Customer Experience is the new King

I recently read an article in Sales and Marketing magazine talking about how “Customer Experience is king” is the new “Content is king”.

Why? And what does it mean?

In a digital world where everything is always available and everything is connected buyers have a multitude of options to consume. And with consuming I mean compare prices, check availabilities, write reviews, purchase and so much more. Not all the options are online, of course.

That’s why it is important to be omnipresent. Or better said, you need an omni-channel marketing and sales approach. You need to be present at every possible touchpoint a customer can have with you. What this means is you need a great customer experience across all these channels not just great content.

Let’s look at an example

For example a buyer wants to purchase a new washing machine. They will most likely go to the shops and get some advice on what suits their needs. Afterwards they are going to hop online on their smartphone on the way home and compare prices online. Finally, they will take some time to make a decision and buy the new washing machine on their laptop in a web store.

As you can see, there’s three touch points already, let alone the customer support when something’s wrong with the machine, the offline advertisement they might have seen that influenced their buying decision or the reviews they read online about the great customer service you provide.

So what’s the answer?

You need to be present across all these channels or you’ll lose customers and just as important, be consistent with the messages you send.

A buyer needs to get consistent and reliable information in store and online, they need a brand to be consistent in messages, tone and approach no matter which channel they interact with you in order to get a seamless and smooth customer experience.

To get your brand aligned you need an aligned and integrated marketing and sales plan, the two need to interact and rely on the same data.


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