Let’s face it; everything boils down to strategy, especially if it means the results we seek are a bit above good. With that said, we also know that life has no exceptions. So the same rule applies in business marketing be it digital or otherwise, and this has somewhat become the challenge on the decade for businesses. Well, lucky to today, this article speaks of 4 steps to becoming an exceptional brand. If you certainly have the intention of meeting your customers’ expectations. I mean, in this way, you’ll not only be tracking those experiences but also consistently making updates to improve them. In other words, all this gives you measure
Yes, believe it, or not customer service has become the necessary consumer commodity of any day, and in all honesty. To lead the market through the day requires a real consumer experience. Pay attention; we are about, disclose a winning formula is to identify, measure, build and test. Here goes:
#1. Identify Your Audiences and Their Journeys
The main idea here is for your business to design consumer experiences of note; so, have your audience in you in mind when Strategising, and more importantly. Remember that audience strategy and experiences should never be established without some type of consumer insight. Furthermore, as a business or marketer, you should ask always ask yourself the right questions. More or less as listed below:
A few questions to help you begin in assessing your audience/s:
- Know your available data sources (research, analytics, databases, etc.)?
- Know their motivations? Including their preferences?
- Check to see who is/isn’t responding?
- Know the type of data and insights you are missing?
- Identify your current audience?
Identifying the Journey?
- After building a journey, remember prioritisation is critical, also avoid the common mistakes that most brands make. Take, for instance trying to tackle fixing all of the possible interactions they’ve discovered. Your next step should be gathering consumer-driven insights to measure and use that to prioritise experiences.
- Watch how they behave? How they buy? Including what the most common paths to purchase are; Look for possible interactions.
- Look at the digital journey as a foundation, I mean, right now the important thing is that you create one. Use your budget, resources, and time only if any, for arranging a whiteboard brainstorm session. If you have behavioural data at your fingertips the use it to look at connected event stream data by specific channels and by the individual, then do it.
Measure Their Experiences
It’s always far more effective to measure experiences from their direct interactions. By the wat, CES-Customer Effort Score has come to the forefront; yet it lacks in three critical components: measuring importance, measuring revenue and measuring multiple interactions.
In this way, you can enable brands to find quick wins. Alternatively, remove as much friction as possible. The measure of ease to work with a brand across interactions, prioritised within the journey, allows brands to classify the most critical points within the consumer experience.
Build, Build, Build
Along the way, an audit of data and technology will undoubtedly be critical to supporting the automation of personalised, people-based experiences. Another critical component to driving change would be the alignment of key stakeholders across the organisation.
Another supporting point for your inward journey will be the results of prioritised quick wins. Four-Dimensional prioritisation of experiences allows the brand to hit the ground running and to make instant enhancements. While also laying out critical interactions that are significant for long-term planning.
Lastly Test Experiences
In this area, traditional methods need to be redesigned every couple of years, requiring substantial amounts of time and money, with gaps and subpar experiences in between?
Looking at today’s tools for conduct testing? What should we test first? Know who your internal and-or external consumers, including who should I gather feedback from?
Look around; there’s been a fundamental shift in the balance of power because we now live in a consumer-led world. So in essence, it’s about changing your brand’s behaviour, and it is about personalisation, it is about relevance, it is about engagement.”