Customer Experience + Branding: The Relationship Goals of Marketing
May 3, 2020
Customer experience can make or break your company. How you and your employees treat customers directly reflects your brand’s values. But the truth is, positive customer experiences can be difficult to implement.
With countless channels that buyers can communicate through (Instagram, Facebook, Google reviews, etc.), if your brand and customer experience strategies are not in perfect harmony, consumers may move on to something better.
Let’s recall a favorite vacation spot. Why was it so memorable? Was it skiing on the snowy slopes in Breckenridge? Or maybe flying your family to the Bahamas for a few sun-soaked days? The reason why we remember our favorite vacay destination is because of the positive impression it left on us. Customer experience is similar – you want consumers to get that warm, fuzzy feeling every time they interact with your brand. Just remember, a memorable experience leads to happy customers, and happy customers leads to brand loyalty.
How to Ace Customer Experience
The first step in developing positive customer experiences is establishing what your company stands for. If your brand is all about trust and loyalty, offer a loyalty rewards program. If your brand aims to be friendly and helpful, make sure you have A+ customer service.
Next, you need to consider your target audience. It’s difficult to sell a product or service if you don’t know who’s making the purchasing decisions; that’s why detailed buyer personas are, what we like to call, “marketing gold.” Personas help you understand your customer’s needs, wants, and desires, ultimately allowing for personalized interactions.
When creating a customer profile, it’s important to consider who your team interacts with every day. The most effective personas consider human characteristics, such as emotional and psychological elements.
For example: Amanda is 31 years old and married. She has two daughters and is a stay-at-home mom. Because Amanda is constantly on-the-go, from ballet recitals to volunteering, she is only loyal to companies that offer efficient and quick customer service.
Advice From the Best
When it comes to customer experiences, there are companies that go above and beyond to make it memorable, from start to finish.
One company that exceeds expectations on a personal level is the online shoe and clothing retailer Zappos. When a woman returned a pair of shoes late because her mother passed away, Zappos took care of the return shipping and had a courier pick up the shoes with no cost. The company even sent the woman flowers and a personalized note. It’s vital to remember that customers are human too. If you treat them with compassion, they’ll see that your company values relationships over dollar signs.
Another example is Casper. No, not the friendly ghost, but the popular mattress company helping customers catch z’s for years. Casper has been reaching new customers by creating a free chatbot designed for insomniacs. This service allows people to have real conversations about whatever is on their mind. Casper then collects mobile numbers and can send insomniacs promotional offers and discounts on mattresses.
By going the extra mile and putting your clients’ needs first, your business will flourish in no time. Plus, when you cultivate lasting relationships and exceed expectations, your company will stand out from competitors.
It’s no secret that when it comes to exceptional customer experiences and an established brand, you’ll always be winning the game.