Understanding the customer’s DNA to get it right
Living up to the consumers’ expectations has become more challenging than ever. Consumers these days are quick in adoption and making choices, proving it difficult for marketers to understand and predict their behavior. On the other side, despite having advanced technological capabilities, businesses are laggards and struggle to create a coherent, unified and relevant consumer experience due to inability in predicting behaviors. So, what’s the roadblock?
Understand the consumer right way
Often, organizations fail to integrate and derive meaning from all the sources of consumer insights. Aligning every customer touchpoint, across segments and channels, with the customer experience vision requires deeper understanding of the moments of truth and the impact of resulting consumer attitudes on their behaviors and businesses. The task becomes challenging when you try to integrate cross-channel consumer insights to create a shared vision of customer experience and influence their journey. Therefore, it’s very important for organizations to work collaboratively rather than in siloes to get the roadmap of user experience right.
Deliver the right experience
The next milestone is bridging the gap between how you want the consumers to experience your brand and how they perceive it. It is not as easy as it sounds. It is an ongoing and two-way process. Experience design starts with mapping the customer’s journey at every touchpoint spanning the technology, processes and functions that will contribute to deliver the targeted experience. A very crucial element of this experience design is how you capture the customer feedback for further analysis. This will help to optimize the experience further, pivot your offerings and help decision makers in many areas like - to optimize their marketing spend, redesign the campaigns, identify new opportunities, etc. Investing smartly in marketing technology is yet another important agenda on CMO’s mind. Digital disruption has transformed the way consumers interact with the brands. Personalizing these interactions for superior engagement and loyalty leads to lower conversion time and lesser acquisition cost. This requires the processes to be intelligent, easily integrable, compatible and agile.
Get the Measures right
The final step is measuring the performance with the right parameters and in the best manner. There could be a stark difference between what customers say and what they do. Therefore, it would be rightly justified to have an elaborate measurement approach which is genuinely predictive to capture maximum customer life-time value. For e.g., a marketing insight developed throughout a customer life cycle across time and channels will be more helpful rather than patching up several isolated episodes. Also, it goes without saying, that we need to shift our focus from product based performance, to measuring consumer behavior and experience to fill the gaps easily and with higher value. Though it is easier said than done, diligent efforts to build a real connect with your consumers will go a long way in establishing and sustaining your brand. A listening ear to your consumers will lay the road towards winning their hearts.