The changing expectations of the customer is forcing many organisations to rethink how they market their brands, their goods and their services. How they are going about this could be referred to as marketing transformation. Akin to digital transformation, marketing transformation is concerned with bringing value to customers via a better and fuller customer experience (CX).
To provide better CX, you need to create a holistic and unified experience across all mediums in which customers interact with you. And there are more of these touchpoints than ever. It’s not difficult to see how a positive customer experience will influence a customer’s loyalty or your company’s sales figures. Similarly, it’s understandable that if someone has a bad experience with your brand, they won’t get very far along the ‘buyer’s journey’.
In this post, we’ll explore customer experience in a digital context – it’s facets, importance and what your business can do to start perfecting it.
Stay in touching distance
Customer experience can mean any interaction an individual has with your brand, from viewing your website to face-to-face sales or customer service. We’re not here to give you advice on your people skills, so today we wanted to focus on the digital aspect of CX. Nowadays, potential customers can view your services on their mobile on a mountain top as easily as they can on their computer in the office. And there are equally more ways than ever for you to reach out to potential customers. These are your digital CX touchpoints – the online mediums your business should be using to promote and perfect your brand image. This is especially true when it comes to the B2B marketing space, where buying decisions can be particularly detailed and drawn-out.
Let’s look at three core digital CX touchpoints:
1. Your blog
Your blog is how your customers ‘get to know you’, in terms of the products you sell and services you provide. Your blog is also an instrument to drive traffic to your website and really engage with your audience.
2. Your social media presence
Social platforms like Twitter, Facebook and LinkedIn provide a layer of transparency: letting you listen to your customers and offer advice or assistance in a more informal, conversational way. With greater transparency, you can expect an improved level of trust between you and your customers.
3. Your website
Your website is often the first point of contact customers have with your brand. First impressions count, so you want to make it as pleasing an experience as possible. If your audience feels familiar and ‘at home’ on your website, their experience will naturally be a positive one.
Each digital CX touchpoint requires a dedicated approach. Those that put the effort in can expect repeat custom, improved trust and an overall better relationship with their customers.
A measured approach
In the marketing industry, progress can usually only be confirmed over time. From landing page conversion rates to search engine optimisation (SEO), success is often only recognised after weeks or months of consistent work. But before you can start tracking and improving your CX, you need to know where your baseline is. That starts with making a conscious effort to gauge the current success of your digital CX touchpoints.
Look at your blog and the interactions you have on social media. Review your website from the perspective of a new visitor. What’s working, and what isn’t? Once you’ve established your baseline, you can begin to focus on the biggest areas for improvement and benchmark your efforts to view your progress.
To help get you started, we’ve put together a few simple but effective tips on how to improve each of your digital CX touchpoints:
Blog: Consistency with your blogging is everything. An informative, engaging and regularly-updated blog is perhaps your strongest CX touchpoint – showcasing your own expertise and your business’s USP to create strong customer relationships. To cultivate those relationships your blog needs to engage with your customers. It needs to acknowledge their biggest pain points, concerns and goals to pique their interest. That means your content should be aimed at the customer, not the author.
Social: To grow awareness of your brand and ultimately sell your services, you want to start perfecting your followers. To the uninitiated, the number of Twitter followers a business has might seem like an indicator of its success… but don’t let the numbers fool you. We say ‘perfecting’ because it’s about getting the right followers, not the most. Following people who are likely to have a real interest in what you sell will serve you far better than buying fake accounts to feign popularity.
Website: Functionality such as responsive design allows users to access your site on any device, helping the consistency of your brand message and appealing to the majority of users. Visible customer support options like instant-message chat or email/phone contacts let visitors know they can get help if needed.
Likewise, you’ll also want to avoid anything that might drive customers away, like slow loading times or lengthy online forms.
Improvement starts with the first step
Transformation, whether it’s digital or marketing, is something every business should be aiming to do. But while digital transformation can take a lot of time, effort and money to implement new technology, adapt their current practices and learn new ones, you can start your marketing transformation journey right now. It all starts with CX.