Customer experience is built on how well you know your customer. Sometimes, when you see people frequently up close, you tend to believe you have seen all that they have to offer and you feel that you know them like the back of your hand. Then, suddenly, when the alarm goes off, it’s a tad too late. This has happened to a lot for marketers with respect to the target segment fondly called “millenials”.
Few weeks ago, I was consulting for a marketing team at a startup where they thought that having a mobile app and device responsive website wasn’t necessary because they weren’t targeting millenials. Many a times, we assume that the only generation that’s jumped on the mobile bandwagon are millenials, but that’s not true. A recent research showed that always have their mobile device with them. This means even if your target group is Gen X, baby boomers and co., remember they are already on mobile.
Customer Experience (CX) starts with being in sync with your customer
To be in sync with customers, you have to recognize that customer experience will be the biggest differentiator over the next one year. That said, the digital world we are in, would largely bank on delivering personalized experiences across various touch points and yet in a manner that is consistent with the brand promise. This takes us to the most important factor of knowing who your customer is and the opportunities to engage with them.
For example, we are in a phase where we don’t need to discuss the need to have a mobile website. Everyone is on mobile devices and if you are missing out assuming that your target segment is still catching up, you are losing a big share. That said, we cannot anymore afford to have a stripped down mobile version of our websites to just serve the mobile-optimized experience. Several platforms offer capabilities to render a full website using ‘responsive’ features.
Collect data from social media channels
As obvious as it sounds that social media is still in its infancy, it is one of the largest source of data. It might come as a surprise that This means social media analytics is one of the most critical places to invest if you have not already jumped onto the bandwagon to understand your customer better.
Consider these findings from the Forrester Customer Index:
i. 86% of buyers are willing to pay more for a better customer experience, but only 1% felt that organizations consistently offered a desirable experience.
ii. Only 37% of brands managed to receive good or excellent customer experience index scores in 2014. 64% received ratings of OK, poor or very poor that year.
iii. 89% of consumers say that poor customer experiences prompted them to begin doing business with a competitor.
iv. 60% of users say that a negative economy does not influence their buying habits and that they will pay more for a better experience.
v. 13% of unhappy customers will tell over 20 people about their experience.
Making sense of customer behavior
Several times, you might have felt like sharing a piece of content that you found interesting via your social media handles but you ended up hitting ‘like’ and left it there. It is because you found it interesting but not enough that you would endorse it. So, if you have a prospect sharing your content – it means that they believe in the ideology or message and are potential influencers of your brand, apart from being a prospective customer.
Prospects do not easily give away their contact details nor oblige to the “call to action” unless they begin to trust you. They more often than not, look up to influencers and trusted community for endorsement. It becomes supremely important to be sensitive to the action a prospect takes and make sense of it. For more on this, feel free to check out my post on .
Relevance precedes sales pitch
Relevant and interesting content works much better than a sales pitch to download or buy. As much I understand that we marketers are driven by targets, it is important not to be salesy. Try applying the Pareto principle of 80:20. If 80 percent of your content is focused on providing content that your audience wants to see, and 20 percent is a sales pitch, that’s a good balance.
In short, building trust and remaining trustworthy is everything.
Let me know your thoughts and perspectives on how you see it work for your organization. Would love to hear from you.