At the end of the day, we all want happy customers. Given the high expectations of today’s customers, it is not an easy task. People want brands to know them and connect the dots as they constantly move between channels and devices. In fact, Infosys, 86 percent of consumers say customization plays a role in their purchasing decisions.
Have you ever wanted a product online and called to ask some questions just to treat as a new customer when you decide to buy a month later? No bueno.
The real question is: How to achieve this level of familiarity with each client every step of the customer journey? It takes more than connecting your marketing technologies and internal teams (which is a huge challenge in itself, make no mistake). What I mean really understand – and tap into -. The latest trends and technologies that impact on how your customers behave and interact with your brand
Creating a consistent customer experience, transparent is one thing, but being able to do so while delighting and exceeding the expectations of your customers is marketing nirvana. Here are three new ways of thinking about connecting with your customers along their winding paths to purchase -. With real examples of brands
Use Mobile to be more human
I know, I know -. Everyone went mobile. You already know. What is interesting is the way people use their phones to connect with others and the world around them. Augmented reality Pokémon Go to the immediacy of Facebook Messenger or Snapchat, your mobile phone is where you carefully click around with greasy fingers. You can have immersive, connected, beautiful mobile experiences -. And brands that can find authentic ways to tap into that as part of the overall customer travel benefit
For example, see how AT & T used 360º video to Facebook to create a race car driving experience mobile that transports you. He quickly you feel human emotions like excitement, fear and anticipation. And the hashtag #StrongCan gives you a way to easily dial in the online conversation if you wish.
Create consistency between online and offline channels.
Today, customers do not think of being online or offline. They are just thinking about how to get the best what they need at a given time. Consequently, consumers are switching between devices and channels like never before. According to Google, 90 percent of consumers use multiple devices to achieve their goals throughout their buying journey.
So as marketers, we need to think of commitments online and offline in a more coherent manner. It is not enough to know our clients the beginnings or ends of their journeys – we need to know all along. That means know – and acting on -. Their preferences, what they clicked or call on, and how close they are to purchase
For example, Tuft & Needle claims to have the # 1 rated mattress for the absolute best value and they do a great job of spreading this message through the channels. They know where you are in the purchase funnel and give you the right messages and resources across channels and devices you use, ultimately lead you to a purchase. Many other brands have set up effective marketing strategies omnichannel too.
Have real conversations.
When we need to make large or complicated decisions, even the most advanced chatbot can not hold a candle to a human conversation. In fact, in a recent survey of 2,000 US adults, Invoca found that more than twice as many people use their phones to call businesses a month filling out forms online, and millennials are three times more likely to call the companies they must tweeter them. Conversation is a majority, more powerful travel customer that I think most buyers are aware, and we should treat it as we treat all other marketing channels (eg, e-mail, social, web) in terms of being a critical stage of the customer journey that we optimize and measure.
If you need more validation of the rise of the conversation, Facebook recently announced its API offline conversions, enabling marketers to optimize Facebook advertising based on purchases offline (by example, in store or by phone). Here’s a video explaining more. I expect to see brands that take advantage of this soon.
Some Final Thoughts
The customer journey is never linear nor constant. It is the force driving ever-changing your marketing efforts. Avoid letting it overwhelm you trying to do what’s good for your customers – not your competitors or peers. Be sure to create transparent, consistent and memorable experiences for your customers. Your customers will thank you, and experiences that you create will pay off.