A Connected Customer Experience Equals Brand Advocacy
Today, everyone talks about the need for customer centricity. So, why is it so important for companies? It’s because of the fast-paced, complex, connected and always-on world we are living in. Only customer-centric brands will deliver a great customer experience. And, that’s a pre-requisite for brand advocacy. Your customers want you to know and remember who they are, what they’ve done and what they want with your brand.
Of course, there are companies that have figured out what it takes to build a trusted brand in today’s world. Most of them are relatively young, technology-based companies who build their business around their customers and know how to use their data properly, without the legacy issues that the more traditional players have.
The key to brand advocacy is offering a connected customer experience, which hinges on:
- An experience that is relevant to your customer at any point in their journey.
- An experience that takes into account all previous interactions with your brand, regardless of the channel or device used.
- A customer journey that feels like a seamless and un-interrupted conversation.
Many brands have heavily invested in digital channels for advertising and marketing purposes, and this, mostly, outbound digital brand experience can actually work quite well. But, what happens during or after the onboarding of a customer? Are these digital and offline channels connected and in sync? Has the digitization of sales, onboarding and servicing processes received the same attention and investment as advertising and marketing have? Is the upsell and cross-sell experience more convenient than the initial sales process? What happens when a customer initiates an inbound experience; does their brand experience still feel connected?
If the answer to any of the above questions is “no,” than your customers won’t be the brand advocates you need them to be.
So, who is the guardian of your customers’ happiness during their entire lifetime at your company? As a marketer, your efforts and investments will not pay off as expected if the customer experience is not connected.
Customer centricity isn’t just a matter of making vague commitments to “put the customer first.” It’s about literally building your customer relationships, conversations and service around the needs, preferences and actions of your individual customers on an ongoing basis.
Customer centricity isn’t just a matter of making vague commitments to “put the customer first.” It’s about literally building your customer relationships, conversations and service around the needs, preferences and actions of your individual customers on an ongoing basis. The goal for you in today’s complex environment is to support your customers on their journey – to be responsive, to be relevant and to be proactive when they engage with you via different channels and devices. That’s what will drive advocacy for your brand.
In order to get there, you’ll need to learn as much as you can about every customer and from every interaction they have with your brand. That is the foundation for optimizing your customer experience.