Ever dated someone who moved way too fast? Most of us are jumping straight into asking for the ring, before we ever get to know our clients and what THEY want. That’s why customer experience marketing is becoming more important.
Customers equate brands with their experiences with a brand. We associate brands with how they make us feel from customer service to the journey we take them on from social media post to email signup to purchase and beyond.
What Is Customer Experience Marketing?
Customer Experience Marketing is an approach where you visualize the entire experience a person has with your business from the very first contact. You connect with your customers and engage with them at each point in their buying journey with relevant content.
A more flexible and holistic approach results in greater brand loyalty and customer retention. Your customer turn into advocates of your brand, helping you gain even more business.
As opposed to the traditional sales funnel approach, thinking through the experience helps you meet your audience’s needs as they evolve and change which results in greater brand loyalty and retention. Your customer becomes an advocate of your brand, helping you gain even more business and everybody has a win!
Why It Matters
The biggest advocates of your brand are also the biggest contributors to your bottom line. According to studies by RJ Metrics: The most loyal 10% of any company’s audience spends 3 times as much as the entire lower 90%. Furthermore, the top 1% spends as much as 5 times more than the lower 90%.
Those numbers show that customer loyalty is worth its weight in gold to your business.
With the sales funnel approach, you spend a great deal of effort qualifying leads in that bottom 90%. But with Customer Experience Marketing, you can bring more of your ideal customers up into that 10% and 1% and earn more from them.
It costs a lot less time, money, and energy to nurture relationships with existing customers than to find new ones.
The Benefits of Customer Experience Marketing
Today’s marketing is all about genuine relationships. People love interacting with their favorite brands. The customer Experience approach is more in tune with this. It allows you to build stronger relationships. This approach cuts down on the leads you lose out of your funnel and the buyers who abandon their shopping carts at the last minute. It allows you to stay with them and offer a wider variety of offerings to meet their needs.
Finally, Customer Experience Marketing requires stellar customer service, which will have your audience singing your praises and bringing others into your orbit organically.
Best of all, it’s a simple framework that can be applied to any business.
How CEM Works in 3 Phases
The simple framework involves three stages: Attract, Motivate, Delight.
At the Attract stage, you identify and connect with your target audience and build awareness of your brand.
For the Motivate stage, you provide helpful content to your audience and encourage them to make the right buying decision.
Finally, Delight your customer by going the extra mile to ensure they stay a customer for life. This is where you can continue to support them as their needs change.
The power of Customer Experience Marketing is that the customer’s journey doesn’t end when they make a purchase. In fact, the relationship is just beginning. Want to learn more about how you can implement Customer Experience Marketing in your business? I’ll be teaching a workshop at the end of this month right here on Crowdcast.