By Morgan International Staff Writers
A customer’s relationship with a business goes far beyond the purchase of a product or a service – so it’s crucial to take a complete view of their experience with the brand.
A customer’s experience of a business goes far beyond the purchase of a product or a service. This is the fundamental concept of branding – that the customer relationship begins with brand sentiments derived from advertising, marketing and word of mouth; and that everything about the delivery and the consumption of the product will affect how the customer engages with it. In the age of digital media, this is now more true than ever.
Consumers today expect personalization as standard, and if brands are inconsistent in their delivery, or have flaws in the experiences that they offer, then they will be deemed sub-par. This can even extend beyond their own offering and on to working with partners in order to meet all of the customers’ needs – ensuring that the overall experience is fast, frictionless and simple. This is what lies behind the evolution of marketing as a service: not just building a product and a brand but mapping out the complete customer journey and going above and beyond to optimize the experience.
Fields that can particularly benefit from this approach include the travel and online retail industries. When staying at a hotel or taking a flight, notably good service – which shows that the business understands the customer – will act as a key differentiator. In the field of ecommerce, meanwhile, being able to direct customers to appropriate products and to recommend additional similar or related items will be a crucial factor in driving sales growth and in satisfying customers.
There are three key steps to deploying marketing as a service as a strategy:
- Ensure that you are collecting, retaining and collating information wherever possible and, if you have contact with customers across multiple channels, that data is unified.
- Consider the customer’s experience from the very first stages and ensure that feedback is sought at every step of development.
- Take a holistic approach to marketing, unifying your messaging, and the teams delivering it, across channels and platforms.
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