A Walker study states that by the year 2020 customer experience will overtake price and product as the key brand differentiator. So, it’s no surprise that customer experience management is a much talked about topic in most marketing circles. Yet, many companies continue to struggle with how to approach the transition from product centric to customer centric marketing. If you haven’t already begun to transition to a customer centric strategy, you had better make it your number one priority.
Emotional Experience as Important as Rational Experience
We’ve talked about this before in previous blogs –- Increasing Marketing’s Productivity — but it is worth repeating, customers expect the brand they interact with to know them, know what they need, and when they need it. The emotional experience, how your customers feel about your brand, is becoming as important as the rational experience of the product you are selling. A Recent Deloitte CulturePath report states the issue quite succinctly, “As technology lowers barriers to entry, it is easier for unorthodox competitors to enter and disrupt markets. With greater access to reviews and online ratings, customers are better equipped to switch to new products and services. To maintain customer loyalty and retain their business, companies need to track the quality of their customers’ experiences far more closely.” To track “quality of experience” we need to reassess our focus and move from rational product marketing to more emotionally driven customer centric marketing.
And we are not alone. For most companies transitioning to a customer centric focus is far from complete.
3 Things to Help Transition to Customer Centric Focus
If you are one of them, here are 3 things to focus on to help move your organization down the transitional path:
- Change the Way Data is Collected and Analyzed: A Gartner survey shows that companies who implement customer experience projects begin by focusing on ways they collect and analyze customer feedback. By moving customer feedback analysis further up the priority list, we can focus efforts to isolate product versus personal experience data and insights.
- Providing an Omni-Channel Experience: Price Waterhouse Coopers states that by 2020 the demand for an omni-channel customer experience will be amplified by the need for near perfect execution. This not only applies to consistent messaging across channels, but extends to a consistent customer record across channels. Providing a consistent omni-channel experience for the customer demands a central repository for all inbound and outbound customer interactions/data. Only then can we achieve a single record for each customer and meet their hyper-personalized demands.
- Mobile, Mobile, Mobile: WOW Local Marketing says that by the end of this year mobile search will generate 27.8 billion more queries than desktop search. The question is no longer whether the mobile experience is important or not. It is! And, unfortunately, it is mobile where most brands fail. A mobile experience that does not meet the expectations of the mobile savvy customer is a failure in their eyes. As they say, “the devil is in the details.” And, most customers continue to be disappointed. If you haven’t optimized your brand experience for mobile, make it a priority.
To find out more about how to transition your customer experience management download our eBook, Paving the Path to Better Customer Engagement: 5 Ways to Kick Customer Engagement into High Gear.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.