In a recent study, PwC found that only 49 percent of U.S. consumers say companies provide a good customer experience, and a whopping 73 percent feel customer experience influences their purchasing decisions. If you ask a business owner, it’s likely that they rate their satisfaction level much higher. There’s a gap between what our customers expect and what organizations deliver. Marketers who thoroughly map out the customer journey, then develop and implement strategies based on customer engagement, see increased conversions.
Collect data relevant to customer experience
Far from the days of marketing based on demographics, a successful experience relies on in-depth knowledge from psychographics. Gartner reports that “by 2020, more than 40 percent of all data analytics projects will relate to an aspect of customer experience.” Find the specific behaviors, attitudes and belief systems that influence your customer’s pain points then take action.
- What is the primary driver of traffic to your site? Find out which parts of your website are useful to your audience by analyzing landing and exit pages.
- Which content resonates on your social media platforms? Look beyond the clicks on your social posts by reviewing how your audience feels. Which emojis and hashtags are regularly used?
- What touchpoints are your customers using? Hubspot recommends that you “run a quick Google search of your brand to see all the pages that mention you.”
- How does your customer experience rate with customers? Use surveys, questionnaires, and A/B testing to increase customer engagement.
Develop your buyer personas further with this personalized data. Then take this information and put it into context in your marketing strategy.
Visualize your customer journey
When is the last time that you experienced the customer journey for yourself? Traditionally, the customer journey was linear. Now your prospect arrives on your website after a series of actions, from social media channels to review sites.
Put yourself in your customer’s shoes and go through each touch point, from signing up for emails to clicking on a promo link on a third-party site. With the consumer data fresh on your mind, take a look at what your customer encounters.
How many clicks until your prospect is in a purchasing position?
Is the transition seamless?
Make a list of each touchpoint and all actions that consumers take during the customer journey. The chances are that you’ll find areas that aren’t meeting customer expectations and fulfilling their desire for engagement. Define the pain point and solution offered on each digital platform, then turn this information into an effective customer journey map.
Increase customer engagement with an authentic strategy
A marketing strategy that increases customer engagement demands authenticity, transparency, and lots of data. In a Walker report, they suggest that navigating customer expectations requires an “emphasis on leveraging big data and advanced analytics to personalize the experience and anticipate current and future needs.” One-on-one personalization is crucial for attracting leads and gaining trust. Gather your data and travel your customer journey, then develop a customer-centric plan that organically increases customer engagement.
With a solid customer journey map, you’ll break through the digital clutter. Providing a cohesive customer experience, while encouraging customer engagement across all touchpoints, is a way to satisfy consumer’s expectations consistently.