The future of digital marketing: Customer experience

It is known by everybody that if a company wants to succeed, it needs to be active in social media. 

But how?

Customers are more demanding, they are better informed and they look for customized products. 

According to this scenario, companies need to find new ways to surprise their clientes and get to their top of minds.

Here is where customer experience becomes of vital importance.

Costumer experience is about knowing your customers so completely that you can create and deliver personalized experiences that will entice them to not only remain loyal to you, but also to tell others about you – and that’s the most valuable form of advertising there is.

However, this is not something that just happens. There is a lot of effort that is need to be made behind this succeed.

Firstly, you need to extract insights and data from your customers and your organizations.

Surveys, focus groups or ad-hoc interviews are key in this process. 

Secondly, creativity plays an important role because of the increasing need of attracting consumer's attention.  Furthermore, if this effort you have made in creativity turns out into a customer choosing your product among others, you can be sure that the investment has been worth paying and hence, very successful.Customer experience has become a critical differentiator today due to the competitiveness and the global market. Consequently it generates tangible business benefits. Those benefits can:

• Strengthen brand preference through differentiated experiences.

• Boost revenue with incremental sales from existing customers and new sales from word of mouth.

• Improve customer loyalty (and create advocates) through valued and memorable customer interactions.

• Lower costs by reducing customer churn.

There are three keys that need to be taken in consideration: create and maintain complete costumers profiles in order to know them better than ever before, make the experience personal, so they can feel appreciated and last but not least, deliver the right message, at the right place and at the right moment, keeping in mind that each life cycle stage is important when purchasing a product from your company.As a consequence, many companies have started using customer experience not only to rise their sales but also to make the target feel part of the company, which is the most successful thing an enterprise could ever achieve. 

Mónica Robledo Fajardo, Paula Jiménez de Andrade Salmador and Lorena Sanz García

Source: http://www.sas.com/en_us/insights/marketing/customer-experience-management.html

Pictures from: http://investorcom.com/en/customer-experience-new-age-competitive-advantage/

https://www.linkedin.com/pulse/20140731133905-206963105--customer-service-crm-customer-experience-what-s-the-difference