Use CX marketing to appease smart consumers
Businesses know the importance of sharpening their focus on the customer. It's the ones who know the most about their customers, harness this knowledge and build strategies around it that achieve the greatest success.
For the last three decades, brands were in control of the messaging around their products and services. They had little empathy for their customers and in many cases, customer service was not a consideration. The mass adoption of the internet is the single most significant event that has affected marketing, morphing it into what we know today. It helped customers to gain power. It’s created smarter consumers who are more connected, vocal and demanding than ever before. They want to be heard, known and to feel empowered by brands.
Your potential customer formulates an opinion about who you are and what your brand does before they engage with you because 88% are reading online reviews before even going to your website. Your businesses must allow for open two-way communications with prospects and customers, and they have to be transparent about the outcomes of positive and negative engagements to foster trust in their brand and to build value.
It’s not about being able to empathise with customers, deliver consistently and to be easy to find and buy from. Many of us will make a purchase out of convenience and not through a sense of alignment to the brand. If it’s a purchase that the client expects to make repeatedly, it’s ultimately how you deal with and resolve issues that are valuable to them.
Sir Richard Branson puts it elegantly: “A business is simply an idea to make other people’s lives better.” You make your customers’ lives easier by providing a convenient channel that lets them spend fewer seconds on the line.
With this in mind, I would switch some of my marketing (not all of it) to building up brand advocates even if it's just for single purchases. In this way, your first impression through customer reviews is on par with what the brand wants to portray.
My CX marketing focuses would consist of:
- Two-way communications with the end users through the channels they prefer.
- Brand advocates and closing the feedback loop.
- Collecting as much user and customer behaviour data to build into any marketing message (this would be from every point in the CX journey).
- Creating clear messaging on how you resolve issues and even provide a guarantee for this.
Keep the smart consumer on your side
Businesses must design experiences that help to create journeys for each customer. Customers are even willing to help brands with this conundrum. A study by Adweek found that 75% of consumers say they will find it valuable to create and manage a “style profile” that brands could use to better curate experiences and make recommendations.
When you see the world as your customers do, companies can better organise and mobilise employees around these needs. Pay attention to the complete, end-to-end experience of your customers.
These types of profiles must go beyond basic choices, such as product categories. Capture exact preferences, the way one would do in the footwear industry: fabrics (satin), styles (peplum), features (cutouts), fit (classic) and brands (Adidas).
Companies often focus on individual interaction touchpoints devoted to billing, onboarding and service calls instead of a customer journey that spans a progression of touchpoints and has a clearly defined beginning and end.
Customer experience must become a way of business that permeates and reshapes every facet of how and why companies operate. It’s about delivering meaningful work. We determine and implement the digital tools and software you require to deliver your CX strategy. Download our brochure to find out more.