Does your brand consistently deliver the right message to the right people at the right time?
Watch the accompanying Webinar recording: “How Digital Transformation Drives Customer Focus“
We are living in what I like to call the “age of assistance.” We are more demanding, more curious and more impatient than ever before. These expectations apply not just to consumer brands, but to businesses of all size, whether B2C or B2B. We are more digitally connected and empowered to “find the answer on our own.”
To succeed in in this age of digital empowerment, companies need to engage with customers in meaningful ways, delivering the right message to the right person at the right time. According to Google and BCG’s Digital Maturity benchmark study, only 2% of businesses are able to pull this off.
Customers expect us to deliver accurate information to them instantly, so they can take action quickly. Brands are expected to assist people in helping themselves, rather than pushing messages to them in one direction. According to NTT’s “Global Customer Experience Benchmarking Report,” only 8% of organizations are delivering a fully functioning customer experience, yet 58% consider that same customer experience to be a primary differentiator.
Providing always-on information and education requires companies to fully commit to a digital transformation, so they can deliver insights to their customers where they are, 24/7. But how do you do that? For starters, you need to fully understand your customer’s end-to-end journey.
Why Customer Experience is EVERYTHING
Today, our customers expect us to reach them on a personal level. They expect us to anticipate and meet their needs before they are even conscious of them.
That means understanding the perspectives of your different customer segments. Take a household product like peanut butter, for example. Bodybuilders see a jar of this tasty snack as a rich source of protein. Parents will appreciate an appealing and healthy ingredient for their children. Vegans will embrace a plant-based product filled with healthy fats that fits their lifestyle. Each of these groups will require a different message in a different place.
A marketing strategy for a digital world requires marketers to move beyond a “one-size-fits-all” approach, using collected data to create communications that are dynamic and highly relevant to individuals. This is as true for industrial components as it is for peanut butter!
3 Key Components of Multi-Moment Marketing
To create a deeper, more personal connection with your customers, you’ll need to look beyond just your own brand objectives and see your customer from his or her perspective. Doing so will help you craft messaging that is authentic, helpful, and engaging to them. There are three areas to focus on:
- Understanding audiences as human beings: If you do not understand a person’s motivation, how can you offer them an effective solution? Data-backed buyer personas are essential here, as you sketch your audience segments accurately, and subsequently deliver the most useful content to them.
- Understanding the customer’s journey: Mapping the customer’s journey can help companies understand where and when their customers will be most receptive to messaging. Enhance the effectiveness of campaigns by targeting them at micro-moments—instances when a customer is reaching for a device or taking a specific action that can lead them to interact with your brand. Any time a customer is looking to watch content, buy a product, go somewhere or look for information, you should be ready to meet them.
- Unlocking data to verify and drive action: Data is growing exponentially. Nearly 90 percent of the world’s data has been created in the last two years. This data is an opportunity for companies to continuously improve their buyer’s journey, create more accurate portraits of their audiences and ultimately perfect their messaging.
Along each step of your buyer’s journey, you should measure specific data points to understand how your audiences interact with your platforms, allowing your company to tweak and improve the customer experience, continuously.
It’s important to remember that these three steps are just the beginning. The end goal is not to develop and rely on industry-leading digital tools and data collection, for their own sake. The holy grail is refining your marketing approach to meet your customers where they are. These days, they reside in an increasingly digital world. Are you ready to join them?