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customer experience

Brand Marketing
Better TipsBusinessManagementMarketing

Why Customer Experience should be your Priority while Marketing your Brand

by Shamsul May 18, 2021

 

Why Customer Experience should be your Priority while Marketing your Brand

 

If you think that after closing a sale your job is almost done then I have news for you, it has just begun. Customer experience development strategy is usually most overlooked while setting the marketing plan of a company. Most companies are so concerned with finding further website traffic, leads, and making further sales calls which is typically the most time-consuming and expensive marketing parts that they end up forgetting to nurture already-existing loyal clients who, if shown any interest, will support back immediately. You should surely see, hear and support your most paying customers. Finding new clients should be your goal but it should not decrease your attention from existing clients. These three reasons will force you to make a customer experience-based strategy as your effective marketing campaign.

Best affordable campaign providing high ROI:

A survey analysis of 1,200 businessmen with ranging businesses of eight industries in nine countries threw light on the full implementation of customer experience-based strategy giving faster and top-line growth along with enhanced brand engagement and repeated purchases.

It does not depend on a certain business class or type, if your current/loyal customers are satisfied with their shopping experience there are high chances of repurchase. This takes place when cross-selling and up-selling become affordable and effortless. It does not require any expensive ad investment or time-taking sales calls.

Many companies have made millions through enhanced focus on customer experience. “Freedom machine” like core value-based true behavior keeps customers in contact with the brand, for generations. Even small companies using similar strategies along with the implementation of reliable shipping, humorous packaging, high-quality product, and many important but less costly techniques keep their customer loyal for long-term relations even if the company is new.

Happy customers make you worry less about competitors:

It’s the era of the internet, everybody, before making a purchase prefers to have a look and online reviews, to see if they are good or bad. One survey concluded that the average consumer checks review for 13 minutes before making a purchase. Positive customer reviews will give more satisfaction to the new buyers while strengthening their idea of purchasing. A negative review can immediately cause a loss of interest in your purchase. Third-party reviews cause more effective than advertising and gain more trust. A satisfied customer is your unpaid brand advocate selling and helps you to go viral.

People discuss their shopping experience with its likes and dislike with their friends, a worthy brand is like a new discovery for them which they usually like to admit most often in their circle. And if there is a great brand following, friends will like to join the conversation, too.

A recent video of a TikToker got viral with 71 million views in which he was enjoying his favorite song “Dreams” and his favorite drink “ocean spray”, in his own vibe. It wasn’t any paid or international promotion but this 30-second video attracted many customers through free marketing. As a result of this video that TikToker “Apodaca” got a truck full of his favorite juice whereas it was also the best streaming week for that song band.

These four actions will help you to create free brand advocates:

Stay consistent with your own goals and customer’s expectations:

What are the expectations of your customers after purchasing from you? In how long, your product is delivered? How long will it take to solve any issue with your product delivered, if any?

 

If your sales are based on sales call then contact your customer very often and stay clear about how often they will get calls from you.  If they get daily calls before purchase and can’t reach you after purchasing, then this is going to be a bad experience for them.

Provide them experience more than just your product:

Providing your customer with their expected product will make them satisfied whereas if they got more than their expectations, it will make them surprised and happy. They will feel loved, valued, and appreciated and in return will appreciate your brand.

Many options include sending them any welcome gift if it’s their first purchase. You can have loyalty cards containing points based on every purchase that can be used as cash after collecting enough. Some brands also send handwritten cards to their customers and it shows a different kind of love token by a brand to their customers. You certainly are not gifting someone a car but any low-cost yet effective and thoughtful thing even like a printed card.

Feedback, Ask for it, Listen to it, Follow it:

If you truly want to serve your customers then improving your business should be a top priority. You can simply ask your customers to provide you with feedback. Accept that feedback wholeheartedly even if it is not positive. Every feedback matters, I repeat “every”. Make adjustments and improve your product accordingly.

Reward loyalty:

Many brands provide incentives to customers who create content with their products, like Apodaca. Simple you can re-share their social media post of your content; it will give them a feeling of appreciation. Do not forget to say a simple thank you or more. Apodaca’s TikTok video re-shared by his favorite music band and it created a contest for others and they tried to follow the trend, thus that song stayed in trend benefiting the band while fans got shout-outs.

When your customer gives you a referral and you provide them with something in exchange, it creates a long-term relationship. One reward will hype them to do more, engage more, and thus they will keep doing great things for your brand with a feeling of being its part. You give them the best experience and they turn into your free brand advocates.

Commit to your customers, they will commit to your brand:

A great customer experience should stay the same throughout their whole journey. Since Apodaca’s video, both brands are still going viral for the very same reason. Many other brands like Harley Davidson are higher than their competitor just by firmly sticking to the brand message. While another shave club is keeping customers around for a long time due to its fun-based grooming videos.

It does not matter, what is your product and on what scale are you dealing with. Just follow these guidelines and better customer experience, it will make your post-sale journey beyond records.

 

Need Help or Advice in Content Management or Marketing Strategy:

Do you want more advice? Do you have good practices to share? Express yourself in the comments.

Do you want any help to write content, drive more traffic, boost conversions, and contact our team?

 

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Workforce Planning
BusinessManagementMarketing

Workforce Planning – How to Maximize Your Potential?

by Shamsul October 20, 2019

 

Workforce planning is a process closely linked to reaching your customer experience targets. This article aims to help you analyze how to adapt it properly to your business.

Contrary to popular belief, workforce planning is not a rigid method with a single concept for all companies adhering to it. On the contrary, for its concrete success, it must be adapted to fit the corporate culture and the customer experience strategy that you develop.

More and more companies are investing in technology to provide a range of access points to the company’s products and services. Customers (current or new) look at the technology footprint of their service providers in a few clicks on the internet and decide by their short assessment whether they will do business with it or not. Hence the importance of defining your targets according to the expectations of your customers is important.

Having made this observation about the industries currently, companies must stand out in both operations and the customer approach. Our article will focus here on the operational side and how to work-out with workforce planning to reach your targets.

Strategic Planning Based On Client Experience:

Is workforce planning done to stick to your customer experience goals? Everything starts at this level.

In workforce planning, you must adapt the realistic communication channels with specific objectives for each. Your objectives must be demanding, realistic and above all systematically targeted.

As we pointed out in our previous article, the basis of your strategic planning must consider the customer experience and workforce planning must be consistent with this strategy.

The key elements that help frame if your PDE approach (workforce planning) is calibrated to the current directions of the company.

Are your customers satisfied with the quality standard while communicating with you? (In-person, phone, email, chat, etc.)

Are your customers happy with your speed of execution across all available channels? (% Abandon, % Response level, Wait time equivalence across all queues/languages, etc.

Are you using the performance indicators to evaluate your business performance related to your customers’ expectations or are they are based on your internal processes?

Are they adequate and relevant? Do you reach them or find it difficult?

Do all the marketing operations are taking place as a team?

These questions define to what level you are able to situate yourself in relation to the industry, whether as a leader or rather inadequacy with the current market. We must aware that the industries do not remain static on these strategies. So the calibration must be done regularly or at least every year. These three questions deserve a lot of feedback from the client-side and weigh that in the balance. Do not forget that customer calibration will help avoid missing critical elements while putting energy in the best places for your business.

 

Validate Your Business Issues:

Another aspect to properly correct your position is to validate if you have issues:

1- Staff retention?

2- Continuous training/coaching of your employees?

3- Recruitment to maintain standards on service delivery?

These key elements are usually a consequence of a protracted problem. Few managers believe that it will help to make a change. When you are unable to achieve the objectives, it is common to withdraw off-line activities. Such as training/coaching/ calibration / … for example by thinking that it will be for a short duration, then the days become weeks, then months, etc.

 

Actions to Be Taken Together For Optimal Positioning

From these contacts and reflections, concrete actions needed to put forward to orchestrate your operations to the expectations of your customers.

Identify whether achieving targets will always be possible at the time of the budget process, taking into account all relevant online and offline activities. If so, stay on the course; otherwise, do not make the mistake of turning a blind eye to this situation.

Adjusting the targets so that you can apply the point 2 to it in an applied way rather than stubbornly maintaining something that will only be a source of frustration for all involved. Your goals must still remain competitive in the industry; otherwise, you may suffer impacts that will be difficult to reverse.

Evaluate the communication channels used and analyze whether savings are possible. By improving the customer experience, by offering other options: self-service, chatting for example.

Avoid reducing everything from internal activities to running a budget. What works on a spreadsheet hardly applies as it is in operations.

Canceling planned activities on an ad hoc basis is a good reflex to have. However, you must ensure that it remains punctual. If you eliminate these activities practically every day, it is necessary to put in place correctives by sustainable actions.

Real Impact on your Staffing Needs:

Know how to identify the real impact on your staffing needs in relation to any rule/constraint you have in place and budget it. These are normal constraints that management took into account when assigning schedules, for example:

Consecutive days off

Rotation evenings or weekends

School or other constraints

Uniformity of the start times of shifts

Fixed breaks

 

Workforce Planning Must Be On a Competitive Advantage

It is, therefore, important to use the PDE tools to your advantage. If you or your key partners in the company stop joining, the consequences could mean a deceleration in growth and sales.

 

Evaluate deviations from objectives and target reasons for non-compliance on a continuous and rigorous basis;

Take concrete actions to remedy the situation as quickly as possible;

Establish sub-objectives in all aspects of operations that will more concretely equip those involved in achieving the objectives of commitment to your clientele;

Read about the performance of your sector and confirm if adjustments or training needed to become successful;

Are all your requests or transactions going through an agent are absolutely necessary to trad as well? Could it be lightened through self-service or other automated channels without affecting the customer experience?

Keep in mind that revising these goals is essential and healthy for the organization. It’s not a failure, quite the contrary. What is likely to remain a thorn in your operations is precisely not to revise your objectives in time in relation to the technical and human capacity that you will have in time.

By these adjustments, of course, you will be able to guarantee a common implication to the objectives. More so, a structure in workforce planning that will be able to maintain the course towards the optimization of your results!!!

A business strategy is based on the customer experience we want to offer and to reach our targets, we must consider workforce planning as a stakeholder in this equation.

For a customer experience that lives up to your expectations, consider workforce planning as a business partner.

 

 

October 20, 2019 0 comment
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