Tag: customer service

Building Brand Advocates: Customer Experience Strategies that Work

Posted by on September 19, 2017

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Simply providing customers with reasonable access to your information and a way to purchase your products or services is no longer “good enough”. Today’s consumer is incredibly savvy and has high expectations, so if you’re expecting them to become brand advocates without some optimization on your part to create a superior customer experience you are in for a nasty shock. Think about the brands that you recommend to your friends and family members. Are they the brands that put barriers between you and the product, or do they provide an intuitive and friendly experience that leaves you with a good feeling about the brand? If you’ve wondered what that special sauce is that keeps customers coming back for more, keep reading to see how you can empower your fans and turn them into raving brand advocates.

Know Your Audience (and Target Your Message)

The first step in building brand advocates is fully understanding your audience. Do you know who your best customers are — those that come back repeatedly even when you’re not having a sale? The one-off buyers that only come around when you’re having a sale are not your target market, as they’re likely shopping around your competitors looking for sales as well. However, the individuals who are willing to purchase at full price are the ones who should be your first market. Offer them incentives to spread the word about your brand by providing them with VIP status: early access to new offerings or sales, make them part of an elite focus group or other non-monetary incentives. Targeting a specific message to these loyal customers can help them turn the corner into true brand advocates who amplify your marketing message.

Empower Your Service Team

No one likes being put on hold to be transferred to another department, especially because you’re generally a bit upset already at having to make a phone call for service. The situation becomes worse when a customer is required to repeat their needs . . . each time they’re transferred! Ensure that your customer service staff is fully empowered to solve customer problems the first time whenever possible and within set parameters. However, there are times that they’ll need to pull in a colleague. When this happens, be sure that the customer does not have to repeat their story — this causes a negative feeling and doesn’t build customer loyalty because of the disconnected feel of their experience.

Put a Face to Your Brand

This could mean a variety of things, but be sure that your brand has personality. Whenever possible, respond to requests as a human, with a name and face attached, instead of responding as a remote brand. Humans crave relationships and engagements with other people, and providing that type of interaction ensures your customer has a memorable experience. Take a cue from the CEO of Zappos who treats long call times as a benefit that cannot be overstated, and a useful tool in building brand loyalty. Treat people like individuals, and make marketing emails and interactions more of a personal experience instead of a stuffy, remote corporate response.

. . . But Don’t be Creepy

Overdoing personalization can be much worse than not addressing your audience as individuals, so always be aware that there’s a fine line between friendly and creepy. If you want to know more about your customers to enhance their experience, simply ask them for details! This can often be the best way to determine which of your products and services is the ideal fit for their needs. Few organizations have the deep pockets of Amazon or Netflix to form the type of recommendation engines that seem to know what you need before you even need it (and deliver that information to you regardless of where you’re browsing!), but asking a few simple questions and tailoring your responses doesn’t have to be expensive. Numerous personal goods companies request your favorite colors, design choices, and sizes to offer you the options that will interest you the most.

Add Value to Your Conversations

Some brands seem to be reading a marketing manual that states they must put out a certain number of content pieces per day, regardless of the value of that content. Don’t waste your audience’s time by sifting through low-quality information. Instead, strive to provide unique value when you offer information. Re-posting great content from the past isn’t necessarily a bad thing, either. With the cyclical nature of social media, you’re unlikely to hit the same people in your audience twice — even if you try!

While measuring engagement can be important, be sure you’re measuring the right pieces of data to determine the impact of your customer experience strategies. There’s a mental shift to be made from impressions to engagements for ads, for instance. While impressions are great and help build brand awareness, true advocacy comes from customers sharing the ideas and resources that you put forth.

At Rivet Logic, we help brands understand their audiences and deliver riveting digital experiences that surprise and delight customers. Learn more about our Customer Experience Management solutions.

Optimizing Your Customer Experience Management

Posted by on August 15, 2017

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A customer’s experience with your organization may, in fact, be more important than the quality of either your products or your services. Customers today want to feel valued — they want to be able to have their needs both anticipated and fulfilled. Improving upon and optimizing your customer’s experiences is called customer experience management. Through new technologies, there are many ways that you can improve upon your customer experience management and, additionally, your ROI.

Integrate Your CRM, Marketing Automation, and Media Solutions Into a Single Infrastructure

Optimizing customer experience begins with consolidating and analyzing your data. To that end, integrating your CRM and marketing solutions can be an incredibly effective first step. Comprehensive CRM and marketing automation solutions — such as Salesforce, Marketo and HubSpot — almost universally come with third-party integrations out-of-the-box. For more distinct infrastructures, APIs, importing and exporting, or custom programming may be required. Regardless, this will create a single infrastructure that contains all of your customer information.

Not only does this improve analytics, but it also improves customer care overall. Both customer service representatives and sales personnel will have all of the information they need to quickly service the customers and get them the information that they need. Marketing campaigns will be able to target customers based on their prior behaviors — and will be able to prompt them towards purchasing more effectively.

Develop an Omni-Channel Approach through Content Management Systems

Content Management Systems (CMS) make it easier to push content directly to a multitude of different channels. Social media, email marketing, and websites can all be consolidated under a single content system — so that a single push of the button can update customers on a variety of platforms. Omni-channel approaches make it easier to scale your organization upwards and to reach out to individuals across multiple demographics and interests. Through regular content distribution, companies can achieve better organic growth and improve upon their inbound marketing.

A CMS is particularly useful for lead procurement and demand generation. With the use of a CMS, a strong and strategic digital marketing campaign can ensure that leads come to the business rather than the business having to procure leads. Organizations are thus able to improve upon their ROI, extend their marketing reach, and refocus their budget to additional areas of advertising and support.

Explore Big Data, Such as Emotional Analytics and Predictive Intelligence

Emotional analytics and big data can work together to develop new strategies for customer acquisition and retention. Algorithms are now available that are substantially advanced that they can look at patterns of customer behavior and determine the best way to service that customer. At its most complex, emotional analytics can involve motion capture and facial analysis, in order to detect micro-expressions that may aid in detecting the customer’s emotional state. But this isn’t the type of analytics that would most commonly be used by a business. Businesses, instead, would most likely use text-based analysis or verbal analysis, to detect the best leads based on their word usage and the amount of emotive statements they have made.

Not all big data is so complex. Predictive intelligence can also be much simpler, such as looking at a customer’s past purchases and predicting when they will need to make further purchases. Predictive intelligence is used to fantastic effect on many e-commerce marketplaces, to suggest items that may be relevant to the consumer based on the items that they have either purchased or browsed. Predictive intelligence can also be used to detect and identify certain patterns, such as whether a customer may have abandoned a shopping cart due to high shipping charges.

Create Knowledge Management Systems for Superior Customer Service

Customers today often prefer to self-service. A solid customer service experience is, thus, often one in which the customer does not need to contact the organization at all. New help desk and support solutions can be nearly entirely automated, so that customers can get the answers they need out of a knowledge management system. This management system may take the form of a helper website or even a live chat with a bot. When self-service fails, customers prefer a variety of ways to communicate: through email, phone, instant messaging, or even text message.

By providing these additional resources for customers, organizations not only assist the customer in getting what they want, but also reduce their own administrative overhead. The more customer service can be automated, the less time and money the organization has to sink into technical support and customer service personnel.

It’s an exciting time for organizations looking to improve upon their customer experience. Through better customer experience management, companies can fine-tune their operations and ensure that their customers keep coming back.