Customer Care, evolved
Real time preview
It has been little more than twenty days since the introduction of Passbook, the most eagerly awaited iOS 6 application, and despite a lot of criticism from the usual detractors, it is making rapid progress in infiltrating the market. Apple has already taken significant steps to make it easier to spread this new app, which is set to transform the world of digital marketing. Indeed, Apple has purposed the ‘Add to Passbook‘ button (after the introductory paragraph to Passbook in the App Store), so that developers can insert it into their applications, websites or email.
Previously, every dealer had their own personalised badge for the customer to add to the Passbook voucher or ticket issued on their website. A button like the one from Apple increases the brand value of the issuer of the Passbook pass, while at the same time representing an important stimulus that enables more and more companies to integrate their services with the great innovation made in Cupertino.
However, the biggest boon arising from the spread of Passbook and its dissemination at all levels of the business are the services offered by independent developers. These platforms, and notably Passdock, supply the tools that companies need in order to enter the Passbook ecosystem, without having to know about programming codes or own private servers for the distribution of passes. In fact, the vast majority of companies cannot afford to develop customised apps that integrate with Passbook, as was done by companies such as American Express, American Airlines, Starbucks, Airbnb, Eventbrite, Access and McDonald’s.
On the other hand, failure to adapt to this change means that companies will lose a great opportunity to implement new, effective, low cost marketing strategies, using not only push notifications and geolocation. In fact, there are a great many possibilities for exploring the creation of diversified passes (from discount coupons to loyalty cards to prepaid cards), and all these options are very useful for the end user, who can now effortlessly manage all the cards that he did not even know he had.
Not only is the satisfied user encouraged to visit his favourite stores more regularly, but also those who have not previously visited can be sent customised discounts, limited to a certain period, and notifications of exceptional events, both of which relate to the potential customer’s nearest store. The prepaid card also allows the retailer to cash in at once and receive an immediate advantage, as well as benefiting from greater customer loyalty from the client who creates it.
If it is true that for the majority of businesses it is impossible to develop a proprietary application to integrate Passbook into their workflow, it is also true that because of the cutting-edge tools available from Passdock they can start to create, update and distribute passes for their respective companies without further delay; a process that becomes so easy, and ensures a high return on investment and a reduction of initial costs, especially if they still emit cards or tickets in a paper format.
Trackback from your site.