How To Build A Strong Customer Experience Through Your Marketing Efforts
Is your business serving a global audience that speaks different languages and has different interests?
If yes, then you know the importance of social media to keep your target audience engaged. However, are you doing that right? This article has talked about customer service experience, particularly with social media, and the importance of data and analytics to build customer loyalty.
Have a look.
How is Your Customer Service Experience?
The Northridge Group surveyed 1000 US consumers to determine if brands met customers’ expectations for customer service across all channels.
Customer service doesn’t just happen by phone these days. It’s done via email, live chat, self-service, and social media. According to the study, all of these channels have great potential. However, it’s the omnichannel experience (how brands are supporting customers across all channels seamlessly) that still needs some work.
One significant point made is that omnichannel is about so much more than leveraging the latest cool technology. It’s really about building loyalty and getting new customers.
Moreover, if you’re addressing a global audience, English can’t be the only language. You need to include a good translation and interpretation service in your business’ marketing efforts to connect with your customers on a deeper level.
The study found that many customers are shifting between channels not because they want to, but because they need to get the support they want.
A Couple of Best Practices We Recommend
- Develop a strong relationship between customer service and marketing/PR (who tend to own the social media channel). Customer service needs to be on top of this channel.
- Ensure response times are within minutes – but focus on the most urgent issues.
- Aim to resolve issues on first contact 80-90% of the time. But when you can’t, be clear why so that the customer isn’t left wondering what’s going on.
Analytics and Insights Help Build Trusted Relationships
EY and Forbes Insights joined together to study 300 executives (along with several in-depth interviews) to learn how companies are building long-term customer loyalty in our digital world.
The study resulted in five key insights that help explain the difference between the desired state and its current state. Let us look at them one by one.
91% of CMOs said that building trusted customer relationships is a critical focus – both strategically and competitively. 87% indicated their strategic vision included customer experience. They are finding that data and analytics power trust because it gives you the information you need to build better, stronger, more relevant experiences.
And here’s a great point – customer data is a privilege. Customers give their information with the expectation that you will safeguard it and use it to do the right thing for them. Sometimes I think companies lose track of that.
Trust erosion affects brand loyalty. However, many companies don’t know where that trust is breaking down in the relationship. According to the study, only 51% can address negative customer experiences at the point of the interaction.
Data and analytics are essential tools to build and measure trust. While this may be true, only 38% strongly agree they leverage analytics appropriately (although most acknowledge this is a critical thing over the next couple of years).
The study also found that only 52% were providing relevant or personalized offers during customer interactions.
There is a significant opportunity to use analytics to know customers better. In the study, 37% of companies believe they are on par with the industry and can use analytics to tailor their communications and outreach.
But although many might be able to do it, most are slow on segmenting their customers and tailoring experiences. 49% use data to significantly drive segmentation, content personalization, and messaging automation, but 40% aren’t segmenting at all.
67% agreed that customer experience is not a marketing-only function. They understand that CX must be managed across the organization, involving many different services and departments.
Of the 13% that believe marketing can handle CX – well, we know where they will likely end up, don’t we?
The important takeaway is that as a business owner, you should not sit on one side of the fence. To be the best you can be and truly take your company to the right place, you must fully straddle the border. From the looks of this study, there’s much work to be done before we see that really happen.
What do you think about this article? Let us know in the comments!