A bloody good customer journey

Our Head of Customer Engagement, Matt Garisch, describes his recent experience of giving blood.


Sat planning my next tattoo, I suddenly found myself focussing on a rather different type of needle, and considering giving something back instead – by donating blood.

It’s not every day that an organisation makes me stop and re-evaluate my life choices. In this instance, it was the NHS’s Give Blood appeal.

Somewhere, somebody customer obsessed, thought about how to get people to donate, and keep them coming back for more, by using a clever mix of channels, technology, and a focus on customer experience to evoke an internal conversation in the recipient – in this case me!

Everything from the booking process online, the Give Blood app, the experience in the donation centre, and the follow-up (which was the thought-provoking icing on the cake for me), altogether created an awe-inspiring customer experience. They did their job so well, that it made my behaviour, dare I say it, predictable!

Here’s the journey they took me on:

  1. I decided I wanted to donate – so downloaded the app via a link in a tweet by the Give Blood appeal.
  2. I was offered a convenient appointment – signing up with no fuss.
  3. The experience on the day was great – the waiting room wasn’t full of awkward Londoner strangers, catching each other’s eye and quickly looking away. On the contrary, there was a feeling of camaraderie amongst us.
  4. I left feeling happy – I’d done a great thing and was proud of myself.
  5. I received a thank you message – an unexpected text message thanking me for donating, stating that my blood type would be updated on the app, along with my next potential date to donate.

And, I assumed that would be it…

However, about two weeks later, I got a further text from the service. My blood had been given to a named London hospital that day – wow!

Now, it may not be much, but that last message stopped me in my tracks. It had instantly made the whole process real for some reason. Donating is not something I did a few weeks ago, but now that I knew that it was actually being put to some use, and I knew whereabouts, this immediately created a flurry of internal dialogue around my choices of whether to donate again in future.

How is this relevant to B2B?

Often when we talk about customer journeys, it’s usually a straight line on a diagram which leads to some positive benefit for your organisation. The flaw (as it is with most things in this world) is the human element. You cannot predict, or encourage, the reaction you get from someone. Or can you?

Customer journeys do not begin with web pages, events (virtual or physical), emails, or social channels. They start in the mind, beginning with a conversation as a person works through a problem.

Have you thought about the conversation you want your customer to have when they are not engaging with your brand? Customer analytics platforms like Thunderhead and Kitewheel can show you the path, and (much like ABM theory and frameworks) they are useless, unless you look at how you fundamentally influence the decision-making process. Through using multiple channels that manage the ongoing conversation, you can minimise the chance variable in the decision tree.

And how can you break through the noise to positively influence their decision? Well, 97% of decision-makers say they have a preferred vendor before they go into a pitch process, according to a new study entitled Group. Mind. Set. How Group Dynamics Impact Business Decisions – conducted by B2B Marketing.

The point of the journey

Customer journeys are not a straight line. Spanning multiple channels, they start way before you have intentionally turned your marketing sights on them.

So, if my experience is anything to go by, and the journey I’ve been on influenced the chance variable in my internal dialogue, the stage has already been set, and I have made 92% of my decision already.

Only time will tell what the most likely conclusion will be. Let’s connect and I’ll let you know the outcome.

Beasting the B2B Awards

The B2B jungle is a competitive place with lots of fierce creatures. Turns out that team Standard Life have what it takes to be at the head of the pack having been shortlisted in no fewer than four categories:

  • Category 1: Best Multichannel
  • Category 16: Best SME
  • Category 22: Best Lead Generation & Nurture
  • Category 24: Bravery Award

There are no easy categories and all require a deep pool of skill sets, both client and agency side, to achieve connected strategies – with exceptional customer experiences that deliver results.

We hope that we have good cause to be swinging from the rafters come November 23rd when the winners are announced.

Standard Life: Step Ahead With Confidence

Exchanging success with LSEG win

The Crocodile has been appointed by one of the most iconic brands in finance.

The financial services regulatory landscape is constantly evolving. The upcoming MiFIR deadline will require those firms affected to work with trusted partners and implement effective technology solutions, in order to stay compliant and get ahead of the regulatory curve.

UnaVista is the leading transaction reporting platform from the London Stock Exchange Group that enables financial institutions to meet the requirements of MiFIR and other associated regulations, and also benefit from a suite of LSEG’s solutions and its impressive ecosystem.

The Crocodile has won a five-way pitch against some B2B agency heavyweights, to be appointed a roster agency for the London Stock Exchange Group, and to develop a new campaign to promote UnaVista to those organisations affected by MiFIR. It’s another great win for the agency at the start of the year and we are delighted to be working with one of the world’s most recognised and admired financial services brands.

Leica snaps up The Crocodile

Not one, but TWO recent product launches from premium brand Leica Camera meant two new projects for The Crocodile.

Video and social media were the common thread.

The Leica Sofort.
With a truly accessible price point, the first instant camera from the brand offers a prime opportunity to hit previously untapped markets.

To reach the right audiences during the saturated Christmas advertising sprint, The Crocodile devised a highly-targeted paid social media campaign to introduce the product to the UK market, with longevity. Careful not to pitch the product as a festive tech fad and keen to demonstrate the instant-print capability of the Sofort, a vibrant product-led video with a catchy soundtrack was created to be the hero visual. Video ads on Facebook are unrivalled for gaining reach and awareness.

The M10
The M is a Leica icon. This new version is the slimmest, fastest, most discrete digital M of all time. The Crocodile helped to capture the real-time excitement of the much-anticipated UK launch with a Facebook Live broadcast from the Leica Store Mayfair, London. Together with Tom Morgan, Reviews Editor of Stuff Magazine and Robin Sinha, Leica Akademie tutor, a brilliant Q&A and demo brought the magic of the M to the public at the earliest opportunity. A series of social content, including Instagram Story continued the buzz beyond the launch event.

Social media continues to be a prime channel for Leica to reach its target audiences and engage its community.

Nectar Business embraces video to champion SMEs

The continued and growing importance of high frequency, low cost video transverses both B2B and SME marketing. Nectar Business recognises this and has sought to take advantage with the launch of its new #MyBiz video series.

The result: a celebration of the brilliance and individual nature of great British business through an evocative and personal series of short video stories that intend to inspire and motivate the Nectar Business audience of small business owners.

The first video in the series features The Pickle House.

Nectar Business understands that running a small business can be a challenge, but also incredibly rewarding. The videos champion four very distinct small firms, with each tapping into themes that are applicable to all small businesses:

  1. starting out
  2. customer loyalty
  3. building relationships
  4. the importance of passion.

The Crocodile works with Nectar Business on its content programme, which includes the creation of Nectar BizHub, a new site to drive a more active conversation with the UK’s small business community.

“The #MyBiz series has allowed us to put video at the heart of our Nectar Business content programme, and it’s a fantastic way to hero and celebrate our small business customers’ stories. It’s very apparent that video is a core format for our audience and we’re aiming to use this to engage more closely with our customers in the future,” says Clare Gazzard, content manager for Nectar Business.

The Nectar Business #MyBiz videos are live now on Nectar BizHub and feature on the Nectar Business Facebook and Twitter channels.

Smart content marketing with Dell EMC

The merger of two of the world’s largest IT brands – Dell and EMC – into one premier end-to-end technology company has obviously created lots of news coverage over recent months.

During this transition, The Crocodile has worked closely with the Dell EMC product teams and subject matter experts to develop an exciting new content marketing campaign. The activity promotes Dell EMC’s advanced data storage systems under its new brand identity, around topics such as “the future of storage” and “building your data lake”.

Enterprise tech can be complicated subject matter – but our combined team has successfully created a clear and accessible content narrative using multiple formats. These include engaging articles and blog posts on the business benefits, eye-catching infographics and fun animated videos.

An advanced POEM (paid, owned, and earned media) strategy was also formulised to optimise SEO and drive reach, engagement and traffic via social media.

We’re delighted that the campaign is playing a key part in helping the new Dell EMC make a big splash in the IT industry.

Take a look at some of the campaign assets here: