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Now for hyper-relevance

There’s been a sudden shift in consumer gravity, argues a new whitepaper, Welcome to The Hyper-Relevance Era, from Accenture Africa’s Digital practice.

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Today’s business landscape is consumer-centric, forward-looking, adaptive and constantly evolving. It’s a new era in which brands must embody not only meaning, dynamism and dedication, but transparency and accountability. Organisations that fail to adapt will struggle to compete in the next few years.

Wayne Hull, Managing Director for Accenture Digital, Africa and co-author of the whitepaper explains, “Consumer expectations today have become highly liquid. For example, if you’re a South African bank providing an online experience, your customers aren’t comparing your offering only to what other local banks provide. They’re comparing it to Amazon and Facebook. Personalised, hyper-relevant experiences have become critically important to consumers.”

Hyper-relevance explained

Importantly, personalisation and relevance differ greatly. Personalisation is often static and time-lagged, delivered at the point of purchase in response to certain customer behaviours. Hyper-relevance, however, is dynamic and “always on”. It focuses on using artificial intelligence and predictive analytics to understand customers’ needs in the evolving context in which they make their purchasing decisions.

The traditional approach is failing

The objective of the former ‘Loyalty Era’ was creating incentives for brand memberships which drove repeated purchases. The Relevance Era upends that thinking. The goal now is to create a gravitational field that attracts customers into orbit around a brand – a field strong enough to withstand the constant re-evaluation of the digital age.

Many established South African companies are already feeling the effects of the shift in consumer expectations, the whitepaper notes, and executives are seeing long-loyal customers begin to move to competitors.

According to Accenture’s 2017 Global Consumer Pulse, South African companies lost R663 billion in potential revenue in 2017 due to customer switching. 66% of those switches happened because customers felt the brands’ offerings lacked relevance.

A key reason for this change in behaviour is that in the Loyalty Era, consumers were discouraged from re-examining their options. In the Relevance Era, however, a new mobile-enabled and digitally savvy generation is continually challenging, assessing and comparing companies’ offerings. It’s a shift from the loyalty ‘loop’ of once-off assessment to a churn of continual evaluation. 2018 research conducted by Accenture noted that leaders in sustainable growth today not only understand the changing digital needs of customers, but pivot their growth strategies accordingly.

But that’s not all. “Consumers are turning ever more to social media sites like Facebook, Twitter, and Snapchat to develop opinions about brands,” the whitepaper’s authors note. “And they’re consulting comparison-shopping and review websites at an accelerated rate, with 71 percent now saying that such online resources are important and influential to their purchase consideration. South Africans are even getting more comfortable acting on recommendations from intelligent-learning applications.”

Consequences of the change

Now more than ever, there’s a need for a strategic rethink. For CMOs in particular, the new consumer landscape calls for an expansion and realignment of the marketing framework.

Fortunately, with advancements in data analytics, companies now have the ability to see and react to consumer fluctuations in the moment. Moreover, every transaction or engagement can be tapped, yielding the key data needed to personalise future experiences.

The age of hyper-relevance is upon us. The message: adapt, or your customers will switch to your competitors, and soon.

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AppDate: Prepare for space

In this week’s AppDate, SEAN BACHER highlights Space Nation Navigator, Hitman Sniper, Snake Mask, Memrise, WhatsApp Web, and Carrot Weather.

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Space Nation Navigator

Space Nation Navigator is a bit of a strange app. It is part game, part exercise and part educational. On the game side, users have to navigate the Mars Rover, put the International Space Station back into orbit or move their Martians to safety before a sand storm hits Mars. When it comes to exercise, Space Nation Navigator provides users with a range of exercises and Yoga videos to prepare them for space travel and working in an anti-gravity environment. The education aspect teaches users about the planets, and star constellations, and then offers quizzes on what has been taught.

Platform: Android and iOS

Cost: A free download.

Stockists: Visit the store linked to your device.

 

Memrise

Memrise takes a new approach to help people learn new languages. Instead of providing a user with random phrases and words to memorise, the app connects you with a person already fluent in the language you want to learn. In turn, the person you are speaking to wants to learn the language in which you are fluent. Once your profile is filled out and languages selected, it connects you with people around the world who are interested in your language, and then allows you to chat with them in real-time. Memrise also lets one learn new languages through games, chatbots and grammarbots that help with spelling, tenses and pronunciations.

Platform: Android and iOS

Cost: A free download.

Stockists: Visit the store linked to your device.

 

Hitman Sniper

Hitman Sniper is loosely based on the Agent 47 movie released a few years ago. The game offers players the ability to hone their shooting skills through a range of training courses and, once they think they are ready, they can start taking out the bad guys. Things start off easy enough, but they get more and more difficult as one progresses through the 150 missions on offer. One will also have to upgrade various gun components, like scopes, magazine capacities and silencers, to make the missions a little easier. Hitman Sniper lets users buy 16 to tackle each of the missions – either with real money or via the points accumulated by completing missions. Money and points can also be used to upgrade firearms.

Platform: Android and iOS

Cost: R7 – with a range of in-app purchases.

Stockists: Visit the store linked to your device.

 

Snake Mask

The iconic Snake game that was preinstalled on most older Nokia phones has had a complete make-over. It now uses Facebook’s AR technology, meaning that you have to navigate the snake around obstacles in your home or office, all the while collecting coins and stars that change the snake’s speed and length. Unfortunately, Snake Mask is only available on Nokia’s new range of smartphones. However, it should not take long before it slithers onto other devices.

 

Platform: New Nokia smartphones running Android.

Cost: Free to use through the Facebook app installed on the device.

Stockists: Available through the Facebook app.

 

WhatsApp Web

Although this is by no means a new app, it is an extremely useful one, and one that not many people know about. Tapping out WhatsApps on your phone is easy enough, but thanks to WhatsApp Web it can be even easier. Open the WhatApp Web page under WhatsApp and you will see a QR code. Scan this code through WhatsApp on your mobile and you will be shown a replica of what you would normally see on your phone. You can then type and reply to messages using your computer instead of having to stop everything and unlock your phone every time a message comes through. WhatsApp Web is great if you share your computer with other people as it automatically disconnects when the browser is closed. However WhatsApp also offers an app that when installed will stay connected to your phone unless you manually remove it.

 

Platform: Any up-to-date Internet browser

Cost: Free to use and install

Stockists: Visit www.WhatsApp.com

 

Carrot Weather

There are thousands of weather apps on the Internet these days and all of them do the same thing – inform you of the weather in your area. However, Carrot Weather has taken what is just another app and turned it into something fun. By fun, I mean sarcastic, rude and completely politically incorrect. A user starts off by selecting religious and political views. It then asks about personality, ranging from friendly to homicidal to overkill – which includes profanity. So, for instance, instead of waking up to to the standard partly cloudy forecast, Carrot Weather will display something like: “It’s only partly sunny, the sun is a total effing failure.” It also has a range of insults that it throws at you whenever you open the app – some of them downright insulting, so it is definitely not for those who are easily offended. The app’s user interface is very simple, displaying a week’s daily forecast and hourly forecasts for the day selected.

Platform: Android and iOS

Cost: Free to download but with adverts. The premium, advert free version costs R12 per month.

Stockists: Visit the store linked to your device.

* Sean Bacher is editor of Gadget.co.za. Follow him on Twitter on @SeanBacher

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SA Start-up reinvents PABX

For any South African business, the idea of setting up or changing a telephonic switchboard system is the stuff of nightmares. Dealing with expensive hardware and hearing things like QSIG and VOIP is not what you’d call exciting.But now there is an app.

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Enter BuzzBox (www.buzzboxcloud.co.za), a web-based telephone switchboard that is aimed at small and medium sized businesses wanting to take the hassle and cost out of the company switchboard. Whether you are a small one-man operation or a larger organisation with staff working remotely, BuzzBox is the best switchboard solution.

What sets BuzzBox apart from anything else on the market is its easy-to-use dashboard. It puts you in control of everything from picking your phone number to setting up voice prompts and managing your business-hours schedule.

BuzzBox was developed when the startup behind it, Jini-Guru, needed such a service for its own use across multiple continents. “When we started Jini-Guru we could not find a seamless online process that would allow us to set up a full web-based switchboard, so we decided to build one for ourselves,” says Mike Smits, Director at Jini-Guru.

He says a lot of startups today are tech savvy and know how to use apps and the services that go with it. “It’s the uberisation of services and its driving demand for instant service activation.”

BuzzBox works as an app on both iOS and Android but users wanting a desk phone option can choose from a variety of devices on offer or use their existing VOIP phones.

Setting up a BuzzBox account takes 5 minutes. During registration your FICA documents are uploaded [ID and proof or residence] and you get to pick your phone number before the account is created. Companies that want to keep an existing number can do so too.

The real magic happens when you log on to the BuzzBox Dashboard. The main screen displays a summary of statistics for your account while the left-hand menu provides you quick access to various configuration settings and reports.

Setting up new extensions or external numbers is done with a few clicks and you can even set up various departments which is a great way to route a call to various people in a department, like sales or support.

The intuitive user interface also makes it easy to set up hold-music and voice prompts. You can add voice prompts by recording them straight to your phone, just make sure you use a clear voice with quiet surroundings for the best customer experience.

One of the main features of BuzzBox is its call recording feature that allows an organisation to record calls for legislative purposes, such as a lawyer, or for customer service purposes such as support. Recordings are stored securely online, and you have the ability to download recordings for playback. Companies can opt-in for this service and it’s free to use. Recordings are stored online and are fully encrypted so only you can listen to, or download them. Storage costs R1 for every 1000 minutes of stored recordings.

Other features include call forwarding and scheduling. The latter allows you to set office hours for your organisation which will divert calls to an after-hours messaging service. You also have the option to enable routing to an employee who is on call after hours.

BuzzBox also has a reseller program for companies wanting to offer this as a switchboard solution to their existing customers.

The costs for this service is R89 p/m for the first phone number which includes your first extension for free. Thereafter you’ll pay R89p/m per extension. Calls between extensions are free but you pay per second for all outgoing phone calls. More info on pricing can be found here: https://buzzboxcloud.co.za/pricing/

BuzzBox is offering a Launch promotion where they are offering the first line and extension free for 12 months. Only pay for calls. Use promo code “feoifyaa” during sign-up to apply your discount.

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