Leveraging IoT to facilitate customer communication and create digital user experiences

Myglo: IoT Service App

British American Tobacco (BAT) is a tobacco manufacturing and sales company headquartered in London, England. In addition to traditional cigarettes, BAT was an early adopter of e-cigarette sales in 2013. The company has gained attention for providing a new product category with the potential to reduce health risks.

Challenges

Analysis of user behavior surveys conducted by BAT revealed that user satisfaction two weeks after the start of use is crucial for encouraging continued e-cigarette usage. However, it was difficult to create opportunities for close communication with users after product purchase, and there was a need to build a means of collecting accurate information.

Solution

We developed a smartphone app for users to easily check the battery status of their e-cigarette devices. By simultaneously incorporating features such as notification functions, maintenance reminders, customer support, store search, live chat, and operation instruction videos, we improved usability. By encouraging the use of the app, BAT was able to understand how users were using the product in their daily lives.

Result

By utilizing the "real-time statistics generation" feature, we were able to establish contact points for communication with customers while easily managing and maintaining users' e-cigarette devices. By gaining a solid understanding of customer needs, we were able to continuously improve the product and establish it as a new communication tool between the company and its customers.