Shopper Experience: Great customer experience is the combination of design thinking and agile marketing

 

A great amount of time and investment is spent ensuring that consumers move through a sales funnel in the way that creates the desired outcome for marketers. What we know, however, is that consumers are not always likely to have a linear progression from the point of awareness to the point of sale.

Thus, more effort is now put into looking at the holistic customer experience. Customers are increasingly device-agnostic, switching between devices during the course of the day. They most often prefer customer service messages to be sent to their mobile phone (registration required) and are likely to perform comparison shopping before deciding to make a purchase in-store or online.


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LEA TAMBIÉN: Shopper Experience: Almundo fue reconocida con la mejor atención al cliente de 2017

Because of these behaviors, you have a continually disrupted customer experience, not a smooth, linear progression from initial contact to sale.

Optimizing touch points individually is not the answer.

 Too often, marketers focus on individual channels or tactics, such as in-store experience, social media, email or the company’s website. While any of these individual experiences may be great on their own, as McKinsey states, “Individual touchpoints may perform well even if the overall experience is poor.”

While the dawn of big data made it much easier to monitor and analyze your marketing channels, many marketers still do not have a comprehensive view of how the overall customer experience is performing. In addition, the existing customer experience is often a legacy of systems and processes set up over the preceding decades, meaning that marketers are optimizing channels with the assumptions that the customer experiences they’ve inherited are as efficient as they can be.

 My agency approaches our engagements with clients by starting with an analysis of the customer experience and, where possible, design solutions around the customer first, instead of the other way around. By prioritizing the customer journey, we achieve more successful outcomes, including better long-term engagement and lifetime value.

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