Think of your best customer experience so far and remember how that made you feel. Now, imagine leaving that feeling with every customer your brand touches on.
The ability to embrace technology and automation and provide consumers with a flawless digital experience powered by personalized content will be what fuels future success.
“Half of the marketers surveyed reported that they accelerated digital transformation and digital experience initiatives in 2020, and an impressive 24% of respondents reported that they are already “‘fully digital’”.
Despite appearing data-driven, most marketers I have encountered are obsessed with customer experiences (CX) and improving customer journeys. So many marketing teams have reached maturity to command customer experiences by aligning their digital workflows with personalized messaging to an identified and engaging customer. At VIEWN, we see teams all working towards this goal. So how do you get to maturity?
What is customer experience?
Let’s first define CX. This is the customers’ impression of your brand throughout all the aspects of their buying journey. Every marketer these days puts the customer at the center of their marketing strategy, and for a good reason. CX affects factors related to your bottom line, including revenue.
Do they like your product or service? Were they given timely attention when reporting an issue with your business? These are just some factors to consider in creating a better CX. Focusing on each customer’s experience while engaging with your product and service is vital. It is about constantly re-orienting yourself towards the customers’ needs and expectations. What might’ve worked for your business pre-pandemic may not be as effective now (and moving forward). It is delivering campaigns more personally versus pushing generic products and services to all your target markets.
Why is CX so important?
In my experience, CX pretty much sells itself. It is straightforward and intuitive. When a brand is associated with a good experience, a customer will buy more — which always leads to greater loyalty, more profitability and encourages brand advocacy. The data approve it too. According to PWC, 73% of all people point to customer experience as an important factor in their purchasing decisions. If you listen to your customers, you will find similarities.
CX best practices
- Allow CX to lead. Align your customer service and marketing functions around it. CX needs to be ingrained in the organization’s culture.
- Measure as much as you can; the key is understanding what your customer sees when interacting with your brand. More technologies, such as customer data platforms, collect data on the customer from multiple sources and begin to track individualized customer journeys to understand what is optimal from the data.
- Go for the quick wins. Improving small things will turn into big improvements without significant changes in people, processes, or technology. This point brings you back to #1 if you want organization adoption.
Let’s be honest, you’re more or less selling the same product or service as your competitors, but by providing a better, more personalized CX, you’re setting yourself apart from the rest of the players. With these three best practices re-examined and utilized again, you can keep growing your business! If you’ve already done this and you’re ready to take the next step, let us show you how it’s done.