A marketing strategy is nothing without loyal customers, and to gain and maintain loyal customers, you need to maintain a good customer experience. Sounds easy right? Well maybe it is. But if you don’t know where to start, Lion marketing has three tips for you.
- Illustrate the customer journey.
Creating a Customer Journey map is a great place to start when re-strategising your customer experience plan.
A customer journey map is an outline of every step your customers go through when interacting with your brand. This includes engagements that extend beyond purchasing the product, like social media engagements, online advertising, and customer service reviews.
When building this map, you should consider a range of perspectives from internal stakeholders. Insights into the customer journey are ingrained across every aspect of your brand so it’s important to include opinions from your colleagues.
You also need to consider both the pre-and post-sale aspects of the customer experience.
Mapping out the customer journey map helps your team better identify the gaps between their desired and current performance and refocus efforts on new areas of your customer experience that could stand improvement.
- Equip and uplift your employees.
Much of a customer’s experience can be traced to whom they interact with during their buyer journey. One aspect that assists with this step in the customer journey is making sure your employees are happy. If employees think that they don’t have the tools necessary to do their job efficiently, or feel underappreciated, it can affect their ability to perform.
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- Personalise interactions with customers.
Personalising experiences for your customer can help form a bond between the brand and the buyer. For example, providing vouchers to the customer after their first purchase can personalise their experience and make them loyal to your brands.
Personalization can take many forms:
- Thank you letters or emails to customers after purchase
- Sending follow-up surveys to the customer
- Dynamic website offers based on user preferences
Making the customer feel valued even after the sale helps boost the overall customer experience.
