The encounters and experiences your customer has with your company during the entire customer process, from the first contact to being a satisfied and loyal customer, are characterized by customer experience (CX). CX is an integral aspect of Customer Relationship Management (CRM), and the reason why it is critical is that a customer with a good business experience is more likely to become a frequent and faithful customer. In reality, according to Oracle’s global CX report, 74 percent of senior executives agree that consumer service influences a customer’s ability to be a loyal advocate. You have to invest in their experience if you expect your clients to remain loyal! The combined interactions a client has with your brand are the customer experience. It looks at the client’s lifecycle, mapping every touchpoint that the client has with you. It indicates where you have an excellent service, creating trust and activism. And if you’re delivering a negative experience, pushing your clients to rivals. It positions you in the customer’s shoes. Now you might be saying, “isn’t a customer service department enough?” but service to the consumer is transactional. It happens at a single point in time and addresses a specific question. Meanwhile, consumer experience is about turning up, with comfort and continuity on their side, to the customer when and where they need you. And it’s about making sure that any business encounter is unforgettable and significant. This is not transactional; it is contextual.
Rethink your Customer Journey
In a particular iteration of the old marketing funnel, most marketers always think about purchasing. We invite people to the top of the funnel, nurture them to a buying decision through the middle, and then drop off the map. We need to think differently about previous, present, and future consumers for marketers to make a difference in the consumer experience. The “Marketing Lifecycle” by Julia McCoy is an excellent starting point: Everybody is on the same path in this model. They all require and will benefit from marketing exposure, be they present, future, and past clients. Marketers should interact at all levels to decrease friction and have appropriate, tailored material. This boosts consumer service and tends to get more customer conversions, repeat sales, and loyalty.
Refine your strategy for content
To properly match your content to enhance consumer service, it is important to re-evaluate what your content is about. When you produce the best-response material, you invest in your company’s popularity, credibility, and potential and existing clients. Anyone searching for a response will hopefully recall this good experience and will find your brand material and get help. When you’re writing a success story in a case study, it’s convenient to write for your current clients. But writing for customers is a crucial way for marketers to improve their customer experience. Show clients that after the sale, you care for their needs, that your brand is dedicated to helping them thrive.
Create a consistent social media experience
With social media, most brands are in an odd position, and it’s easy to see why: It’s a publicity channel and a channel for customer service bundled into one. It’s a channel where the causal fans, brand promoters, and consumers with issues they need to fix are all rubbing (virtual) elbows. However, the pages in social media are much more likely to be considered purely marketing. Through reacting rapidly to questions and beginning the dialogue, marketers will improve the user experience on social media. When another department wants to be involved, marketing can help satisfy demands that they can meet or have a fast and smooth hand-off.
Good marketing is excellent customer service. If marketers are actively engaged with their customer experience, they can help turn customers into enthralling fans. It’s a vast marketing circle: your most loyal clients are your most powerful marketing customers, and they’re doing it for free.