Here’s a question for employee communicators: If companies with a laser focus on customer experience can outperform those that don’t, shouldn’t you focus your comms strictly through the experience lens of your customers — your employees?
Organisations have long relied heavily on behavioural data to segment their target markets. But audience segmentation and customer journey planning of the future will demand more from marketers. They’ll need to know who their audience is and what inspires them as individuals.
Customers have the ability to transform all the aspects of your company and make your business better if you carefully listen to the insights they provide. Think about the highly precise and urgent goals and begin with one simple, clear method to collect customer feedback before you expand to the more complex tactics like testing and analytics.
Startup studio Wilbur Labs surveyed more than 150 startup founders for their insights about startup failure. When asked for recommendations to prevent failure, the most common answer (given by 30% of founders) urged startups to do more research prior to launch. The advice founders indicated they would give to other aspiring entrepreneurs reflected that the research should focus on understanding customers and their needs.
The new market reality is that without a creative DX and CX strategy, brands may not survive, and government agencies may lose opportunities to improve lives in the communities they serve.
Culture is not executives talking about high level strategy. Equally, it is not your Brand Book. The language surrounding business strategy and brand management assumes a certain level of business acumen not required of every position in an organization. Strategy and branding are business management tools.
The business landscape has changed drastically over the past year. While companies have come to expect that people’s needs will shift constantly based on changing life situations, the customers of 2021 are remarkably different from their predecessors. Increased online shopping options and new methods for connecting virtually are just a few examples of how technology has altered the ways in which customers live and work.
It seems obvious that happy employees create happy customers. But as the world gets back to work post-pandemic, will organizations be able to keep their employees happy, healthy, and engaged in order to create those great customer experiences?
The typical support “strategy” is to let common issues roll in for your support team to address. But this approach not only overwhelms your team, it also means customers frequently have to wait hours or even days to get the help they need. This is costly not just for your team’s bandwidth and budget – but also for your customers’ satisfaction and overall perception of your brand.
As more and more companies are adopting digital transformation owing to the significant perks it brings, it is important to be structured and goal-oriented about it. Digital transformation is not a destination that can be reached once and for all. Instead, it is an ongoing journey that demands a commitment to adhere to changing marketing dynamics and to adopt any digital disruptors that come across the way.