Selling a product on its mere characteristics and face value today has become next to impossible. To market your services and building your brand image and reputation has become pivotal for the health of your business. And one of the best ways to do so is by prioritising and working on the overall Customer Experience (CX).
Let’s start by understanding what CX means.
Customer Experience (CX) is the customer’s overall perception of a company. It is the reputation a brand builds in its customer’s minds, before, during, and after a sale. Every interaction with your customer contributes to the overall experience, from marketing to onboarding, and customer service.
Customer experience focuses on the relationship between a business and its customers. It includes every form of interaction or communication with the customer, whether direct or indirect, even if it doesn’t result in a purchase. When optimising the customer experience, marketers emphasise tasks that increase engagement at every touchpoint.
Consumers today are more aware than before and are paying more attention to experience. As marketing professionals, it is very important for us to understand that customers don’t just care just about the product or service that a company deals with, but about all the aspects of their experience. Right from the first telephonic interaction with the agent for product enquiry to the last mile delivery experience – every interaction here counts!
The consistency in each of these experiences matters and is important in building the right perception for a brand. The pressure now lies on CX professionals, to deliver better and better experiences to their customers. Tech evolutions are rapidly pushing the bar higher for more intuitive user interactions, and user-friendly CX.
Let’s now move on to what Martech is.
Martech or marketing technology refers to the tools and platforms businesses today use to market their products or services to customers. It includes the likes of Artificial Intelligence (AI), Machine Learning (ML), Customer Data Platform (CDP), and a wide range of other technologies. Efficient use of this evolutionary tech has transformed how businesses interact with their customers and thus made it possible to provide seamless customer experience across all touchpoints.
The most significant advantage of Martech however is its ability to provide personalization at scale to your audience. This plays a key role in improving customer experience and making it seamless. Businesses can leverage the power of AI and ML to collect and analyse customer data, and thus create personalised interactions in the form of targeted marketing campaigns that resonate with customers. Personalization and AI can result in improved customer engagement, loyalty, and therefore increased revenue.
And here’s how a seamless CX experience impacts your brand!
Customer experience directly impacts a business’s reputation, customer retention, and revenue, and it’s something that we all, as marketing professionals, have learned all through our journeys.
A positive customer experience across all touchpoints can lead to higher customer satisfaction, will result in customer loyalty, and positive word-of-mouth referrals. Seamless CX thus helps businesses to build a positive reputation and differentiates them from their competitors. Think of it this way- you go to an offline store to buy an AC this season. While you’ll have some pre notions about the leading brand, you are more likely to choose one that you know your friend uses or one you have previously used. The way the agent interacts, how the fittings go and the yearly maintenance services, will all impact your image of the brand. You are more likely to refer to the product for all these factors, and not its mere price and cooling factors.
On the other hand, a good or disjointed customer experience even in the post-sales-maintenance step can result in customer satisfaction, negative reviews, and loss of business. Therefore, businesses today strive to provide a seamless and consistent customer experience to stay competitive and succeed in the market.
Martech, CX and overall experience is the key to succeed in today’s competitive market. By prioritising these, and laying emphasis on customer experience, businesses gain a competitive edge, increase customer loyalty, and ultimately boost profits.
At 3 Dots Design, we ensure that with a seamless balance of branding and marketing, you get the right audience for the brand. Our team of experts ensures that when it comes to selling your brand to the right audience, all your needs are met. To know more about us and what we do, visit https://www.3dotsdesign.in/ or reach out to us on contact@3dotsdesign.in