I read a great article recently entitled “Getting Things Done Vs. Making An Impact”. It struck a chord with me because, as marketers, it’s so easy for us to get bogged down in the technicalities – the metrics and measurement, the testing across devices, the copy and the fluffy creative. In doing so we can lose sight of why we’re running a campaign at all, let alone the Customer Experience. We might be productive but are we making the impact on the customer that we should?
Sometimes it’s good to take a moment and, forgetting all the marketing “noise”, step back and, with a steady arm and a true aim, focus in again on the customer. Consider:-
1. Customer Experience
If we recognise that each customer is an individual then what do we know about him or her? Are we accommodating the things about this customer, specifically, that make him different? Think demographics, geography, any psychographic characteristics (personality, values, opinions, attitudes, interests, etc.) that might come in to play, as well as buying patterns and known purchase history.
2. The brand experience
Is what we’re serving up delivering the right brand experience? What about:-
a) Impression – does he like the proposition?
b) Interaction – does it do what it says? Is it true to its word?
c) Resilience – does it convey responsibility? Integrity?
d) Responsiveness – does is seem approachable?
3. The customer journey
Customers come at us (and leave again!) from all angles and through many channels. But what does this customer’s journey look like? How does he interact with us and using which mediums? How can we ensure that every interaction this customer has with us is as positive as it can be?
4. The customer’s responses
If we ask a customer what his preferences are then the very least we can do is respect them, of course. But sometimes they are not so obvious, or stated, and then it’s for us to monitor, measure and accommodate those that will make his experience with us better.
Does the customer browse online but order by telephone? Does she buy in the sale but never redeem coupons? The customer hands us, on a plate, the detail of how she prefers to trade with us. We make our own life easier by listening to what she’s saying!
5. The customer’s “pain”
What the customer wants from us may not be the same as what we want to sell to him and timing can be important, even critical. These are examples of what might keep a customer awake at night, and when:-
- For a restaurant – empty tables in January after the Xmas excesses
- For a working mum – keeping the kids occupied in the long school holidays
- For a busy motorist – scheduling in a routine service at a convenient date and time
Ask, do I understand the pain points and needs of the customer? Does my campaign directly address these?
Getting a campaign “out of the door” is one thing; making sure it has impact is another. It’s only by keeping the customer firmly in our line of fire that we stand any chance of a direct hit!