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本文摘要:In the past, companies sought to please old customers and entice new ones by offering small holiday gifts. They gave away refrigerator magnets, calendars, and Christmas ornaments emblazoned with the company logo.过去,公司不会在节日获取一些小礼品来讨好老顾客,招揽新的顾客。

In the past, companies sought to please old customers and entice new ones by offering small holiday gifts. They gave away refrigerator magnets, calendars, and Christmas ornaments emblazoned with the company logo.过去,公司不会在节日获取一些小礼品来讨好老顾客,招揽新的顾客。他们不会送达具有公司标志的冰箱贴、日历、以及圣诞装饰等。But in today’s geo-encoded, app-enabled world, sophisticated companies are trying something new to build trust and relationships with customers. We call them ‘benevolent apps.’ Unlike some apps that are designed to generate sales and promote special deals, benevolent apps are created to offer useful information or otherwise help with decision-making. The idea is not simply to sell products or services, but instead to build trust and relationships that eventually will lead to economic success.但如今,那些成熟期老道的公司于是以尝试用一些新的手段夺得消费者的信赖,并与他们创建情感联系。我们把它们称为“友好应用于”。


One good example comes from Sea Tow Service International, a company located in Southold, New York. Sea Tow offers emergency towing and rescue services for boaters in the United States, the Caribbean and Europe. The free Sea Tow app supports boaters’ navigation needs by offering information about local tide tables, detailed marine weather forecasts, GPS coordinates and bearing and speed.Sea Tow Service International就是一个很好的例子,这家坐落于纽约州绍斯霍尔德的公司,为美国、加勒比海和欧洲的船员获取应急装载和救援服务。他们的免费应用于Sea Tow不会获取当地潮汐表格、详尽的海洋天气预报、GPS座标、航行方位和速度等船员定位所需的信息。


A traditional marketer might argue that to the extent that Sea Tow furnishes information that can reduce accidents (thereby reducing Sea Tow calls), it is undercutting its own business. A boater, however, might be favorably disposed toward calling Sea Tow instead of its competitor, Tow Boat US, if faced with an emergency.传统的营销人员或许不会指出,从某种程度上说道Sea Tow获取的信息不会增加事故(因此也就增加了Sea Tow接到的大喊数),这不会阻碍公司本身的业务。然而,感受到这份友好的船员当面对紧急状况时,有可能就不会偏向于调用Sea Tow,而不是它的竞争对手Tow Boat US。To further study this concept, we worked with two companies—Liberty Mutual and Suruga Bank—to create two benevolent apps and then test the results.为了更进一步研究这个概念,我们与利宝互惠保险集团和骏河银行两家公司合作,创立了两个友好应用于并测试它们的效果。

The Liberty Mutual app was aimed at people who were in the process of moving. The app included a digital “safe,” where they could record with text and photos their valuable-items and an inventory tool where they could record the contents of their boxes.这款利宝互惠应用于面向正在搬去的人群。该应用于享有一个数字“保险箱”,可以让用户用文字和照片记录自己的贵重物品;还有一个表格工具,可可供用户记录箱子中的物品。Although Liberty Mutual offers auto, homeowners and personal property insurance, it does not offer moving insurance. So why did the company find the idea of creating an app to help people move appealing? Their goal was to build trust through benevolence and to improve brand image, consideration and purchase intent. On the final screen of the app, users could contact Liberty Mutual for more information on the products they offer including home, life and accident insurance. So although the app was benevolent, it had a mechanism for capturing goodwill by linking users to the company’s agents.尽管利宝互惠获取汽车、房屋和个人财产保险,却并不获取迁往保险。那么为何公司不会有兴趣做到一款老大人迁往的应用于呢?它的目标是通过这款友好应用于创建信赖,提升品牌形象、关注度,强化顾客的出售意愿。

在应用于的最后一个页面,用户可以联系利宝互惠,取得更加多关于该公司产品的信息,还包括家庭保险、人寿保险和意外保险。所以尽管它归属于友好应用于,却能创建用户和公司员工的联系,从而提升公司的商誉。The app was tested in 2010 in a comprehensive market research study of 750 consumers. Overall, respondents viewed the Liberty Mutual moving app as meaningful, believable and relevant. The favorable user experience led to positive attitude changes toward Liberty Mutual, which considers responsibility and trust to be among its key brand attributes. The company saw a significant increase in its trust rating, believability and confidence attributes.2010年,该应用于经过了面向750名顾客的综合市场调研。


The second app we created was for Suruga Bank, a bank based in Shizuoka, Japan. Called, Dream Mover, it helped Japanese consumers choose new homes to purchase or rent and assisted them in understanding the financial implications of different decisions. Based on the user’s location and budget criteria, the app presented a set of home choices with details such as size, layout and proximity to public transportation. In addition to helping users screen potential places to live, the app acted as a budget-planning advisor, providing information on personal loans and mortgages as well as providing targeted advice.我们的第二个应用于是为坐落于日本静冈市的骏河银行(Suruga Bank)创立的。这个应用于取名为Dream Mover,可以协助日本顾客自由选择要出售或出租的新房,并协助他们搞清楚有所不同情况下牵涉到的财务问题。

该应用于能根据用户的地址和支出拒绝,表明一系列最合适房屋,并得出大小、布局、否便于乘坐公共交通工具等细节。此外,为了协助用户检验有可能的居住地,Dream Mover还扮演着了支出规划顾问的角色,为用户获取个人贷款和抵押信息以及其他具备针对性的建议。

To assess the impact of Dream Mover, we surveyed 1,500 randomly selected respondents and found that among those who used the app, there was a measured increase in awareness, trust and positive consideration of Suruga Bank. Specifically, the bank’s ratings were significantly improved for characteristics such as being “open, honest and transparent” and offering “believable advice or information and a brand you can trust.”为理解Dream Mover的影响力,我们随机自由选择了1,500名受访者,找到那些用过这款应用于的人对骏河银行的关注度、信赖度和正面印象都有提高。特别是在要认为的是,骏河银行在“坦率、真诚和半透明”等公司特色和获取“可信的建议或信息,是一个你可以信赖的品牌”等选项的评分都有了明显提升。

Our two studies show that benevolent mobile apps can positively impact a company’s brand perception, consideration and preference and therefore improve the bottom line. People using the Liberty Mutual app became significantly more inclined to prefer Liberty Mutual and switch to it for insurance versus competitors. Additionally, the brand attributes related to trust increased. In the Suruga Bank study, consideration of Suruga also rose significantly. As with the Liberty Mutual study, brand attributes related to trust rose significantly.我们的两项研究证明,友好应用于可以强化人们对公司品牌的理解、注目和偏爱,并由此提高公司营收。用于利宝互惠应用于的用户显著对利宝互惠更加有好感,更加偏向于在保险服务中自由选择它而不是其他竞争者。此外,用户对品牌的信赖感也有所强化。

在骏河银行的案例中,用户对该公司的关注度某种程度有明显提高。而与利宝互惠的案例一样,用户对骏河银行的信赖感也强化了。These are powerful forces that can lead to increased revenue from consumers who perceive that the brand has their interests in mind.这些友好应用于可以让顾客指出该品牌关心他们感兴趣的东西,并因此沦为增进营收快速增长的强劲力量。



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