A Customer Experience strategy achieves higher customer satisfaction/retention, a positive impact on customer loyalty and increased revenue.

Marketing is always changing, and Customer Experience (CX) – interactions between a business and a customer throughout their relationship (ex., awareness, discovery, cultivation, advocacy, service, purchases) – is the new marketing battlefront, focusing on making businesses people-friendly.

  • 89% of businesses expect to compete mostly on the basis of CX.¹
  • 74% believe that CX impacts customer loyalty.²

 


Following are tips to help build Customer Experience through marketing:


1. Emotion
Create emotional connections: emotionally-engaged customers are at least three times more likely to recommend your product/service, three times more likely to re-purchase, and less likely to shop around (44% said they rarely or never shop around).³

2. Empathy
Put yourself in the shoes of people who use your product/service; connect and empathize with any situations that are facing your customers.

3. Certainty
Spend enough time identifying and aligning any problems; use solutions that will create the most people-friendly outcome.

4. Simplicity
Don’t overcomplicate — simplicity wins with focus geared towards key principles.

5. Vision
Create a clear customer-focused vision, with guiding principles that will drive the behavior of your organization, and communicate this to your team.

6. Feedback
Capture customer feedback in real time with post-interaction surveys, using a variety of automated tools through emails and calls.

Customer Experience needs constant nurturing, and businesses who implement a CX strategy achieve higher customer satisfaction/retention, a positive impact on customer loyalty and increased revenue.


¹Gartner Study; ²Oracle; ³The New Science of Customer Emotions by Harvard Business Review
Source: The Marketing Insider, reported by Joe Parrish; SuperOffice, reported by Steven MacDonald