Research suggests that companies that compete primarily on the basis of customer experience will be the most successful. Gartner has labeled Customer Experience (CX) the “new marketing battleground.” By harnessing customer data and understanding customer behaviors and motivations, modern marketing drives:
- Customer acquisition & retention
- Conversion of anonymous visitors to known prospects
- Customer satisfaction, engagement, loyalty, and advocacy
- Customer upsell and cross sell
- Development and engagement of audiences, visitors, and communities
Customer Experience: Is your Marketing strategy oriented around the customer? Do you have robust customer feedback and engagement processes to drive positive customer experience?
Customer Data: Are you collecting and harnessing customer and audience data to improve business intelligence, insights, and marketing? Do you have a robust customer segmentation and personalization strategy?
Customer Segments & Personas: Do you want to systematically develop customer, or member, segments, and associated personas? Would a more segmented approach to marketing drive increased acquisition and retention?
Costumer Engagement & Community: Do you have cross-channel strategies to drive customer satisfaction, loyalty, and referral? Are you using community and advocacy marketing to turn customers, editors, and members into brand advocates?
Orientating Around the Customer: Do you need help to reorient your digital properties (product platforms, web sites, blogs, etc.) around the customer rather than historic internal structures? Would a customer orientation add efficiency and improve customer engagement?
Sales & Marketing Alignment: Are you looking to increase the connectivity and alignment between Sales and Marketing? Is your Marketing Team enabling Sales success and driving efficiency in customer acquisition and retention? Do you have customer success strategies to drive usage and adoption of your products?
- The Why and How of Segmentation and Customer Personas
- Customer Data – Do I need a CRM, DMP, or CDP and why?
- Customer Advocacy & Community Marketing – The New Branding Strategy