Customer Experience (CX) includes a combination of multiple elements that translate to a customer’s satisfaction with the experience and her overall perception of your brand. As marketers, what more can we do to ensure this is a positive, fruitful journey for her? Let’s look at some best practices.
In 2019, Marketers and CMOs can leverage MarTech in innovative ways to stand out in these times of information overload. Let’s start by setting the context with some perspectives about customer experience.
Setting the Context
Customer Experience is how your brand and its verticals, such as marketing, sales, and service, impact your customers. It is an amalgamation of customer interactions at various touchpoints. Marketers understand that customer experience is vital to their success, as superior CX provides an upper hand against competitors.
Customers who experience good CX stay loyal and act as brand ambassadors/influencers. To help you get on top of your brand’s customer experience strategy, we have put together a vital list of CX best practices for 2019.
4 Surprising Customer Experience Best Practices in 2019
Only 12 percent of B2B marketers rate themselves as “very effective” at delivering a consistent customer experience. But don’t worry, we’re here to help. Here are four CX best practices for B2B as well as B2C marketers to help you move in the right direction and get closer to delivering the CX you’ve always aimed for.
1. Innovate to Captivate
Start by asking yourself: Who are my customers and how do I approach them? Where do I find them to engage them best and how do I engage them to make a lasting impression? The answers will come out of your Customer Data Platforms (CDPs) and will differ year on year, but if you to stay on top of trends and constantly innovate, your brand will consistently stay ahead.
Having trouble with the implementation? Here are some tips you get you started:
Identify your customers, their virtual behavior and spending habits, their preferences and how they rate competitors; this will help you fill content gaps and be prepared for every stage of their buyer’s journey.
A strong presence on the social platforms they spend the most time on will directly lead to better engagement and more user-generated content for you to play off of in creative ways.
Integrate vertical video, optimize your content for audio and visual search, enable faster page load time and deliver fresh, engaging, visually-appealing, shareable content to upgrade your marketing strategies and catch their eye, while adding value.
2. Use IoT, AI, AR and VR Effectively
When Marty McFly put on his self-lacing Nikes in Back to the Future Part II, he unknowingly created a whole new category of brand integrations. Internet of Things (IoT), Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Reality (VR) have exploded into the most talked about tech we have today. A forward-thinking brand that implements this futuristic fantasy into reality will earn a spot in those conversations.
Bring on resources that can add a fresh perspective and help your brand create such visionary content to become the talk of the industry. Motivate your marketing teams to think out of the box and come up with strategies to integrate futuristic technologies into your brand strategy.
3. Consider Connected TV as a Channel
Advances in digital have helped bridge the gap between when science makes technology possible and when it becomes commonplace. Since these are intersecting technologies, advances in one have boosted the other. So instead of having to wait a few more decades, we’re all getting a chance to watch the fantastic become routine right about now. Apart from Amazon’s Alexa, Connected TV (CTV) is another smart home device that has been on the rise, and while mobile dominated video ad impressions in 2017, CTV has gained considerable impressions accounting for 44 percent of impressions in 2018.
Taking your marketing activities to CTV is an excellent start to enter this digital space and then scale up to the once unrealistic future.
4. Re-Visit Traditional Marketing
While there are hundreds of MarTech Stacks to build and choose from, it wouldn’t hurt to also take a step back and look at the age-old marketing techniques that can be leveraged in the present day. Here are some ways to go back to the roots of customer experience:
Training employees to deliver top notch customer service is as old as the book. Create a customer-centric culture within which your employees develop a customer perspective and put the customer first against all odds.
Customer experience goes hand-in-hand with brand advocacy. If you give customers an exceptional experience, they’re going to tell everyone they know about it—on social media, in online reviews and forums, in face-to-face interactions and anywhere else they communicate. Your job then, is to facilitate the process in any way you can.
After-sales service might be a forgotten trend, but smart CMOs know the value of a returning customer. Keep the conversation going by staying in touch and checking in from time to time.
Build a story of your relationship with your customers across all touchpoints, also known as the Customer Journey Map. Salesforce explains: “To make your map as useful as possible, you need to include every point where your customer comes into contact with your business, from packaging and manuals to TV ads and Facebook posts. Maps can contain quantitative elements from things like your website analytics, CRM or call center software.”