If you’re like most of CMO, you are regularly your ears in the sales data, trying to find a way to reach sales targets this quarter. All brands want to increase their sales. It’s easy to get caught rummaging through your numbers and metrics reports to find ways to increase your sales and profits year on year.
Your settings reports likely focus on things that are directly related to the sale. How much the average customer spent per transaction? What is the cost of acquiring a new customer? How your product is returned? These are all important things to know, but if cash transactions are whatever you focus on, you’re probably missing a key element of the image – a deep understanding of experiential journey of your client first taking awareness of recurring, the status of customer happy.
The marketing department and other departments within a company are often compartmentalized. Everyone has their own point of view regarding the psychology of the customer and what he or she can answer, because each department sees the client to another point in the journey of this client. To complicate the issue, teammates often have different client settings, they are each working to improve to meet their end of term measures. In a perfect world, marketers, creative teams, sales teams, and optimizers would all meet their individual quarterly indicators, resulting in higher revenues. However, in reality, it has great potential for creating fragmented customer experiences.
Although these fragmented experiences may create short-term increases in turnover, they sacrifice the growth of long-term income because they lack a unified customer experience. Obviously, this is a balancing act, but if you play the game long-term revenue growth – you want to win not only finish the marathon sprint. Deeply understand your customers and their travel to buy your products – and then deliver personalized experiences to them. – Are the keys to winning long-term sustained growth of turnover
short-term, simple transactions Vs. long term, Metrics commercial experiential
If your company focuses on individual transactions, you may not even realize it. Of course, it is important that you understand the transactional action as “Add to Cart” or shopping cart abandonment rates. Every company should understand how it is done with respect to sales transactions. However, even if each single metric that you follow a direct line to sales, you still need a key part of the puzzle.
Without understanding the experiences of your customers, you lose the understanding of how to truly create customer experiences, they are happy with. Your customers are now able to be fully connected to your brand – but that does not mean they are. Without offering truly personalized experiences – those that correspond to their individual travel customers and meet their needs with precision – you’re not only missing out on the increased purchases, but also their loyalty to your brand. If you do not understand their experiences or their levels of engagement with your brand, it is difficult to understand whether they are satisfied or brand-loyal.
Why you should aim experiential
When optimizing the customer experience with your brand, your focus on positive experiences can have a direct impact customer satisfaction and increase brand loyalty. Create highly personalized customer experiences through the mail and advertising can even lead to increased sales. In fact, when a large telecommunications company has made an effort to personalize their mail by creating customer segments more targeted, he saw a 12 percent lift in revenue from existing customers.
This is because customers that regularly use your services or products rebuy earn a much more satisfying experience than those who are not. The application or mobile website meets the needs they have, which is why they keep coming back. The same can be said for your blog or social channels – customers who have positive experiences with any of these types of channels are more likely to trust your brand. Consequently, they are more likely to convert in the future to convert more regularly, and refer their friends to your brand. Put simply experiences, personalized – those adapted to the customer’s journey – ultimately build the joy and confidence; and in turn, joy and confidence increase loyalty and referrals. These types of behavior can not be earned through purely singular transactions.
Deeply Understand your customers and create memorable experiences
You may be wondering how to understand your customer on a deeper level and create alignment-team card trip- customer that will generate a great customer experience, ultimately converting your client to a long term, happy, brand-loyal consumer. The strategy is simple.
Invest in understanding your customer better by collecting data in both qualitative and quantitative customer to create a travel map. Usability studies, client interviews, ethnographies, website FAQ / research papers, customer surveys, customer support logs / complaint, web analytics, social media listening, competitive intelligence analyzes and A / B and multivariate tests are all great ways to build and validate a deeper understanding of your customer.
The next key step is to align your teams to travel customer strategy described in the map by matching some of their quarterly indicators on the same target – a unified customer experience that focuses on a long-term, experiential customer journey and include transactional experiences along the way. Welcome to the marathon.
At the end of the day, no one wants to feel like just another number on a measurement report. Creating personalized experiences that meet – and exceed – the expectations of your customers about their ideal travel allows your customers to feel confident that your business is precisely now that they should develop their brand loyalty and repeat business. It allows your customers trust you as a brand and the feeling that you really understand their needs, resulting in a sustainable and mutually beneficial relationship. Put your focus on creating the experience rather than the transaction is always a winning bet.