A 50-cents-off coupon doesn’t have much impact anymore, in a day when customers might be expecting you to toss mink-lined booties into their order as a little seal-the-deal kiss. And they might expect you to ask them how those booties fit a day later. But today’s savvy marketers know that the customer journey isn’t a drive to the mall anymore. The customer experience is a relationship, with all its complexities — and indeed, many of its rewards.
Those complexities and rewards of the customer experience — illustrated by strategies and success stories — are going to be a savory serving at the upcoming VentureBeat Marketing.FWD Summit. There, marketing luminaries like Andrew Donkin, head of Worldwide Brand & Mass Marketing at Amazon, Matt Valenti, VP of Guest Experience Intelligence at Starwood, and Mary Ann Fitzmaurice Reilly, SVP of Global Brand, Integration & Insights at American Express will disclose how their brands deliver the deepest customer experience.
First things first: Knowing what your customer wants is a central premise behind delivering a mink-lined customer journey. The skillful acquisition and use of data is a dynamic tool powering personalized offers of the right products, services, and info, all delivered to the right device at the right time. How customers experience brands across all touch points and how best to make that experience lasting and memorable are topics that will be thoroughly vetted at the Summit.
Tailoring to fit a single customer’s shape
Tailored discounts (and targeted follow-up messaging) that acknowledge the individuality of each customer encourage brand loyalty, and that positive feeling can make a brand advocate out of the customer, so that their tribe hears about how great your company is. Listening in on social media exchanges about your brand can help refine your messaging — and help you discover if there are product (or branding) areas that need shoring up. You’ll want to know when customers are bragging about your products, but also if your customer service line isn’t what it’s supposed to be.
Of course, selling is only one component of a persuasive customer experience, an idea that is likely to be reviewed in some depth at the Summit talks. Understanding customer needs well beyond their wallets, assuring them that they are being listened to, taking into account their individual preferences and interests — the factors behind a fully realized customer journey are various and ever-evolving. Strong brands evolve with them.
Solving customer problems is all about understanding what the customer wants. Advanced analytics can offer a tactical view into those wants, but that data must be combined with the kind of high-quality, consistent engagements undertaken by our Summit speakers, actions that demonstrate you can deliver on customer needs, now and into the future. A customer’s value to a company is exponentially increased if they stick with you for a lifetime. A faultless customer experience gives you good odds of making that happen.