The following three steps are recommended by the business2community.com website if you intend to take customer experience seriously.
1. Craft a compelling brand story
The heart of your brand is the story of why you do what you do for your customers.
For Disney in the 1950s the vision of the founder was to create a place where adults and children could feel happy. Even today this philosophy is still behind all the services of the company.
Amazon made its goal to become the most customer-centric company and enable its customers to buy almost anything they may want online.
2. You need an integrated strategy: be excellent at every touch point
An integrated marketing strategy is needed because if customers are not satisfied on any of the channels, the overall brand image will be damaged. Your brand story, which is also a promise to your customers, must be delivered consistently.
Start with mapping personal customer journeys. Then decide how to shape the customer experience. Segment your customers and create buyer personas to understand your customers better.
3. Align your systems
The processes, people and enabling technologies required must be aligned in order to deliver what you need at every touch point.
- Cloud computing enables you to create and manage campaigns more easily.
- Mobile technologies enable you to engage with your customers.
- With social media you can listen, engage, publish, and analyse very precisely.
- Artificial intelligence can be deployed to gather new insights, predict future behaviour and automate certain tasks.
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