Exploring Customer Experience Marketing – Relationship One

You may have heard all the buzz around Customer Experience Marketing, also known as “CX”, and be thinking “We already have a Marketing and Lead Management Plan.  What’s different about this?” 

Customer Experience Marking is about the customer’s entire experience.  How easy was it to access your product on a platform they are familiar with? It’s about making the experience as seamless as possible while keeping a pleasing experience.  Convenient, seamless and since COVID, safe experiences are not only preferred but expected. 

Our lives have changed since COVID and seem to be moving much faster thanks in part to the accelerated use of technology and digital interactions that have become essential to our daily lives. Making the decision to choose a brand is still important but since time can seem less available, our experience plays a much bigger role. 

Brands are pushing to use digital and self-service solutions to create an easier, low-or-no friction process for their customers. The best companies and brands will find that balance, creating the best possible CX for their customers. 

Customer Experience Marketing is still marketing of course, but the focus is on the flow of the journey and helping the consumer feel each experience was custom built for them. It has become so important to consumers that researchers predict it will overtake price and product. 

Studies have shown that improving the customer experience can have a significant impact on customer retention, profitability, and growth. For example 60% of consumers would switch to an alternate brand after two or three bad experiences, and roughly 30% would switch to an alternate brand right after a single bad customer experience. 

Here are a few things to keep in mind as you look to improve CX in your organization. 

1. To provide a good CX for your consumers you must start with a solid foundation starting at the very top of your corporation.  Make sure you have established core values and messaging and that it is communicated at all levels. Make sure this is clear and followed by everyone involved in the consumer process.  Keeping these core values front of mind will influence the development of the journey plan for your customers including how customer service responds to client requests.
   
2. Know your customer so you can cater the experience for them. Gather information through forms, purchase history, browsing habits, etc so you can help to better personalize their experience. Find out how they consume information and how often they want to be contacted.  Here are a few examples to consider:
   • dynamic content personalization based on demographics or profile information
   • improve targeting and segmentation by leveraging behavioral or  preference data
   • website personalization to ensure the experience extends beyond email communication. 
3. Utilize AI functions in your customer journeys such as:
   • Send Time Optimization – allows you to send emails at optimal times for each contact in your journey
   • Fatigue Analysis – can help you avoid customer burnout and disengagement
   • Content Creation utilizing Natural Language Processing (NLP) – a process used to take learned data and transform it into a written document that sounds like a human writer, not a machine.
4. Research CX systems and find one that incorporates or integrates with multiple channels. Consider a Customer Journey mapping workshop to uncover hidden experience gaps so you can create multiple channel options for your consumers. 

This is just a bit about Customer Experience Marketing and is definitely just the tip of the iceberg.   If you would like more information on CX Marketing or would like to dive deeper into a Customer Journey Mapping workshop or any other Marketing needs, please let us know how we can help.  Remember, “You don’t have to be great to start, but you have to start to be great” – Zig Zigler

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