{"id":17818,"date":"2012-05-10T10:11:45","date_gmt":"2012-05-10T10:11:45","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/smartvideo-the-new-low-cost-of-wow\/"},"modified":"2025-02-13T21:24:00","modified_gmt":"2025-02-13T21:24:00","slug":"smartvideo-the-new-low-cost-of-wow","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/smartvideo-the-new-low-cost-of-wow\/","title":{"rendered":"SmartVideo: The New Low Cost of Wow"},"content":{"rendered":"

The word \u201cwow\u201d is beginning to occupy a ubiquitous spot in CMO strategy decks, previously reserved for old standbys like \u201ccustomer advocacy\u201d and \u201ccustomer engagement.\u201d But a common misperception is that the wow customer experience cannot be delivered at scale and done so cost effectively.\"\"<\/p>\n

Clearly, wow\u2019s time is now.<\/p>\n

What strikes me as I listen to marketing leaders chronicle their strategies is the very different ways these generally like-minded executives define the word.  For some, delivering a \u201cwow\u201d means doing something extravagant for a customer who wasn\u2019t expecting it.  For others, delivering a wow means providing fast, reliable service and doing it more quickly than was previously possible.  For yet another, providing a wow means mobilizing substantial human and financial resources in an effort to make up for a failure in service to a high-value customer.<\/p>\n

As widely as these definitions differ, there are a few common themes:<\/p>\n

    \n
  1. A \u201cwow\u201d experience communicates the importance of the customer\u2019s relationship with the company.\n<\/li>\n
  2. A \u201cwow\u201d means treating the customer as an individual rather than a member of a segment or group.\n<\/li>\n
  3. A \u201cwow\u201d experience is one that\u2019s intensely relevant to the customer at that moment in time.\n<\/li>\n<\/ol>\n

    Marketing executives also associate the \u201cwow\u201d with significant \u2013 sometimes prohibitive \u2013 expense, so the experience is often reserved only for a company\u2019s very best customers.<\/p>\n

    One marketing executive, whose company occasionally picks up its best customers plane-side in luxury vehicles, questions how sustainable this type of experience is.  He wondered if the customer treated to this experience will begin to expect it and later become disappointed to find that it\u2019s meant as a \u201conce in a relationship\u201d wow.  They\u2019re setting the bar pretty high here.  How expensive will it be to continue finding ways to jump over it?<\/p>\n

    A banking executive recently told me that her company delivers a wow to a subset of its customers by having a special 800-number that goes directly to a real person, bypassing IVRs and hold music all together. But, to paraphrase her, do you have any idea how much more expensive it is to have them go directly to a rep, instead of spending just one minute on hold<\/em>?  It\u2019s expensive enough that we need to see an awful lot of value from these customers to continue to provide that level of service<\/em>.<\/p>\n

    For those who view a SmartVideo<\/a>, the word \u201cwow\u201d is at least as common in the survey verbatim as the word \u201cengagement\u201d is in marketing decks, which is to say it\u2019s everywhere.<\/p>\n

    The true beauty of SmartVideo is that it\u2019s cost effective enough to be sustainable over the long term, allowing companies to deliver repeated \u201cwows\u201d to their entire customer population, rather than only on occasion and to a select few.  And while even the most ardent proponent of SmartVideo wouldn\u2019t compare it to a chauffeured ride from a plane in a luxury automobile, it\u2019s a great way to engender proven advocacy and engagement in the customer base.  If the strategy decks I\u2019ve seen lately are any indication, advocacy and engagement are what it\u2019s all about.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Delivering wow experiences is a strategic imperative for CMOs, yet is perceived to come at a high cost. SmartVideo delivers wow at scale and cost effectively.<\/p>\n","protected":false},"author":13,"featured_media":20069,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[124],"class_list":["post-17818","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-measurement-impact"],"acf":[],"yoast_head":"\nSmartVideo: The New Low Cost of Wow | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/smartvideo-the-new-low-cost-of-wow\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SmartVideo: The New Low Cost of Wow | SundaySky\" \/>\n<meta property=\"og:description\" content=\"Delivering wow experiences is a strategic imperative for CMOs, yet is perceived to come at a high cost. 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