The workforce as we know is changing, and companies must be ready with their marketing strategy to adapt to these quick changes as we become more tech-centric. However, despite all the digital noise, there’s one element that will always remain constant for success. That is, delivering an unparalleled customer experience (CX) and maintaining the brand image.
What is Customer Experience?
Customer experience (CX) is defined as an interaction between customers and an organization throughout their formal relationship. An interaction can include discovery, awareness, advocacy, cultivation, purchases and services. It is a critical part of Customer Relationship Management (CRM), and the reason for its importance is that a consumer who has a positive experience with a business is more likely to boomerang and become a loyal consumer.
Some successful brands, through the power of word of mouth alone, are where they are today. One clear example is, Zappos, an online clothing and shoe retailer. The company developed a reputation for delivering outstanding service and with ability to please their clients through first hand customer insights.
Customer Experience (CX) as the Marketing Strategy
- Developing Relations
Ensuring that consumers enjoy experiences with the brand, businesses market themselves and the campaigns so that it can help to create a sense of understanding amongst its client base. For example, taking the time to make communications unintrusive and resonating more personally can be a key driver for quality CX.
According to a survey of content marketing, the majority (80%) said delivering personalized content targeted to suit individual experiences was more effective than delivering impersonalized content, for example, personalized emails. As a result of this, the customers that receive personalized content are most likely to continue to use your products/services and endorse your brand to others.
- Digital Media
Now, social media also plays a crucial role for brands looking to market themselves through good customer expeditions. According to many, it has now become a core marketing channel with the potential to reach a swarm of new clients and also can be used as a research tool for understanding the problems that occur in the customer journey and improving their experience.
Customer’s expectations have reached a new high and word of mouth is travelling faster than ever!
Moreover, with the customer becoming more empowered, it has increased the importance of the customer service experience.
CX is an area that needs constant care and nurturing. With a broader focus on CX strategy, companies will tend to realize a positive impact on customer’s loyalty, increased revenues and higher retention.
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