You may have seen a commercial recently for Nationwide Insurance, where the female spokesperson does a short demo of the Nationwide iPhone app. It’s designed to be used in case of an accident, and according to the commercial, functions include:

-a flashlight

-a form for getting the other driver’s information

-a button that, when pressed, figures out the street address/location where the accident occurred

There were a few others, but those were the ones I remember. Taken individually, or even collectively, those features are cool, but aren’t game-changers. Nationwide has an iPhone app - and…?

This is a clear demonstration to their customers (and prospective customers) that they (a) are up-to-date with cool tech trends, and most importantly, (b) they use new technology in ways that BENEFIT THEIR CUSTOMERS.

This would work for any number of companies. Design an app that makes life easier for your customers. Whether it enhances a service you already provide through other channels (Nationwide, I’m assuming, already provides customer claims service via phone and maybe even online), or is a totally new offering, this is the type of effort that can pay huge dividends for your brand and your customers’ connection with it.

This is also why some companies are reaping such big rewards from social media. They don’t use Twitter or Facebook as tools to ram marketing messages down their customers throats; the best companies use it as a tool to enhance the customer’s experience with their brand.

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