A company can offer the best products or services, but without the appropriate customer-centric marketing strategy to promote them, customers will remain in the dark. Almost all companies today realize that Marketing has taken on a crucial importance. This is why it is absolutely pivotal to take a significant step further in driving a marketing strategy that will leave the competition behind.
But how?
By becoming a Customer Experience professional.
Customer Experience clearly reflects a society in motion and that has changed its habits. Customers and/or consumers are more demanding and now have higher expectations when shopping. Businesses therefore need to meet these expectations. This has become their business goal in order to remain a market player in their respective industry. So capturing new business and keeping the existing business alive is a must. The following 5 steps can help you do just that:
- Define brand value: this is essential to reaffirm the goals of the company
- Build profiles: using Buyer Personas
- Create a Customer Journey: mapping the different customer touchpoints with the brand
- Define KPIs and an improvement plan: key indicators to monitor results
- Choosing the right technology: need the right technology to support a Customer Experience initiative
Creating Profiles using Buyer Personas
Defining the right Buyer Personas is a new and very important step in understanding your market and optimizing sales. The best way to create personas is to analyze your customer base and determine profiles and/or archetypes to appreciate their respective purchasing behaviors, preferences and routines. Once that is done, mapping your customer journey and tracking the different customer touchpoints are possible to deliver the utmost in customer satisfaction.
Defining efficient Buyer Personas and profiles requires:
- Identifying the archetype number: having it ideally start with a number between 3 and 5
- Looking for areas of interest: preferences, shopping experiences, complaints, etc…this will help zoom in on pain points and resolve any outstanding issues moving forward.
That way, with Customer Satisfaction being fully addressed you get the space you need to start gradually focusing on the Customer Experience strategy.
Two Solutions for Two Different Challenges: CEMantica and Howazit
Once the Buyer Personas set up, the challenge is to transfer the information to and from the database (feedback). To do that there exists different solutions.
- Transferring information to the database: many systems do not allow you to efficiently transfer customer-related information to populate your archetypes. A solution called Cemantica however enables you to do just that. Cementica maps the customer journey of your customers tracking all the customer interactions with your brand for a full and comprehensive insight into the itinerary of your customers. Moreover, Cemantica integrates with Microsoft Dynamics 365 Customer Engagement.
- Getting feedback: Howazit gets you your customer feedback. It fully integrates with Cemantica and Dynamics 365 and has revolutionized the world of surveys. It is based on conversational interaction using chat messaging. You can customize your feedback questions creating a much more personal approach for more personalized interactions.