A successful customer experience is a delicate balancing act – you can get it right or it can go horribly wrong. And it’s not always about the big faux pas. Something as simple as a poorly placed call-to-action button or a humorous tone of voice when requesting personal data can leave potential and existing customers with a bad taste in their mouths.
Every company seeks to create brand ambassadors that tout their products or services as the best thing since sliced bread, but achieving this takes a lot of work behind the scenes. The secret to total brand domination lies in using the data at your disposal to personalise and optimise how you speak to your customers and prompt them to interact with you or make a purchase.
Who are you talking to?
A successful customer experience is all about making an emotional connection, no matter what your products or services are. You can only do this if you know who you’re talking to and what they expect from your brand.
One of the most tried-and-tested methods to glean this information is to speak to your target audience (or your salespeople who directly deal with your customers). Comprehensive buyer personas should always be at the core of every marketing campaign and must be referred to when creating new campaigns or optimising them. And because your customers’ needs and roles evolve, your personas should be living documents and updated regularly.
Collect, test and repeat
Social media will remain mere networking platforms and websites will only be company brochures unless you unearth the data that they provide. The more data you have, the better your customer experience.
We recently created and managed a campaign for one of our clients, Michelin, where we encouraged its customers to share their selfies with the brand’s mascot. This proved to be a win-win situation: customers got to interact and share their photos (which they loved) while the company got plenty of organic exposure and data to help guide its future campaigns.
You can learn a lot about how people use your website and its content by tracking metrics like page views, bounce rates and page sessions. On social media, the number of shares, likes and interactions will also provide valuable information on what’s resonating with your audience and what isn’t. Monthly website and social performance reports are useful to help guide your customer experience strategy and the tweaks you can make to achieve your marketing goals.
What customers really think
Surveys have proved to be incredibly powerful to unearth customer sentiment. But they have to be done right. Think carefully about what information you want to collect and make it easy for people to give their opinions. There are many ways to do this, like sending an email to your existing contact list, having a pop-up on your website or conducting a Facebook poll.
The information that customers provide can highlight parts of your customer experience strategy that are lacking and guide you to solutions and messaging that will better resonate with your audience.
We get customer experience
At League, our team of specialists understands how customers behave on online platforms and apply this to help build brands that customers love. Our data-driven approach to customer experience brings together innovative technology and proven methodologies to help you better connect with your customers at every touchpoint.
Download our customer experience brochure to find out how we can help to delight your customers.