Welcome back toย PostFunnelโsย 41st episode of theย 7 CRM Commandment Series.ย
Today, we get toย Babbelย โ the โlanguage for lifeโ comprehensive learning platform founded in 2007 in Germany.ย
For the purpose of this analysis, we rated the brandโs web platform (and not the app.)ย
So, how will they score and rank against the rest of the brands?ย
1. Be Transparent 7/10
A recent press release on Lesson Nine, Babbelโs parent company, announced that it plans to list Babbel on the Frankfurt Stock Exchange. The press release also mentions that Lesson Nine expects it to be valued at more than โฌ1 Billion.ย
Though Lesson Nine admitted to searching for ways to finance its growth, the company said, โThere is neither a decision for a particular (financing) option nor a timeline.โย
This alone is worth a few points. But to get a better score here, a brand must be talking more about the people behind it.ย
2. Incentives and Perks 3/10
Babbel has both an app subscription and live subscription that offers the following:
Asides from the discounted offers for getting started (shown inย theย image below), we couldnโt find anyย mainย incentives or perks for customers to join this language learning platform and continue using it in the long run.ย
Finally, although presented with the ability to enter a coupon code in order to save, we have no idea how toย gainย access to theย voucher as aย new customer!ย
3. Be Relevant 3/10
For this commandment, we usually check whether brands are acknowledging issues that customers areย definitely expectingย from them: COVID updates, D&I, mental health, social equality, monthly events like Black History or Womenโs History month, etc.ย
Unfortunately, both on the news and on their website โ we couldnโt find any form of relevancy when it comes to corporate social responsibility or simply mentioning any of theย aforementioned issues.ย
We gave Babbel a few points here because we noticed them post a Tweet that aims to fight gender inequality and combat sexism (as well as on other social media accounts.)ย
To fight inequality, it helps to have words for it. For International Womenโs Day, weโre sharing our pocketbook of concepts to combat sexism. ๐ฉ๐พ ๐ต๐ผ ๐ฉ๐ฝโ๐ค https://t.co/whcdTAt82L
โ Babbel (@babbel) March 8, 2021
4. Be Helpful 8/10
Esports Insider reported ย that Babbel had partnered with Berlin International Gaming (BIG) to create social media campaigns and promote content meant to be educational on the BIG broadcasting channels.ย
โItโs essential to work with teams very closely and resolve conflicts diplomatically. If you can get a grip on language barriers, communication becomes easier and multinational teams can start developing to their full potential. If you canโt break down those language barriers in the long term, itโs unlikely your team will succeed,โ said Daniel Finkler, CEO of BIG.ย ย
The idea is to give players access to Babbel in order to polish their language skills, reduce communication misunderstandings and noise, improve games between international teams, and overall team performance.ย
โBabbel is a renowned brand with a very helpful product, helping millions worldwide. Itโs the right tool for anyone motivated to work on their language skills every day, which is a good thing weโre happy to support,โ Finkler added.ย
We deducted a couple of points here simply because being helpful also has to do with giving back to the community and society, especially this past year, in more prominent ways likeย making a donationย or supporting a cause or charity, etc.ย
5. Realtime Personalization 9/10
The e-learning language platform asks tons of questions (more details on that in the next commandment) to set the customer up with a personalized goal of learning the language when and how they want:ย
According to the answers you fill in,ย you get personalized messages on when to come in for the next course, too:ย
Finally, we noticed that the brand used retargeting methods in realtime by showing us Babbel ads on Facebook:
And on IG:
The next step should now be to use all that intel about the user to provide them with a personalized, seamless, cross-channel journey that would encourage them to come back for more.ย
6. Master UX 4/10
We tried to sign up to the Babbel platform to find out how easy the experience would be as a user. We were asked questions like why we want to learn the language of choice, how much time we want to commit to learning it, our learning style, age, etc.ย
The entire process was smooth, quick, and easy.ย
Once we successfully created our account, however, we were surprised to see that thereโs no trial period and that weโd immediately have to subscribe and make a payment to try the platform.ย
This was especially disappointing knowing that other language learning apps (not mentioning names) allow for free introductory courses and trial periods.ย
Oh, and we kept receiving this popup โ which was a bit invasive:ย
7. Leverage Social Media 10/10
On Twitter, Babbel has almost 32K Followers, on Facebook, they have 1.5M Likes, and on Instagram, Babbel boasts 148k followers.ย
On the face of it, it seems like they engage with customers frequently on all three platforms โ and try to educate their community whoโs interested in languages (obviously) in fun and interesting ways.ย
They use the platforms to share photos, educate and provide tips, inspiration, and even humorous videos on cultural differences, for instance:ย
On Instagram, this past month, Babbel posted 7 of their favorite language heroines in light of International Womenโs Day:
ย
View this post on Instagramย
Well done!
**
Overall, Babbel is getting a 44/70 here (63%), placing them inย 34rdย place in a tie with Next.ย
Weย actually doย not recall another brand that was so advanced on personalization, and social media โ but so far behind on other, more traditional aspects of CRM.ย
Here are the full rankings of all the brands we analyzed to date:ย
- Pets at Homeโฏ91%ย
- Loweโsโฏ90%ย
- Petcoโฏ90%ย
- Targetโฏ87%ย
- Uniqloโฏ86%ย
- Paul Smithโฏ84%ย
- Vrboโฏ83%ย
- N Brown Groupโฏ81%ย
- West Elmโฏ81%ย
- The North Faceโฏ81%ย
- Holland and Barretโฏ80%ย
- lululemonโฏ80%ย
- JD Sportsโฏ79%ย
- Brooks Runningโฏ79%ย
- Best Buyโฏ78%ย
- Angieโs Listย 77%ย
- Nandoโsโฏ75%ย
- Etsyโฏ76%ย
- The Body Shopโฏ74%ย
- Gymsharkโฏ73%ย
- William Hillโฏ73%ย
- Essenceโฏ72%ย
- Inditexย 71%ย
- Iceland Foodsโฏ71%ย
- Total Wine & Moreโฏ70%ย
- Tommy Hilfigerโฏ70%ย
- Walgreensโฏ70%ย
- Kohlโsโฏ70%ย
- The White Companyโฏ69%ย
- United Colors of Benettonโฏ69%ย
- Buyย Buyย Babyโฏ68%ย
- Fiverrโฏ67%ย
- Nextโฏ63%ย
- Babbel 63%ย
- Patagoniaโฏ61%ย
- Expressโฏ60%ย
- Burberryโฏ60%ย
- Zaraโฏ59%ย
- Treatwellย 58%ย
- COSโฏ57%ย
- Dream11โฏ53%ย
We publish a new analysis every week, so watch this space for more brand analyses coming your way!ย
The post Babbel: Using the Right Words to Win Customers Over? appeared first on Post Funnel.