5 Strategies to Create a Memorable Customer Experience
The landscape where brands now operate offers exciting and previously unimaginable ways to foster loyalty through great customer experiences, turning curious shoppers into enthusiastic buyers and passionate brand advocates. Today, a brand is the sum of people’s lived experiences with the brand, and loyalty is an outcome of great CX. Dauntingly, the best customer experience in any category becomes the new expectation of every category.
This requires a new synthesis — one that combines the best of design thinking and precision, as well as human-centric design inspired by data and made accountable. Modern marketing leverages data, human insights, and innovation across orchestrated and spontaneous customer
journeys. Modern marketing also is data-led and tech-enabled, but still thinks of people and experiences first. How brands show up every day for customers shapes relationship potential and informs a brand narrative that could foster powerful connections with those customers, as well as prospects.
It all begins with a firm understanding of the current ecosystem of push and pull. A more connected brand ecosystem with greater customer-centricity reduces friction across touchpoints, achieves media and messaging efficiencies, and drives greater ROI. Precision marketing means getting as close to the individual and the moment as possible.
Here are five simple CX strategies to help brands navigate this new world of opportunity:
1. Be Empathetic and Human-Centered
The future of CX is all about discoverability: Consider the full customer context in order to show up in the right way, minimize friction, and prioritize ways to satisfy customer desire for connectedness without interruption. Be present in ways that are relevant to customer moments across devices and do it with intention. Remember to listen closely and care for the nuances in the relationship.
2. Think Integration
Align infrastructure and operations to support experience-led transformation. This includes the implementation of mechanisms that provide real-time signals in order to better prioritize moments of need, as well as opportunities to spark joy that forge lasting bonds with customers. It’s time to combine the tools, the people, and the process — and to put the customers in the center of their own data-fueled narratives.
3. Continuously Improve
Continue to accelerate improvements across the journey to meet an elevated and superior set of expectations through timely and intuitive touchpoints. But be careful not to cross the line between relevant and creepy. Privacy consent ensures that you build trust and get it right from the beginning, reassuring customers that you can deliver relevance without overreach.
4. Unleash the Tech
Technological advances have shaped (and will continue to influence) the way brands engage with customers, as well as the future of CX. Brands can respond virtually to a consumer impulse instantaneously because of innovations in network speed and coverage. Machine learning and AI’s unprecedented scale and sophistication in data modeling and digital processing can curate a brand experience whose salience satisfies the impulse and converts it to fulfillment.
5G will be a game changer and will unlock unprecedented value and potential for consumers and brands in many ways. There will be more mobile-connected people and communities; harmonized digital and physical spaces that will shape the way we live, learn, and work; and more bandwidth that will allow consumers to do more with their devices. As a result, businesses will experience productivity gains with greater levels of connectivity.
5. Don't Underestimate Creativity
Ideas matter only when they connect with people, so it is important to understand people and the cultural forces that influence how consumers think and behave. Listening and learning from customers to build empathy is the key to designing positive customer experiences, which create brand desire and build long-term relationships. Creativity is the ultimate effectiveness multiplier.
Customer experience, service innovation, and precision are not trends; they are the new arena of marketing. The role of marketing now is to holistically entice people into the center of a brand experience that continues to grow and adapt to what matters most to them, increasingly in the moment. It’s part alchemy, part collaboration, part courtesy, part credibility, and all about relevance. Customers want to be the ones with their hands on the wheel, but they do appreciate a good navigator.
Tina is the CEO of Javelin Agency with rich hands-on leadership in helping brands transform their offerings through creatively led, data-inspired, and ROI-driven customer marketing. In an environment where brands are increasingly defined by the experiences of customers, Tina’s innovative mindset enables Javelin to be at the forefront of reinventing the architecture that creates better connections between customers and brands.