Deliver Customer Experience Marketing with an Omnichannel Approach
September 29, 2015 Categories: Industry News Tags: brand consistency, brand loyalty, customer experience, omnichannel, personalized services, technology
Customer experience marketing ensures that current or potential customers enjoy the same satisfying experience no matter how or where they encounter a particular company. Whether it’s sales, maintenance, management, or other departments and personnel for virtually any reason, it’s important to ensure a customer enjoys the same positive experience throughout. The idea is to make customers satisfied with their experience so they will become loyal returning customers who spread the word to others.
Omnichannel Satisfaction is Important
When a customer interacts with a brand, there are many potential ways in which that is done. A customer can receive a message on products and services in person, online, and via their mobile device. There are so many opportunities to capitalize on the customer experience that it’s important to share the same message across all channels to ensure customer satisfaction. Instead of each channel operating separately and independently, an omnichannel approach combines them to ensure a unified and consistent experience that is positive for the customer.
Poor Experiences Cost Customers
A poor experience is exceptionally difficult to overcome and will have a long-lasting negative impact. Studies show it takes a dozen positive experiences for a customer to get over one bad experience with a product, brand, service provider, or other entity. As a result, a bad experience can be costly and almost impossible for many businesses to overcome. When utilizing customer experience marketing, a business can work with its staff to ensure message continuity and consistency across all departments. A cohesive message helps ensure a positive customer experience across all channels.
Customer Experience Influences Branding and Loyalty
Customer experience marketing greatly complements branding efforts by generating positive effects on customers. Because a brand image is what a consumer thinks of a product, its maker, or both, having a repeated positive omnichannel experience with them ultimately results in a more positive brand image. When steps are taken to provide consistently repeated positive experiences for customers, a large percentage of those customers inevitably will become loyal repeat customers and create a happy and loyal consumer base for a company and its brand.
Personalization is a great tool for customer experience marketing and creates a sense of warmth and intimacy with customers. It’s possible to personalize documents across mass marketing campaigns to create a more personal and positive experience for the customer. Such documents can be made with the help of FSSI Solutions, such as messageStreamOne™ , so that their recipients across all formats will enjoy the same effective messaging and positive experience. FSSI Solutions aims to positively influence brand perception and demonstrate institutional efficiency.
Positive Experiences Build Loyalty
A person who buys a new car will encounter multiple departments throughout the life of that transaction. If all the departments provided a consistently satisfying experience, the customer is much more likely to return to that same dealership years later and trade in the car for a model year newer. All of that is possible when customer experience and buying in across all departments and staff, is made a priority.
Consistency is Key
Online and mobile marketing are driving more consumers to seek digital information and services. Ensuring consistently positive experiences across all channels and devices is easier when one uses outsourced marketing services from FSSI. FSSI Marketing Services combined with FSSI technology ensures consistent performance and a positive customer experience across all channels. Such omnichannel efficiency and consistency reflects well on businesses and other entities while also furthering the effectiveness of customer experience marketing efforts.