According to a Millennial Consumer study conducted by Aspect, “76% of consumers say they view customer service as the true test of how much a company values them.”
As illustrated by the statistic above, your value proposition goes beyond the product or service you offer and is directly tied to your brand’s customer experience.
Your customers navigate a journey-to-purchase consisting of varied touch points across multiple platforms. Some are direct (i.e. store visit, customer service phone call) while others are indirect (i.e. app interaction, online features). These touch points and experiences combine to shape the customers’ perception of your brand, and most importantly they deliver a powerful message of how much customers mean to you.
Since a negative experience along the journey-to-purchase can push consumers away from your brand, this phase of the purchase cycle has become just as important (if not more important) than the product or service itself. Therefore, no stone should be left unturned when it comes to developing your brand’s CX Strategy.
The modern consumer can be engaged across a multiple channels, both physical and digital, which requires focused efforts to ensure the experience you provide is appropriate for the time and place. It’s also important to deliver your message clearly and consistently across these multiple channels to stay relevant among intense levels of competition.
The “umbrella strategy” is no longer an effective sales/marketing approach, but neither is wasting time and resources fiddling with ineffective campaigns. This is where many brands feel stuck, and rather than a reaction we see inaction.
While the complexities of multi-channel marketing and sales can be daunting, there are proven ways to apply data-driven insights when making strategic decisions thus lowering risk and increasing success rates the first time around.
By leveraging consumer data and predictive analytics, you will better understand how your customers interact with your brand. Once you know where your customers are and what they’re doing, you can offer personalized and engaging experiences based on their unique preferences.
This will not only assert your brand as an industry leader, it will build strong consumer connections and cultivate higher levels of retention.
To read more about offering unique and personalized customer experiences, click here.
Also, feel free to give us a shout. Our passion for building the best customer experiences possible is at the core of everything we do, and our data-driven approach has proven successful for over 30 years.