Customer experience is incredibly important for conversions, repeat customers, and referrals, and it should be a big part of your marketing strategy. We talk about it in terms of the three critical Es – expectations, engagement, and experience. If you haven’t been paying attention to these three areas, you need to be.
Today we’re looking at how those three big Es can influence your market strategy, and why they absolutely should.
Breaking Down The Three Es
First, let’s take a look at those three Es and what they mean.
- Expectations: the customer may expect more or less than you are able to deliver. Your task is to manage their expectations and deliver the best possible product or service in order to ensure a happy customer.
- Engagement: this is all about talking directly with customers in order to encourage them to participate. When they engage back, they will build a relationship with your brand.
- Experience: when you take the whole sum of your customer’s encounters with your company, this forms a picture of their experience. This includes their interactions with your products, services, and brand, from marketing to browsing your website to making a purchase.
Creating The Strategy
So, how do you take this information and use it in your marketing strategy? The first thing you need to do is to make a customer journey map.
This map plans out all of the experiences your customer will have with you. You should define key areas such as onboarding, conversion, re-engagement with past customers, and repeat orders.
When you look at your key areas, you will see how customers engage with your brand at each point. You need to provide value for them in every engagement, as this will have a strong influence on their overall experience.
Once you understand where your strategy needs to change, remember that this may not be your last adjustment. Customer behaviour is ever-evolving and changing as new techniques emerge and become saturated in the market.
Make sure that you continue to monitor your customer journey map, see where customers are leaving the engagement cycle, and adapt to their new needs and wants.
Revisit, Regroup and Revise
Your path will evolve constantly, as you strive to create a marketing strategy that optimises your three Es. Look at your customer data. Are there any gaps in your current plan?
Use your business goals to assess this. Are you achieving the results that you wanted? Are you getting a good enough conversion rate or a good percentage of repeat customers? Do you feel that customer loyalty is being created?
Anywhere that you can see a deficiency, it’s important to make changes to the customer journey which improve their experiences. Don’t be afraid to make changes regularly. When something isn’t working, try something else. Ask yourself how you can provide more value to your customer – market research will also help in this area.
You also need to keep an eye on your goals. If they change, then your marketing strategy needs to adapt.
If you have not yet implemented a marketing strategy for your company, you may not even know where to begin. The customer journey may be a mystery to you.
If that is the case, get in touch with us at Swift Digital. We have dedicated teams on hand to help set up marketing automation for you. This will ensure that your campaigns are successful, and will help to create a customer journey that works at every stage.
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