Aligning your marketing message with your customer experience using the following methods:
The rapidly changing digital world makes it grueling for you to implement the most effectual SEO tactic, or social media trends (not to mention, blogs that need writing & ad campaigns that need running!).
Micromanaging the daily tasks for a team of marketers can be too myopic, and it is strongly encouraged not to worry about the daily minute tasks. If your product as intrinsic value, you’re off to a good starting point.
The focus on today’s marketing strategies has misguidedly wound up undervaluing the important market tenet: a good customer experience!
The following 3 ways will help you garner a better understanding of how developing a great customer experience starts in the marketing department and how to align your marketing message with your customer experience:
As Employees, Live Your Brand
The roots of a great customer experience actually start with your company and its leaders. Marketers often look internally for inspiration for their customer-facing messages, which means the way they are trained and treated as employees will be reflected by the marketing material they produce. As a leader, this is exactly what I want, and it’s my job to ensure we treat our employees the way we want them to treat our customers!
Too often, however, companies fail to teach their employees how to properly “live their brand.” A Toronto customer experience agency called Fifth P created a very helpful infographic outlining the customer experience breakdown, which often begins with employees who aren’t trained well enough, as seen here:
Leaders: when employees – like marketers – are trained and treated in ways that directly reflect the message you want to project to potential customers, you have laid the groundwork for your people to deliver great customer experience. Just beware that if you do not do this, the opposite is true: this is where poor customer experiences truly originate.
Make Promises The Team Can Keep
Everybody, at least once, has bought something they didn’t need because of a good marketing campaign. My friend recently returned from Universal Studios in Orlando with way more Harry Potter themed souvenirs than is reasonable. Who can resist the gift shops at the end of those awesome rides? It’s just good marketing!
There is, however, a significant difference between good marketing and making false claims just to get sales. Unfortunately, fierce competition sometimes calls for desperate measures, and this often includes saying anything and everything to get the sale.
Marketers and salespeople: do not make promises the products and service can’t keep.
If a company makes a car with a max speed of 195mph, they should not say it can reach speeds over 200mph. A golf club company should not say its driver can lower a golfer’s score by 10 shots…because nothing can lower Charles Barkley’s score by 10 shots. Marketing companies shouldn’t promise to get brands a #1 ranking on Google because there is simply no way to guarantee it.
The people over at Fifth P found a stat saying 82% of people will not do business with you after an unresolved poor experience. Any sales made under false pretenses just amounts to fool’s gold. Be honest about your products and services and highlight their value, nothing more, nothing less.
Make promises you can keep. Don’t do this:
Deliver On Your Marketing Messages
“You are what you do, not what you say you’ll do.” – Carl Jung
This quote is an apt maxim for both company leadership and marketers. If a company claims it will treat employees a certain way, and then follows through, those employees are much more likely to deliver the same experience to customers.
Let’s use a recent experience I had with Amazon Prime as an example. Amazon Prime in Canada costs $79 and offers free two-day shipping on millions of items, with the option of one-day shipping for an additional $3.99.
On a Wednesday evening around 6pm, I ordered an item that was eligible for two-day shipping and also selected the one-day option for $3.99. On Friday morning, I got an email saying my item was shipped and I could expect it by 8pm that evening.
The reason I got Prime, however, was that I needed the item by 12pm on Friday. If I got the item at 8pm on Friday, that’d be more than 48 hours after I ordered the item and asked for one-day shipping. Not exactly getting what I paid for!
Immediately after I received this email – about 9am on Friday morning – I contacted Amazon support. To make a long story short, my item arrived less than three hours later, and was dropped off by a courier driving a car. Not a courier truck, just a little sedan. I’m not exactly sure what happened, Amazon just said I would have my purchase by noon – and I did.
If your company uses its marketing message to make a promise, it is of utmost importance that you do everything possible to remain true to that promise regardless of the circumstances. The circumstances could include a financial dive, overtime or strenuous hours — but it will be worth it to keep that promise. Ultimately, you are what you do, not what you say you’ll do on paper.
Credit to Valerie Brown-Dufour via www.wsiworld.com