By: Maria Rabadad
According to TechTarget, Customer Relationship Management (CRM) comprises of “practices, strategies, and technologies that companies” are able to take advantage of in order to analyze their customers’ interactions “across different channels,” such as the “company’s website, telephone, live chat, direct mail, marketing materials, and social media.” Knowing how the customers use these resources and for how long will provide managers with enough information to know how to tailor their business to their customers. There are a variety of software options available to aid companies in managing their customers’ use of the company’s resources; Microsoft, SalesForce, and Oracle are among the well-known CRM systems. As exciting as it is to know how the CRM systems operate, more information is available in their websites provided at the end of the blog. This blog post will mostly talk about an exercise app that uses the customer relationship aspect of CRM.
The mobile application is called “Zombies, Run!” It is an app that is meant to either introduce non-runners to running or to enhance expert runners’ running experience. Yes, this means that “Zombies, Run!” provides options for their runners to allow accommodations for those who have never ran before…Like me! I started using the running app in January 2016, when I could not run for more than 45 seconds, but as of today, I am able to run 1.1 miles without stopping and have run a few virtual races and am working my way to participating in live races.
What is it?
Zombies, Run! is an immersive mobile application that provides a zombie apocalyptic storyline to listen to as you walk, run, or jog anywhere! You are able to use the app outside, indoors, while cycling, during a race, and anywhere else. While doing an active activity, story runners are collecting supplies, which can be used to upgrade the runners’ bases either online or right in the mobile application. Not only is Zombies, Run! providing a unique experience already, but the creators, Six to Start & Naomi Alderman, also provide customer relationship features that will give each runner a unique experience.
One of the main principles of customer relationship management is being able to provide a unique experience to each customer by providing a service that is customizable. Zombies, Run! provides two apps: Zombies, Run! 5k training and the ‘normal’ Zombies, Run!. The 5k training app is for novice runners who have never ran before; it provides guidance on when to train, how long to run, provides different stretches, etc. while the ‘normal’ Zombies, Run! doesn’t give as much guidance but does provide training sessions in completing more advanced races: 10k, half marathons, etc.
5k training customization is not as grand as the Zombies, Run! app. Besides training for novice runners, the app lets the runners decide which music to play, whether to shuffle the music or not, and what type of tracking the app should use to track steps (GPS tracking or accelerometer for indoor/treadmill use; if accelerometer is selected, options of whether the phone will be held in hand, in an armband, or in a pocket show up for selection in order for accurate tracking).
Zombies, Run! app not only provides a greater selection of options to customize each and every run but it also provides in depth storyline. Customization options include:
- 10k beginner, 10k intermediate, and half marathon beginner training plans
- Preset interval training, runners are able to create their own training
- 5k, 10k, 20k races
- Free run while listening to the “Radio Abel,” a ‘broadcast radio’ with the characters à able to customize the time or distance the characters cut off music to ‘broadcast,’ how to track the workout (step counting, GPS, set a constant pace, or no tracking)
- Ability to turn on or off ‘Zombie chases’ (zombie chases are when the characters say, “Zombies are catching up to you, run!,” and runners have to increase their pace in order to avoid being caught and losing hard earned supplies)
- Length of the run can be customized: the shortest run is 20 minutes and the longest run being 60 minutes
- Selection of music playlist
A lot more features are able to be customized in the running app in order to create a unique experience in every run.
Six to Start & Naomi Alderman, communicate with their fan base through many communication outlets. Being based in London, it is not as difficult for fans around their area to visit them in their office, but they really use social media to their advantage in order to reach fans around the globe: Twitter (specifically), Facebook, Tumblr (their blog), email, and phone. In their Tumblr blog, Six to Start & Naomi Alderman try to incorporate work from their fans, such as advertising fan art and the artists’ pages, asking fans to send in recordings about their running experience to create a mashup to post in their blog, posting about fans’ running accomplishment in their experience, publishing a ‘Community’ blog dedicated especially for fans, and much more community-based publications.
If fans have any issues with the app, there are several ways they are able to contact them for help. A quick tweet through Twitter often results in a fast response from Six to Start & Naomi Alderman, who provide guidance. A help page is also provided featuring FAQs and their solutions, as well as a dedicated link for fans to ask the actors and creators anything (the actors might even record themselves answering the questions!). Offering a way for customers to reach the company in some way to ask for help or for troubleshooting questions is a customer relationship positive; not only will customers receive help but the company will see what they need to improve on either in their instructions or in their products to make it more user-friendly.
Using social media will allow Six to Start & Naomi Alderman to not only reach their audience, but also to also keep track of feedback they receive, giving them ideas on what to change or add to Zombies, Run! This is another important principle in customer relationship management: continually improving the services around the customer’s needs.
Another way Zombies, Run! creates a unique experience is by individualizing their running fan base/ community by calling them ‘Runner 5s;’in the storyline, the runner (you) is called Runner 5 by the other characters. This personalization is what creates a community of Runner 5s in which others who use the app can gather and run together. This customer-relationship is yet another way to create a unique experience with their customers by separating them from other running apps and other runners.
If you are just beginning the healthy journey of working out, or if you are an experienced workout/gym junkie, Zombies, Run! will take you on a journey where you are running in the real world while being a hero in another! Happy Running!
Their Social Media:
The game: https://zombiesrungame.com/