Developing and sustaining a brand is a valuable asset when it comes to attracting and retaining customers. Here are strategies to ensure the best brand experience for your customers.
Watch out for fragmented messaging
TV and radio, email, in-store materials, website, social media and more are all customer touchpoints in today’s ecosystem. If consumers are not getting the same message everywhere, there’s a danger of dilution of the brand image, weakening customer relationships along the way as well. On the other hand, delivering a consistent and cohesive message can boost and build all the above and can be achieved using the following:
Take an audit: Identify all communication channels and review the key messages conveyed by the company in each.
Get the gang together: A multi-departmental approach in determining the overall objectives of your communications program works best for effective customer experience.
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Put it on paper: Each planned communication should flow into a communications matrix. By keeping communications in sync, you'll build the confidence and support of your brand image and most importantly, trust among your customers, thereby, enhancing their experience and solidifying profit-driving relationships.
Avoid marketing the same offer to every customer. Here are four key steps so that your offers are personal and relevant:
Listen up and listen in: A customer’s transaction history can reveal redemption habits and shopping behaviors, alongside customer profiling and segmentation which pinpoints the life stage, customer lifecycle, and their motivations.
Measure and analyze: Tracking every offer against predetermined goals will give insight into how different customer segments or types reacted to the same offer.
Test: Testing simple changes in wording can shed light on what individual customers and specific segments respond to best.
Revise, revamp and refresh: Using up-to-date data will ensure your offers—and your entire customer communications—are always timely, relevant and wanted.
Broaden messaging beyond the sell: Being in sales mode every time will lead to the customer tuning out and will cause conversion rates to suffer. Leveraging data to focus on helping customers and not just selling to them will give you reasons to get in touch. This helps to build relationships and sales down the road. Ensure you include a call to action!
Ask customers' communication preferences: A communications preference center will let you know if customers want to receive those communications. Ask yourself this:
1. Do you offer multiple types of communications? If communication is for multiple purposes, then identifying those preferences is critical to maintaining customer interest.
2. Today's growing digital devices challenges marketers to find and produce the optimal format (HTML, text-only, mobile) and device (iPhone, Android, etc.) for communicating. This is most relevant in the age of digital audiences.