When Customer Experience drives Marketing Effectiveness
There are a lot of conversations at the moment about why customer experience makes a difference to the effectiveness of your marketing efforts.
Understanding that customer experience isn’t just about what happens once you have bought something – but it happens at every interaction with your brand – is key to building effective marketing strategies and is what we focus our clients on, as sometimes this detail can get lost.
But how does Customer Experience impact the effectiveness of a marketing campaign?
According to a recent study by PWC, 32% of all customers say that they will walk away from a brand they know and love after just one bad customer experience.
Considering customer experience as part of your marketing strategy can feel like just an extra thing to do and consider – however there are many benefits to spending extra time considering what makes up an experience and how it can benefit you in the long run.
1. Trust and Credibility
Creating a positive customer experience builds trust and credibility in your brand. When customers have a consistent and satisfying experience, they are more likely to believe in the promises and claims made in your marketing campaigns.
2. Word-of-Mouth and Referrals
Exceptional customer experiences lead to organic word-of-mouth marketing. Satisfied customers become brand advocates, sharing their positive experiences with friends, family, and online communities, which amplifies the reach of your marketing messages.
3. Higher Engagement
A great customer experience keeps customers engaged with your brand. Engaged customers are more likely to interact with your marketing content whether they are ready to ‘buy’ or not, respond to calls to action, and participate in loyalty programs, resulting in higher conversion rates
4. Emotional Connection
Emotional connections forged through positive experiences create a lasting impact. Marketing campaigns that tap into these emotions resonate more deeply, leading to stronger connections with your target audience.
5. Reduced Customer Churn
Good customer experiences reduce the likelihood of customers switching to competitors. This stability provides a strong foundation for marketing campaigns aimed at retaining existing customers and reducing churn.
6. Long-Term Value
Customers who have positive experiences are more likely to have a higher lifetime value. They continue to engage with your brand, make repeat purchases, and provide a stable revenue stream.
7. Enhanced Feedback Loop
A positive customer experience generates valuable feedback that can be used to refine marketing strategies. This feedback loop ensures that marketing efforts remain aligned with customer preferences.
8. Lower Acquisition Costs
Satisfied customers who remain loyal over time require less investment in acquiring new customers. This allows you to allocate resources more effectively and focus on innovative marketing strategies
What's the best approach to evaulate Customer Experience?
Collecting customer feedback gets instant information about what your customers like and dislike about you. Don’t be afraid to hold focus groups, surveys, forums – both internally and externally.
Customer Journey Mapping
Step back and create detailed customer journey maps to visualise the entire customer experience, identifying touchpoints, emotions, and pain points at each stage of the journey. This will help you pinpoint areas you can improve the experience and enhance your offer.
Marketing Mystery SHOP
One of the most important and most under-utilised. Mystery shop your marketing. Every industry should be taking an objective look at what is going out from your business and what people are actually interacting with.
Customer experience is the foundation upon which effective marketing strategies are built. It creates a receptive and engaged audience that is more likely to respond positively to your marketing campaigns, fostering brand loyalty and driving business growth.