Customer Experience Matters
Personalize your communications and marketing strategy
By Abigail Thorpe
Think about the marketing emails that inundate your inbox. Odds are the ones that stand out are somehow personalized to you—what you need, your hobbies or interests, something you’ve been potentially researching online. Now think about the last time you were interested in a product or service online, and reached out with a question. The timeliness and style of the response probably made the difference in your decision to purchase or not.
That’s because customer experience is key in our decision making process—from the very beginning stages of marketing and the decision to visit a site, to the end process of purchasing. Salesforce research shows 52 percent of consumers and 65 percent of business owners are likely to switch brands if a company doesn’t personalize their communications.
This means developing and implementing a customer experience management approach is key to attracting new customers and retaining existing ones. People and product (or service) are often the two primary ways customer experience is measured. Customers want to feel like they are special and their business is important. From in-store greetings and service to online experiences and virtual interaction, it’s vital they feel like they are getting personalized, individualized service.
You can help monitor your customer experience through customer sales surveys and careful analyses of churn rate and reasons. Beyond the people and product, however, it’s important that your marketing strategy and messaging is also personalized. Even big brands like Amazon do this—think of when you’re searching their site, and suggestions and ads are personalized to what you’ve been searching online or shopping for in the past. As consumers, we’ve come to expect more from the brands we choose.
Sixty-eight percent of marketing leaders believe companies are increasingly competing on the basis of customer experience, which tells us that customer experience is vital when it comes to building your brand. Don’t wait to make sure customer experience and a personalized approach to customer-centric digital marketing is part of your overall strategy. Rocket Fish Digital can get you where you want to go. Let us know how we can help.