Last week we hosted our 4th Marketing Mornings, with a great turnout to discuss Customer Experience. Our panelists (Adam, & Alissa), shared experiences and best practices from 20+ years in b2b and b2c product companies. What was even more interesting was the diversity of perspective across the roles on the panel, and in the room including: Community Managers, Designers, Marketers, and Product Managers.
Some takeaways from Alissa:
“How does customer experience keep your product from coming a commodity?”
How does your customer communicate – You really need to understand your customer. How educated are they, what view do they have of themselves and their profession? This directly informs how to speak with them and how we keep ourselves from becoming a line on an expense form.
Talk to People – what are the stages that THEY care about in the process? You really need to understand what they want from it. One would assume that doctor’s want better patient outcomes (and they do), but what they really want in some settings is prestige and being published in large medical journals.
Question Assumptions – Often, your clients might want more customers and sales, but what they really might want is to be looked at as a serious competitor to an incumbent. Thus helping them connect how your product gets them on the cover of Fast Company would be a bigger selling point than you’d initially think.
Some takeaways from Adam:
Get Your House in Order – Before we start to worry about scaling, the initial website app, and customer journey has to be in order.
Let’s Try to Disrupt Ourselves – Tide Spin originated as P&G trying to disrupt themselves and create a startup within their startup. Lots of businesses, from agencies to big corps could benefit by trying to consider what puts them out of business in the next 6-12 months and getting ahead of it.
Our Fall Marketing Mornings will be held Wednesday, October 25th from 8:00 – 9:30 CST, Clique Studios – 410 S. Michigan Ave. #801
Lots of companies do a great job communicating their brand in the first customer interaction via their website, retail store, or advertising. Some even have a congruent brand throughout the entire buyer journey. But are you continuing the experience once they’re established customers?
We’ve all logged into an application after becoming a customer only to find the visuals underwhelming, messaging unfamiliar, and overall experience jarring. Loyalty and engagement have never been more essential, as the need to extend the brand experience is critical for a brand’s long-term success.
The best brands constantly review their post-conversion experience, keeping their strategy consistent throughout the customer’s lifespan in order to build brand loyalty.
Current customers are the most qualified customer a company can have, but often receive the smallest amount of investment. It’s not enough to have a shiny front door. Every touchpoint with the customer is an opportunity to further that positive brand experience.
At this quarter’s Marketing Mornings, experts from Tide Spin, Goby, and Curiosity will walk through their brand guidelines and strategies, detailing how they’ve implemented a consistent brand experience across all customer touch points.