What exactly are we selling today?
The traditional marketing approach—you put an ad up, I get excited about your product, I go to a store and buy your product—is already on its last legs.
The arena of competition today is the customer experience—not just with apps but with phone support, sales, and even the process of filling out forms.
Moreover, we're going to continue to see an increased shift in focus from products to experiences. And we're going to see the traditional silos—advertising, loyalty, sales, support, and so on—break down as brands focus on crafting seamless customer experiences that drive purchases, retention, loyalty, and positive word-of-mouth, by rewarding customers every step of the way.
Here's why that change is accelerating and why it matters for your brand.
Experiences That Make or Break You
Today's customers have a wealth of choices about how, where, and when to engage with your brand. They have an equally broad range of options for spreading word-of-mouth—positive or negative. Just as small-town bakeries live in fear of negative Yelp reviews, corporate CEOs face angry stakeholders when social media campaigns attack their brands. That is the flipside of addressability at scale... You've got to build your reputation at scale, too.
But that building process doesn't have to be a struggle, and companies that get it right are rewarded with loyal, outspoken customers.
Take the first step (it's free).
You may also like:
- Your Customer Offboarding Process Should Be Just as Good as Your Onboarding Process
- Five Rules for Growing Customer Loyalty Even as Coronavirus Disrupts Supply Chains
- Transparency and Trust: The Key Links Between Data Regulation and Customer Experience
- Top 5 Critical Components of Great Customer Experience
- Five Reasons Companies Ditch Big-Name CRMs (And Go With Startups' Instead)