The Evolution Of Marketing Through CX
Published On: June 8, 2017
Marketing is both expanding and evolving as consumers continue to place a higher value on the experience they have with a company. We are creating more experience design strategies than ever and executing experience design patterns across digital channels. These responsibilities often include:
Surveys, outreach, analytics, demographics... Marketing teams use all of their tools to gain a thorough understanding of their customer's experience. Marketers segment the audience along measurable lines, track KPIs and more to determine gaps and opportunities to improve the customer experience.
Like much of the work we do, we must repeat this process to benchmark success and create a platform for pushing forward once more.
Aligning experience design strategy with immediate business goals
Drawing connections between business strategy and experience design can help a marketing team focus their efforts on the most meaningful opportunities.
Alignment requires a clear vision of how the business makes money: products and services, market trends, and competition. We always invest the time to learn the language specific to a company and its operations. This can be a difficult undertaking but it will almost always improve marketing outcomes.
Executing experience design strategies through digital and physical experiences
Customers have come to expect high-quality experiences across every point of engagement. This means marketers must adopt an experience design strategy and deploy it consistently, across the many touch points they develop.
In our case, we also help coordinate this effort across marketing channels.
Coordinating customer service and sales support channels
Support systems have never been more critical to the overall customer experience. If you can navigate the increasingly crouded waters and find the right toolset for your company the technology has the potential to make a significant impact on customer satisfaction.
New services allow both sales and support teams to access a complete engagement history when speaking or chatting with a customer. Integration with a CRM is essential for optimizing your workflows. The additional context provided to support personnel means disputes are resolved easier and sales are closed faster than ever.
For many companies a customer relationship strategy may be necessary to identify the tools and services that best meet your goals.
Methods of traditional marketing include print advertisements, newsletters, billboards, flyers and newspaper ads. Yes, marketers still have to maintain some of these long-serving tools that have been in use for years or have a proven success rate.
The 3 most common UX Maps
Experience maps, customer journey maps, and service blueprints represent different processes and goals, yet their purpose is to align the customer experience with business initiatives, yielding opportunity and insight into innovative products and services. They are a means to engaging interdisciplinary team conversation and establishing common ground. This article is an overview of the three most common experience mappings you will likely see, and when to use which:
We begin projects looking at the big picture, so let's discuss experience maps. An experience map is a visualization of an entire end-to-end experience that gives teams perspective and understanding of different touchpoints and challenges of their customers. Experience maps are not linked to a specific product or service and move discussions toward the desired outcomes people seek. These types of diagrams offer a more holistic perspective (than a customer journey) of the human experience with a brand and fundamentally recognize that people interact with many products and services from a multitude of providers in many situations which is increasingly crucial as products and services become connected with each other.
Customer Journey Map
Customer journey maps focus on a specific customer’s interaction with a product or service. Like experience maps, customer journeys are chronological and used for understanding and addressing customer needs and pain points. For example, we worked with a SaaS company to better understand it's customer support experience. By focusing on one specific segment (open ticket through resolution), we were able to determine customer journey touchpoints that caused pain or delight.
Experience Design Strategy: A North Star Approach
The human experience is rapidly shifting from physical to digital and the demand for high-quality digital experiences is higher than ever. Companies are taking note and moving as quickly as possible to compete by improving the many points through which they reach customers and in many cases their own employees.
As Above, So Below The Fold
In case you forgot..."the fold" is an invisible line on a webpage drawn at the bottom edge of the browser window. Content which is above the fold does not require scrolling to view. Content that is below the fold requires a user to scroll past the fold to view.