Exactly how Marketers Can Improve the Customer Encounter (And Why They Should Want To)

23 Jan

How Marketers Can Improve the Client Experience

Current research from Gartner shows that 89% of businesses compete primarily on customer encounter. The way your brand makes clients feel can mean the difference between suggesting for the brand or going with a rival.

Therefore , who owns customer experience?

It’ s not merely the customer service team or the Main Experience Officer or any other devoted department. Every touch point using a customer or potential customer is an chance to enhance the experience. It’ s everyone’ s responsibility.

As  customer experience futurist, keynote speaker, and author  Blake Morgan   puts it:

“ These days, companies are thinking about customer experience within everything they do, from hiring plus leadership development to marketing, provide chain, logistics, IT infrastructure, item design and continuous improvement for the whole business. ”

Customers don’ big t distinguish between the marketing department, the client service team, or the sales division. Any contact they make with the brand name, on any channel, is element of their experience of the brand in general.

Therefore , it’ s crucial for entrepreneurs to be mindful of customer encounter, and active in helping improve this wherever we might encounter current plus potential customers. Here’ s how to get started.

Every touch point with a client or potential customer is an opportunity to boost the #customerexperience. It’ s everyone’ s i9000 responsibility. – @NiteWrites says in order to #marketers everywhere Click To Twitter update

How Internet marketers Can Get Started on Improving the client Experience

Re-think the Customer Journey

Most marketers still consider buying in some version of the older marketing funnel. We invite individuals into the top of the funnel, nurture all of them through the middle to a purchase choice, and then… well, they fall off the chart.

For marketers to make a distinction in customer experience, we need to believe differently about past, current, plus potential customers. Julia McCoy ’ s “ Marketing Lifecycle ” is a great place to start:

The Marketing Lifecycle

In this model, everyone’ s on a single journey. Whether they’ re present, potential, or past customers, all of them need and can benefit from marketers’ interest. Marketers can engage at every phase, helping to reduce friction and provide related, personalized content. That not only boosts customer experience, it helps move more individuals toward sales, repeat sales, plus advocacy.

Refine Your Content Strategy

To better align your articles to improve customer experience, it’ s i9000 important to re-evaluate what your content is perfect for. Are you still drafting content for any linear customer journey?

Co-Founder of Umlaufbahn Media Andy Crestodina   recently wrote an eye-opening article about the content strategy of the best 1% associated with B2B companies . According to Andy, content is much more about providing value than making a straight line through to the “ contact us” page. More useful content earns trust, earns do it again visitors, and earns back-links that will boost your SEO ranking.

How can you make articles more valuable? Write for your present prospects, Andy says:

“ The very best source for content ideas will be the audience themselves. When you talk to leads and customers, you learn their particular cares, hopes and worries. You discover out what kind of questions they have. It’ s the job of your content to solution those questions. ”

When you produce best-answer content , you’ re investing in your own brand’ s search visibility, the reputation, and its future and present customers. Someone who searches for an answer, discovers your brand’ s content, plus gets help is likely to remember that beneficial experience.

Create Content for the Customer

How usually do you write blog posts aimed at your present customers? Content aimed at helping occurs product more efficiently, or addressing consumer concerns and pain points using the product?

It’ s easy to write regarding your current customers when you’ lso are writing a success story in an example. But writing for your customers is really a crucial way marketers can enhance the customer experience. Show customers that you simply care about their concerns after the purchase, that your brand is committed to assisting them succeed. As the inimitable Ann Handley , Chief Content Official at MarketingProfs, puts it:

“ Associated with customer the hero of your tale. ”

This type of content is good for client experience, and it’ s furthermore good for marketing to potential customers. While you demonstrate to existing that you’ lso are committed to helping your customers, your potential clients are watching, too. You’ lso are demonstrating what they can expect from the brand name should they choose to buy.

Create a Consistent Encounter on Social Media

Most brands are in the weird place with social media, plus it’ s easy to see why: This is a marketing channel and a customer service funnel rolled into one. It’ s the channel where causal followers, brand name advocates, and customers with issues they need solved are all rubbing (virtual) elbows. Yet social media accounts is much more likely to be considered solely marketing’ s i9000 responsibility.

Marketers can enhance the customer encounter on social media by responding rapidly to questions and starting the particular conversation. Then marketers can help meet up with needs that they can meet, or give a quick and seamless hand-off whenever another department has to be involved.

Remember, clients don’ t think in terms of “ this is the marketing department and I need to contact customer service. ” They’ lso are just reaching out with a problem your own brand needs to solve.

Great Customer Encounter Is Great Marketing

When marketers fully very own their contribution to customer encounter, they can help turn prospects in to customers and customers into crazy fans. It’ s the great group of marketing (sing it along with me): Your most loyal clients become your most powerful marketing, and so they do it for free. Or, as customer care expert, keynote speaker, and bestselling author  Shep Hyken describes:

“ The best advertising you can have is really a loyal customer spreading the word about how exactly incredible your business is. ”

So , online marketers, it’ s time to dig deeply and ask yourself: What am We doing on a marketing level to improve the customer experience? And what do I need to become doing?

Learn more about customer experience, convenience, plus marketing in our interview with Shep Hyken .

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