The best data-driven marketers do these three things for effective CX
Despite appearing data-driven, most marketers I have encountered are obsessed with customer experience (CX) and improving customer journeys. And so many marketing teams have reached maturity to command customer experiences by aligning their digital workflows with personalized messaging to an identified and engaging customer. At VIEWN, we see teams all work towards this goal. So how do you get to maturity? I share with you three best practices for customer experience in marketing.
Customer experience defined
Practically every marketer these days puts the customer at the center of their marketing strategy. Focusing on the experience each customer has while engaging with your product and service is vital. Practicing customer experience is about reorienting yourself towards the customer needs and expectations and delivering things more personally versus pushing products and services.
Customer experience benefits
In my experience, customer experience pretty much sells itself. It is straightforward and intuitive to explain that when a brand is associated with a good experience, a customer will buy more, leading to greater loyalty and more profitability. The date approves it too. According to PWC, 73% of all people point to customer experience as an important factor in their purchasing decisions. If you listen to your customers, you will find similarities.
CX best practices
Allow customer experience to lead and align customer service and marketing functions around it. CX needs to be ingrained in the organization’s culture.
Measure as much as you can; the key is understanding what your customer sees when interacting with your brand. There are more technologies, such as customer data platforms, to collect data on the customer from multiple sources and begin to track individualized customer journeys to understand what is optimal from the data.
Go for the quick wins. Improving small things will turn into big improvements without making significant changes in people, processes, or technology. This point brings you back to #1 if you want organization adoption.
Marketers continue to embrace customer experience to stand out as a brand and compete for precious customer attention and dollars. With these three best practices reexamined and utilized again, you can keep growing your business.