Many of the most successful brands in the world utilize a sophisticated and multilayered customer experience management strategy.
This digital marketing process enables nuanced communications with customers across a broad range of channels, which, when done effectively, can significantly enhance customer engagement, retention, and lifetime value. However, as digital marketing constantly evolves, so too does customer experience management.
So what are the essential ingredients of a successful customer experience management strategy in 2019?
There are many different elements that come together to create a bulletproof communications program. We’ve put together the top five things we believe every brand needs to capitalize on in their CXM strategy. Read on to find out more!
A modern CXM strategy has to involve an integrated social media distribution system to engage with customers across different platforms.
Social media is everywhere, and the average person spends almost three hours per day viewing or engaging with social media. That’s three hours of valuable screen time that brands need to be utilizing in order to communicate with their customers most effectively.
Posting multiple posts per day across a range of social media platforms can be both time consuming and expensive for larger brands, requiring hours of work to ensure images and captions are going up at the right time on the right channel. Modern customer experience management strategies have embraced social media distribution software as a key part of their processes to help ease the workload.
These programs allow for automated scheduling and posting of creative content across multiple different platforms simultaneously. This frees up time for marketing employees to focus on strategy and customer engagement, whilst still providing customers with touch points and brand interactions during their social media time.
Transpromotional communications has been around for some time, but it has become an integral part of customer experience management.
Transpromotion, a compound expression of “transaction” and “promotion”, refers to advertising that is included with traditional transactional communications. This includes documents such as statements and invoices, that would ordinarily not include anything not directly related to the transaction in question. Open rates on important documents like statements and bills is over 95%, which is significantly higher than any other communication. This represents an excellent opportunity to advertise a new product or service to your current customers with an almost guaranteed impression.
A customer experience management strategy in 2019 should definitely involve some form of Transpromotional Application software. This allows brands to quickly and easily insert timely advertising into transactional documents, increasing brand recognition and customer engagement.
Another modern element of a successful CXM strategy is an integrated customer portal experience.
Portals are any dedicated digital spaces that businesses create for customers to manage their accounts, interact with the brand, and share ideas with other customers. Many companies effectively employ a portal experience to communicate both transactional information, as well as new promotions and products to their existing customer base. Good examples would be many financial institutions like CIBC, telecommunication brands like Bell, and rewards programs like Rakuten. Social media platforms are to some extent some of the most effective and powerful customer portals which brands can access for enhanced customer experience management.
By integrating a portal into your customer experience management strategy, you can not only increase awareness of new service offerings, but also increase traffic to your websites, which can help in overall digital visibility.
Perhaps the most important factor for a successful modern CXM strategy is ensuring your messaging remains consistent across platforms and achieves omnichannel engagement.
Omnichannel engagement refers to grabbing customer attention across a range of different spaces and platforms. For example, having customers comment on social media posts, log into your brand portal, open emails, and visit your website would be examples of omnichannel engagement. This is a crucial way in which brands can interact with customers at a range of different touchpoints and communicate a cohesive and consistent tone and USP, while encouraging customers to engage and develop positive brand associations.
Interactive personalized video is a revolutionary new way in which brands can enhance their CXM strategies and generate more customer engagement than ever before.
Video content is now the most widely consumed form of digital media, and customers now prefer to receive information through video as opposed to images or text. However, customers now also expect a high degree of personalization in almost every interaction they have with a brand, and generic videos aren’t going to be as effective as they once were. Interactive personalized video is a method of communicating information to customers that is highly tailored to their specific needs and wants, whilst also providing brands with rich information about customer intent.
Personalized video can be integrated into many different channels as part of a comprehensive CXM strategy; statements and invoices can be turned into engaging interactive videos; text-based email marketing can get a facelift with animated content; and new product communications can be tailored to target a customers’ interests.
Customer experience management now requires adaptation to a range of new technologies and consumer behaviours, such as a focus on social media, omnichannel engagement, interactive video content and personalization. Brands looking to gain an edge on the competition need to focus on the above elements to ensure they are making the most of their customer relationships.