Developing customer experience is a worthwhile process. It can be undertaken and implemented by chief marketing officers (CMO), their marketing team and all other departments across the business. If carried out in the correct way, it can be very effective. It can have strong advantages for both customers and CMOs.
Marketing can be easy when you compare it to the goal of customer experience – that can be the tricky part. Anyone can market a product or service. But not everyone can make customers understand for themselves what is good about that product or brand.
Nowadays, it is easy for clients to become distracted in a virtual ocean of information and opportunities being thrown at them from all different angles. Going numb in this scenario would mean that customers would switch-off from information bombardment. It means they do not interact with businesses or brands if it is not in their personal interest.
Here is where customer experience through storytelling makes all the difference. Customer experience and storytelling should be a goal for every brand. It can make or break their success. A lot of time and effort is often invested in achieving customer experience. When it is done correctly, it is highly beneficial for both the brand and the client. It is about knowing your audience. As a customer, your needs and wants are catered by brands.
As a chief marketing officer (CMO), you can make informed decisions. You can lead customer initiatives for your business to meet high client demands, and build customer-brand relationships. This is followed by collaboration of other departments in the company. This can include brand design and sales, and their highly-skilled teams.
There are a few steps in the process in which CMOs can develop customer experience through storytelling.
1. Create a customer vision
Know your customers and what you want them to achieve from your business. Create a customer support team to assist the CMO and understand a customer’s needs and wants. They can also deal with issues that may arise in the process. It often helps to create a personal connection with your clients. Customers can also get to know and recognize your own business’s visions. This can be achieved by telling them the story of your business and developing your brand story. This helps customer connect with your brand.
2. Capturing customer data
It is the job of the CMO to set out an effective strategy to collect the necessary customer data. Some possibilities include desk and field research, data scientists or building media lists to promote your brand and track your customer’s activity across a variety of themes. Post-interaction surveys are also useful. Use a quality framework to develop your marketing team and track progress.
3. Analyzing customer data
This is what allows customers to be heard and understood by CMOs. Uncovering data means uncovering opportunities in trends that are arising from the collected information in the analysis. Data should be analyzed across all departments of the organization to ensure your product or service excels.
4. Data to action
Show your customers that you are listening and that they are being understood. Drive your business and build your customer-brand relationship by implementing a data-informed strategic plan. Use social media tools to tell the story of your data. Project management software to create a system for constant customer feedback. This way, your business can constantly improve and grow.
Customer experience is a vital part of any successful business, as a business cannot exist without its customers. You want to ensure that the interaction between your business and your clients is a good one. It is important to dedicate time and effort into analyzing your customers to meet their standards, to retain existing customers and gain new ones.
Customer expectations are higher than they have ever been, which has increase the importance for customer experience.