Role of Customer Experience in Marketing

Consumers are generally willing to pay a premium for a greater customer experience. However, a significant percentage feel the brands they purchase rarely meet their expectations, with respect to customer experience. It is a much better strategy to associate your brand with a greater  experience  then just touting product features. Quality customer service, competitive pricing, ample inventory and selections are a few areas that address the experience other areas include;

Employee loyalty vital to customer satisfaction

Always remember that your employees deal with the customers on a regular basis. Their attitude will play a huge role in how your customers feel while interacting with them. How your employees think of your business also plays an important role in how your customers see your business. They impart these opinions to your customers while interacting with them. As a result, it is very essential to keep your employees happy, so that the same feelings will be transferred to your customers. This will lead to the creation of positive opinions about your business and brands.

Coordinating customer insight to improve customer satisfaction

Coordinating customer feedback and implementing it within the workforce immediately, can bring about great changes in the overall customer experience. This implementation of feedback will lead to an increased number of happy and satisfied customers. Simple score cards can be used to track and evaluate the performance of your employees. The employees on the other hand, can use the score to concentrate on their critical areas. While coordinating this information on an immediate basis can be a challenging task, it can be crucial to provide the best customer experience possible.

Manipulating Customer Behavior for Successful Marketing

When it comes to marketing within the world of e-commerce, customer behavior plays a crucial role. Fresh clean product page design, and clear crisp images, affect the way customers perceive your brand. Coherent and intuitive category flows in the navigation also influence how customers behave. So customer behavior really plays a huge role in the success or failure of any consumer-based business, especially e-commerce.

Triggers for customer behavior

Businesses concentrate a great deal on the price of their products. If price is a critical differentiator then the ability to present competitive comparisons is a great way to trigger your prospect to buy.  In fact, consumers prefer to compare prices instantly and if they are at the buying phase of their research, they very often purchase at that point. Providing this option also helps them to make better decisions,  leading to have more trust in your brand. So the ability to compare prices can act as a trigger for customers, who are motivated to make a purchase.

Email campaigns

While many have been quick in suggesting the demise of email marketing, these suggestions are far from being true. While they might not serve as the only interactive marketing tool, they can make sure that your brand is on your customer’s mind. Customer behavior always requires a trigger. Customers usually have a need for a product, but they may not know the best source to procure it. It is your job to remind them (post satisfied survey) that they had a satisfied shopping experience at your store. So it is healthy to drop in a email blast once in a while about specials, discounts, and offers provided at your store or for your brand.  ‘Out of sight out of mind’ Right?

Adding a Personality to Your Customer Engagement Efforts

Successfully marketing a brand in large part, is about the ‘experience’ you provide to your customers. On a similar note, customer engagement is all about what stories your brand is tied to. The more interesting the story, the greater the engagement and the higher the chance of your customers being loyal to your company. Customer engagement is not just dictated by the success or size of the brand, it also depends on how you present it in front of your customers. Here are a couple of things that will help increase your customer engagement.

Customers are valuable assets, make them feel it

Business cannot successfully survive for a prolonged period of time without the feedback of customers. The real question however is whether your customers know of their importance to the brand? Customers usually attach an emotional value to any product they buy. Your products on the other hand do not emote the same, so it is up to you to demonstrate that your customers are just as special to your brand, as is your brand  to them. An occasional email, or a greeting on their anniversary or birthday, can make sure that your customers feel special. As a reward for your efforts, there is a good chance that your customer would recommend your brand to others and retention will be all that much more ensured.

Surprise your customers

A healthy surprise once in a while can in itself act as an effective marketing tool, and an excellent means to boost customer engagement. This can come in handy if you are launching a new product. Conduct a simple survey and find out what features the customers generally attribute your brand with, and in your next product enhance those features. It might sound a bit like reinventing the wheel but it need not be that way. Simple but unexpected surprises such as an enhanced, additional feature or a change in design can generate a lot of interest among your customers.

Customer Insight – Generating Ideas from Customers

In a competitive market, the only key to survival is continually improving your brand and products. The key to constant improvement is the availability of constant feedback. Customer insight forms an essential part of brand development. Your customers can provide you with a lot of information about how to improve your products. Gathering this information from them can help you improve your services or your brand image.


One of the most important aspects you need to focus on, when it comes to gathering customer insight is observation. It is always a good practice to conduct market research, using observations about how customers use your products, and a competitor’s product. This would give you information on the level of user experience your products provide, as compared to the competitor’s products. You can then use this information to innovate and improve your products.

Brand communities

Brand communities are excellent avenues to gather customer insight. Many big brands have used this method to engage in discussions with enthusiasts, to learn about the shortcomings of their products. These discussions provide valuable feedback that you can look into whenever needed. They also help you to improve your products as per the needs of your customers.

Promotional challenge

Another easy way to gather customer insight is to simply float a promotional challenge. This could be anything from pitching a new name for your product, suggesting improvements, or simply making some improvements. With a lucrative reward to offer, this could be an excellent way to promote your product, gather customer insight, and innovate.

Building Lasting Customer Relationships

Managing customer relationships from a marketing point of view, initially began as a method to increase sales by targeting customers with tailor-made campaigns. These campaigns suited their needs by using information that was readily available about the customer. Over the past decade, this process has undergone a lot of change, and has completely transformed the way in which customers interact with brands and businesses. The relationship that consumers share with brands today is a lot more complex, as compared to their relationship few years ago.

Impact of social media

Social media has completely revolutionized the way we interact with people around us. Customers today are leveraging social media as a platform, to engage in conversations with their favorite brand stores. Emails and phone calls can be easily avoided, but when it comes to social media, customers can simply voice their complaints publicly and can cause great damage to the brand’s image. As a result, businesses are taking a more proactive role in interacting with their customers about their concerns. This is an ideal step in making your customers feel that their needs are being heard and it leads to a better relationship, despite the issues faced by the customer.

Considerations while interacting with customers

Social media can be a great way to improve customer relationships. But it can be equally damaging if you fail to identify which forms of communication need to be ignored. Not every interaction on social media warrants a reaction. Sometimes, not responding can be beneficial. Always make sure to filter out such interactions. React only to genuine concerns that are aligned to customer’s needs and which offer a potential value for your analysis.

Customer Service – Areas to Focus

At a time when customer service demands businesses to go above and beyond, it is important to make sure you put the needs of your customer’s at the forefront. Always remember that comments and recommendations do matter, especially if they are coming from customers. A small misinterpretation in your communication or policies can spark a controversy that can cause severe damage to your business. Here are a couple of areas that you should focus on, to provide an effective customer service experience.

Customer opinions

Many businesses falter in handling customer opinion and feedback. An opinion once formed in the mind of a customer is difficult to change.  In order to tackle this situation effectively, always assume that what the customer believes is true. Instead of arguing to change their opinions concentrate on coming up with a solution that provides satisfactory relief to their issue. This will not only benefit the relationship with your customer, but will also increase their faith in your business and your brand.

The power of empowerment

Customers usually get frustrated with the lack of quality service a business offers. One of the major contributors to this effect is the inability of your customer relationship representatives to make decisions. Customers do not like to explain their situation to a new person every time their call gets forwarded. Avoiding this can help to improve customer satisfaction and loyalty. Only exceptional cases should be forwarded to the hierarchy. Having a policy that allows specific criteria for decision-making and adopting an escalation process is critical. Training your employees to make correct decisions based on different scenarios is an excellent way of achieving customer satisfaction. Also by implementing this method, all customer issues can be resolved quickly leading to a better and efficient service.