If you had to name the top priority for marketers today, what would it be? If you said creating a positive Customer Experience (CX), you’d be right. Everybody wants to increase #sales, but without a good customer experience, that’s difficult.
CX is your customers’ perception of how you treat them and what it’s like to do business with you. That perception is influenced by everything from the types of #marketing your company engages in, to your willingness to honor their channel preferences, to how salespeople inside the store treat them.
To understand just how vital #CX really is, SuperOffice recently surveyed nearly 2,000 marketers, asking them to identify the top priority for their businesses in the next five years. CX came out on top, beating out products and pricing:
Customer Experience 46%
Products 34%
Pricing 21%
When you look deeper, you can see why. A study by PricewaterhouseCoopers, for example, found that 86% of buyers are willing to pay more for great CX. For example, customers are willing to pay a #premium price of up to 13% for luxury and indulgence services simply by receiving a great CX.
How can you improve your CX? Make every interaction matter. In your marketing, for example:
Create a consistent brand experience from one channel to another. Ensure that your brand colors, images, and messaging are consistent regardless of whether they are interacting with you through print, email, social media, mobile, or online.
Personalize your mailings to ensure your communications are relevant and exciting.
Utilize a great design to make it easy to find critical information, such as contact numbers, payment information, and addresses.
Ask customers about their channel preferences for communications. Then honor them.
Use high-quality materials for your print communications. Make each contact feel like a luxury experience.
Creating a positive customer experience has never been more important. Marketing communications can be an essential component of achieving this goal.