Customer experience (CX) plays a pivotal role in retaining consumer attention through the nurturing process, leading the way toward conversion. Given that 55 percent of customers agree they wouldn’t mind paying extra if good customer experience was guaranteed, the incentive for marketers to facilitate these positive experiences is clear.
With the crucial role that quality customer experience plays in both marketing and sales effectiveness, it’s important to understand the elements that make a buying experience positive in today’s omnichannel marketing landscape. With that said, what features can marketers provide their target audiences to facilitate better customer experiences?
Today, marketers live in the age of instant gratification. Consumers today can get what they want, when they want, how they want it. Need to go somewhere? Uber will pick you up. Hungry? Grubhub will deliver food to your door. Bought something but hate waiting? Amazon delivers same-day. The point is, consumers today have more convenience and control over their own purchase experiences than ever.
Consumers now demand personalized, tailored marketing that connects them with the products and services they need the moment they need them. With so many online and offline marketing channels to choose from, coupled with the scores of brands trying to engage them, consumers are now placing significant emphasis on the experiences brands provide when deciding to make a purchase. In fact, an estimated 40 percent of all data analytics projects are projected to relate to customer experience by 2020. What’s more, 84 percent of organizations working toward improved customer experience report increased revenue generation.
Knowing the importance of quality customer experience as well as the positive impact it can have when generating sales, what exactly helps boost CX in the eyes of the consumer?
Modern consumers leverage a wide variety of devices to engage with brands. However, mobile is undoubtedly the most important when it comes to reaching consumers and driving engagements that lead to purchases. In fact, consumers spend twice as much time engaging with brands on mobile as they do on desktop—totaling around 69 percent of media consumption. With this in mind, marketers directing consumers to anything without the mobile experience in mind will likely miss out on opportunities and valuable lead traffic. Think about it this way: how many websites have you visited on your phone and had to “pinch and scroll” your way through a site that was still using a desktop layout? Probably a few. If a site isn’t optimized for mobile, it’s essentially driving customers away and having a negative impact on brand authority.
When it comes to the customer journey, there are plenty of opportunities for marketers to differentiate themselves from the competition... or drive their leads to that competition. Today, consumers expect that the engagements they make on one channel will be reflected on the subsequent channels they use. In other words, if marketers target a lead at the top of the funnel with a wide variety of potential products and services, as that lead travels down the funnel, the products or services they have shown interest in need to become the focus without showcasing the irrelevant ones.
Across the marketing mix, consumers are engaging with a wider variety of channels throughout their day-to-day lives. As a result, it’s grown increasingly important that marketers be able to target audience moments. Consumers are busy and spend limited time engaging with brands. In order to provide marketing engagements that resonate, it’s crucial that marketers use person-level data to tailor their engagements to align products, services, and offers with the unique interests of consumers.
Providing an omnichannel customer experience for one specific customer journey is a lot like fixing one side of a house. Sure, the left side is solid, aesthetically pleasing, and secure, but the right side is left to wither away. In order to meet the modern consumer demand for an omnichannel experience, marketers need to recognize that one customer’s journey leverages different channels, touchpoints, and creative messaging than the next customer. To address this, it’s crucial that marketers utilize person-level data and omnichannel measurement to understand the interests and needs of the consumer along their unique omnichannel customer journey.
Today, omnichannel customer experiences are increasingly becoming the standard by which consumers measure the quality of the brands with which they engage. In order to optimize the impact of marketing efforts, it’s crucial that brands understand the critical elements that make up quality omnichannel customer experiences. In doing so, brands will be better suited to deliver the personalized, relevant, and consistent marketing engagements that modern consumers have come to expect.
© 2019 Marketing Evolution, Inc.