The Experience is the Marketing April 12, 2012Posted by David Dirks in business strategy, Marketing Buzz.
Tags: best practices, business growth, business strategy, buzz marketing, David Dirks, differentiation, dirks on strategy, innovation, market differentiation, marketing strategy, small business strategy, strategy
You want a great marketing strategy? Create an incredible customer experience and you’ll have the greatest contributor to new and recurring business you could have. Think about it. Most business owners and managers think of marketing and promoting their business in the context of spending money on advertising. While certainly advertising and other forms of marketing your business are key, creating a superior customer experience is the first worthy marketing investment you can make.
This is often a mistake made by new business start-ups who in the heat of battle forget that the experience they create for their customers is the most impressionable and lasting investments they can make.
And it doesn’t much matter that whether you provide a product or service either. We all know how much Apple pays attention to the user or customer experience. Every detail of the path their customer takes has been designed and engineered to provide a great and positive experience for the Apple customer. And yes, Apple spends plenty on traditional advertising and marketing. But I’m willing to bet that the experience of buying from Apple and then working with their products sells more product than the advertising does.
Do you know of a local business where they have created a customer experience that has the impact to keep you going back time and again?
So, for those businesses that compete on price as their primary “marketing” strategy, take note: price is your race to the bottom.
Here are a few things to consider in developing a “marketing experience” for your business:
- The customer experience begins at the point your prospect or returning customer enters your business – whether through your store or via your website.
- The first few moments of contact and connection to your business are the most critical. First impressions are important and immediate impressions are critical. If the initial impression is negative, you probably have less than a 50% chance of redeeming yourself in front of your customer or prospect.
- Customer experience has to be designed from end-to-end in order to ensure that the experience is engineered from the time they enter your online or offline store/office to the time they leave. End-to-end.
- Layout your customer experience on paper. You need to be able to describe what positive emotions & attributes you want the customer to get impacted by. You have to design a flow of experience that incorporates an impression that can be implanted into the customers brain.
- People within your business provide the most critical impact on a customer. Make sure that everyone is trained to provide the kind of customer experience that will delight. If you’ve been to a place like Disney World, you know what I mean.
- Be flexible and able to adjust your customer experience as you see/hear the reactions from customers. Be willing to test new ways to improve the customer experience. Look for examples of excellent customer experiences outside of your industry.
Creating an exceptional customer experience is not easy. If it was, everyone would be doing it and it’s pretty clear most businesses don’t. A positive customer experience can create customers that stick with you and competitors who can’t follow you.