points de contact importants et inclut : la Meaningful Digital Matrix, et le Meaningful Rating Point,
– Mesure
Ces quatre phases opèrent sur une seule interface système Mx pour assurer un flux de travail continu.

B2E: Make every single customer experience epic trough the convergence of everything, everyone, everywhere

To meet the changing needs and expectations of customers, B2B and B2C marketers need to learn from each other’s experiences to adapt and implement a new set of strategies

Author: Steve Lucas – Senior VP (Digital Experience), Adobe

Source: https://www.entrepreneur.com/article/336631

Whether it’s buying a pair of running shoes or purchasing marketing technology for an organisation, customer expectations are shifting. Consumers are now used to seamless and personalised experiences – companies like Uber, Airbnb, Netflix, and more have quite literally changed the way we live. In the end, every buyer wants the same things – to buy from a company that they connect with and that delivers a great experience – whether it’s a sports apparel company, software company, or anything in between. It’s no longer enough for a product or service to be best-in-class for a customer to want to buy it.

B2E: A New Paradigm for Growth

Today, companies are trying to balance increasing customer expectations while trying to create compelling end-to-end experiences to keep customers engaged. New behaviours and expectations are forcing the traditional silos of consumer-and business-focussed strategies to converge. In fact, 52 per cent of companies who have both B2B and B2C customers say they have seen more similarities in the way these two groups of consumers behave. Of course, there are inherent differences in how marketers think about the two audiences: B2C focuses on a precise view of the individual, and B2B focuses on a single view of an account with many buyers, making the buyer journey more complex. However, the lines between the two audiences are blurring as their journeys become more similar.

To meet these changing needs and expectations of customers, B2B and B2C marketers need to learn from each other’s experiences to adapt and implement a new set of strategies, tactics, and technologies to meet their goals. The goal is universal — to make every single customer experience epic. And that’s where B2E comes in – it represents a new era of customer engagement – the convergence of everything, everyone, everywhere – with experience at its core.

Take Amazon, for example. Imagine how different the world would be if they had stopped at selling books. Or, what if Adobe had stopped after the invention of PDF? We know that both companies engage with consumers, as well as businesses every single day, and it wasn’t just their book-selling or PDF-creating that got them to where they are today. Their focus on delivering compelling experiences, regardless of customer segment, is one of the biggest reasons for their immense success.

Four ways to Create Epic Experiences

Now, you might be thinking, “This all sounds great, but how do I effectively engage my customers and deliver personalised, epic experiences – every single time?” Here are four tips to help you move beyond conventional B2B and B2C marketing approaches to ensure your focus is on delivering personalised customer experiences.

1. Develop Real-time Customer Profiles.

It’s most likely that you don’t have a lack of data. It’s probably quite the opposite. Most companies have mountains of customer data. And depending on their size and structure, most companies capture data in different systems, making it hard to get a holistic view of their customers. A single source of data truth gives marketers the ability to decipher customer insights across all stages of the buyer journey and create a unified, complete, and real-time customer profile that enables more personalised engagements regardless of whether the customer is a large enterprise or a single consumer.

2. Establish Data-driven Processes. 

Once your customer profiles are created, you need to establish and align your entire company to a unified data-driven process. Customer data is the lifeblood of experience, so it’s critical that the data is used and shared with internal audiences – anyone who works with the customer – appropriately. Leveraging a single source of truth across the organisation empowers employees to create relevant and personalised experiences with customers. At Adobe, we developed a rigorous data-driven operating model that connects data to customer profiles, which allows understanding our customers better, and make decisions based on data gathered throughout the entire customer journey. 

3. Deliver Relevant, Personalised Experiences.

Now that you have data-driven processes established and a clear, real-time view of your customers, the next step is to engage. With rapidly evolving customer needs, it’s more important than ever to deliver relevant and engaging experiences to your customers at the right moment, every time. For example, as a consumer, you don’t want an email asking you to buy skis when you just purchased a pair, but you might enjoy tips on how to maintain them or where to go to break them in. The same is true for business buyers. No one wants to be marketed to; everyone wants to be engaged with. Give your customers the engagement they want. Let them know you understand where they are in the buyer’s journey and that you can meet their needs – with the right content, at the right time – at every step of the way, from acquisition to advocacy.

4. Create Seamless Experiences across all Channels

Just as a consumer may start shopping on their phone and complete the purchase on a laptop, business buyers expect a seamless experience across multiple touch points and channels as well. Let’s say they fill out a form on your site as the first interaction. When they return two days, two weeks, or even two months later, they expect you to remember the initial interaction and acknowledge it. To create these seamless experiences more easily, leverage technologies like artificial intelligence as part of your tech stack to give your customers a personalised experience across multiple channels (website, chatbot, email, etc.) at scale. Tailoring your message based on the customer’s needs, current place in the buyer journey, and the channel is key to creating personalised and engaging experiences.

It is imperative to keep customer experience at the heart of every initiative for long-term, sustainable growth. Remember, your best-in-class product is nothing without a compelling and personalised customer experience behind it. People don’t remember products, but they remember experiences. And, experience is the fine line between epic and epic failure.

10 Great Twitter Tools To Transform Your Tweeting Experience

10 Great Twitter Tools To Transform Your Tweeting Experience.

Being on Twitter all day can be a huge time suck. Yet, at over 250 million Tweets posted each day, and over 460,000 people that are signing up daily, one has to find a way to make Twitter work.

So how are the Guy Kawasaki’s and TweetSmarter’s of the world doing it? The answer I have found is to make use of Twitter tools. There exist a lot of them out there and they are the absolute key for me to make Twitter work.

At over 1 million apps and one new one being registered every second, it is very hard to know which one to pick. So here are my top 10 tools to help you transform your Twitter experience into something a lot more efficient and powerful:

#1 TweetStats – Full analytics for all your Tweets

“If you can’t measure it, you can’t manage it” said Peter Drucker a long time ago. With TweetStats, you have a powerful tool to measure all your Twitter behavior in one place. It shows you your Tweet timeline to understand how much you are Tweeting each day and each month. It also dives deep into analyzing your best times to Tweet via a Tweet Density report and follower comparisons.

Pro Tip: What I like best is the @reply and Retweet analysis. It gives you a clear picture if you hit the right balance of engagement and content Tweets.

#2 Nurph – The Ultimate Twitter Hashtag Tool

One of my most recent discoveries is Nurph. The App has received a revamp and is now more powerful than ever. It lets you invite friends into a private chat room via a simple Tweet. This is amazing if you want to take a brief connection to a new level and have a longer conversation. A great example for using Nurph is to keep your Twitter community engaged in longer talks. I also had great results using it for support purposes if you want to get feedback on your product or service.

Pro Tip: What I like best is that the App offers featured channels as well as an archive for your chat conversation.

#3 MarketMeSuite – Your powerful Tweeting dashboard

Although there are a ton of Social Media dashboards out there, MarketMeSuite is a great new solution that boasts a ton of additional features. You can connect multiple social networks and the App also supports PeerIndex and Klout support. On top scheduling and pulling in RSS, MarketMeSuite also allows you to white label your Tweets.

Pro Tip: A great feature of MarketMeSuite is to create reply campaigns which allows you to geo-tag and target users a lot more specifically than normal Tweets.

#4 ManageFlitter – Send tweet reminders for important events

Sometimes, finding those updates which are most useful on Twitter are buried somewhere amongst irrelevant Tweets. Whenever this happens, it is time for me to go ahead and sweep out all those Twitter accounts, which don’t add any value for me. With ManageFlitter this is super easy to do. The App displays all accounts which are inactive, don’t follow you back or are spamming your stream and you can unfollow them with just one click.

Pro Tip: What makes ManageFlitter most recommendable is that you don’t have to sign up for anything. You can sign in with Twitter, unfollow the people which don’t add value and off you go.

#5 StrawberryJ.am – Reading Tweets made simple

Seeing through the clutter on Twitter can be very hard sometimes. With StrawberryJ.am, there is no more searching through your stream for finding the good stuff. The app automatically finds the top mentioned Tweets and shows them in a new order beginning with most retweeted update at the start. You can also create lists and search terms that StrawberryJ.am filters for you with their goodness.

Pro Tip: If you really don’t want to sign into another new website each day, try StrawberryJ.am’s handy email feature. They will email you a summary every evening, which is super convenient.

#6 SocialBro – Managing your Twitter community made easy

If you are looking for a tool that tightly focuses on managing your community, look no further than SocialBro. The app lets you manage your lists, see your community in a map and browse your community conveniently based on their engagement. On top of this the app allows you to bucket your followers according to time zones which is very useful to know when to best reach them.

Pro Tip: What I like best here is that SocialBro shows you how fast your followers have been growing over the past and at which times you have lost most followers.

#7 Tweriod – Find your most valuable Tweeting times

This is one of my favorite Apps particularly for its simplicity. All you have to do is sign in with Twitter on the landing page and the App crunches the numbers for you to find your best times to Tweet. It will then show you the results on a beautiful graph and with all your key results in one spot. You can also go ahead and export your results via .pdf very conveniently.

Pro Tip: Tweriod also gives you some great additional analysis showing you different optimal timing for different days of the week. I found this very powerful.

#8 Klout for Chrome – Find top influencers with one glance

Despite some of the recent uproar for Klout’s changes in its algorithm, I believe it is a fantastic way to cut down on time spent looking for the right people on Twitter. With its Chrome extension, you will be see immediately who the best people are you should start engaging with right inside Twitter.com. Since it is often hard to decide which Tweets to pick up and reply to, this is very helpful.

Pro Tip: What I like best is that you can click on each score and get to their Klout profile page to learn more about what they are up to.

#9 Twylah – Beautiful Twitter brand pages

Twylah is an up and coming must have tool for anyone who wants to be serious about Twitter. The App turns all your Tweets into a new, self-branded landing page filtered by the top topics you are Tweeting about. I found this to give a much better overview about what the person is Tweeting about than only looking at ones stream. The rich media display and concise summary of topics turns your Tweets into a great visual experience.

Pro Tip: Twylah also boasts a great feature called Power Tweets. You can send special Tweets, which are surrounded by other relevant content and have proven to decrease bounce rate by over 4x.

#10 WhoTweetedMe – Find out who is Tweeting any article

Always wondered who those people actually are that make the count go up on the Tweet button? With WhoTweetedMe you have a powerful to answer exactly this question. You can drop in any URL and the app will display who Tweeted it, at what times and with what reach. It is a very powerful measure to understand the impact a Tweet can have across the Twitter universe.

Pro Tip: WhoTweetedMe also gives you a list of the top influencers that have retweeted that article. Via the “thank you” button you can thank them right from inside the app.

Making use of these tools has improved my Twitter experience significantly. Staying on top of Twitter, tweeting frequently and at the best times is what has been facilitated tremendously through these Apps for me.

Over to you now. Do you think any of these tools can be of help for your Tweeting effort too?

About the Author: Leo Widrich is the Co-Founder of Buffer. Buffer is a smarter way to publish your Tweets and FB updates that has shown to increase clicks on links by 200%. He also writes a lot more Twitter tips on theBuffer blog.