To gain an edge, many of the biggest names in business focus on crafting more than just catchy sales pitches. Through marketing campaigns that aim to improve customer experience, major companies are building brand loyalty that helps them continue to grow. Learn the inside secrets of how leading brands are applying a customer-first strategy.
What is the Customer Experience?
To put it simply, the customer experience is all of an individual’s interactions with a business taken as a whole.
HubSpot’s definition explains it in more detail: “If customer experience (CX) refers to the sum of every interaction a customer has with a business, both pre- and post-sale, the customer experience strategy defines the actionable plans in place to deliver a positive, meaningful experience across those interactions.”
Creating a Customer Experience Strategy
To improve customer experience, you’ll need a strategy. This framework will help to ensure your campaigns set the right goals and follows through with them to a successful conclusion.
When creating a customer experience strategy, it’s best to consider all aspects of your organization’s interactions with customers. Ultimately, the impression your brand makes on an individual could happen at any stage of the Buyer’s Journey.
How to Improve Customer Experience
1) Personalization
The first step in creating a memorable customer experience is to make interacting with your brand feel personal.
For example, an email marketing newsletter can be set up to include tokens that start each message with a personalized greeting.
The personalization process often begins with understanding the target audience of your business. For example, the target audience of a financial services firm might be young professionals with disposable income.
Once that target audience is established (whatever it may be), content can be created and shared that appeals directly to the pain points of these types of people.
2) User Experience
In the world of digital marketing, experience is everything. From web design to social media channels, people have come to expect simplicity and ease of use everywhere that they go online.
Today, this online user experience directly influences the overall customer experience. If your website is too slow, too difficult to navigate or even too ugly, you could already be losing business opportunities.
3 Tools to Improve User Experience
3) Engaging the Audience
On social media and on the web, customers are more likely to do business with a company that interacts with them. It can make people feel valued and increases the likelihood they will become a return visitor or customer.
To achieve that goal, many major corporations reply to comments and messages on social media platforms, like Facebook and Twitter. Through these small interactions, brands can quickly and easily improve customer experience.
When you do interact with your followers, don’t be afraid to ask for feedback. If you are lucky, some could lead to positive online customer reviews, another in the long list of valuable inbound marketing tools worth exploring.
