Customer experience marketing is the strategy of focusing marketing efforts on the customer and improving how they experience your product or services.
The idea is simple: if people love your product, they’ll become your biggest promoters. If you delight your customers, they’ll recommend you to their friends, family, and colleagues. Over time, this leads to long-term benefits for your business in the form of brand loyalty, higher retention, and improved revenue.
Why is Customer Experience Part of Marketing?
The simple answer is because the customer journey has evolved.
People are more actively conducting research before making a purchase. Specifically, they rely on valuable social proof in the form of online reviews and social media reviews to determine if you are worth the investment. According to customer reviews data, over 92% of consumers use reviews to guide their purchasing decisions.
In other words, there’s no reason to rely on what a business says about its product when you can just see what customers are actually saying, and you’ll find that those who have plenty of happy customers tend to keep them around for future purchases. Customer reviews research shows that 62% of people in the 18-34 age range trust a brand because of its good ratings and reviews.
Once you look at a company that does customer experience marketing well, the difference is obvious. Companies that delight customers gain advocates.
How to Build a Customer Experience Marketing Strategy
In order to successfully drive engagement, your marketing strategy must be customer-centric and work in tandem with a customer experience that meets and even exceeds expectations. Doing so is not easy and takes time, but it can yield benefits in the long run.
This long-term strategy is centered around customer feedback. Specifically, you will need to utilize, engage, and actively seek feedback to cultivate a plan that uses your customers as your best promoters.
Customer Experience Marketing Step 1: Monitor and Manage Reviews
It’s important to have a system in place to track online reviews. Doing so means that you have clear visibility on the current state of your customer experience. This also lets you easily thank those who enjoyed their time with your brand while giving you the ability to quickly react to those who had a less-than-ideal experience.
Keeping track of your reviews can be difficult especially if you have plenty of customers and manage multiple listings across various business review sites. With the right reputation management software in hand, you can save valuable time and resources and make review monitoring as easy as possible.
Customer Experience Marketing Step 2: Respond to Reviews
A great way to engage with customers is to listen to what they are saying about your company and respond to their review. It might be easy to say “thank you” after a happy review, but you should personalize the response to show that you highly value their time and money.
It’s also important to learn how to respond to negative reviews. Be quick about responding to their complaints and find ways to professionally address and resolve their issues. This alone puts you above and other brands that don’t engage with their reviews (only 36.7% of people get a response from a business for their customer reviews). Taking the time to address the concerns of those who did not like their experience with you is the first step to convincing customers to give you a second chance.
Customer Experience Marketing Step 3: Implement Changes Based on Reviews
When reading reviews, you can employ sentiment analysis to find specific traits or pain points in the review that made customers like or dislike their experience. In some cases, these are not easily visible in the review, which makes it all the more worthwhile to invest in a review platform with the feature.
Analyzing these specific keywords and phrases in reviews can reveal the vital issue about your customer experience. Is there something that you could change about the service at your business locations? Are customers at your banks feel like they are being sold something every time they come in, or maybe the soup at your restaurant is too salty?
With sentiment analysis you can notice similar trends across multiple reviews, which can be the catalyst for changes and improvement internally and for the customer experience.
Customer Experience Marketing Step 4: Show Off Your Reviews
The most vital part of a customer experience marketing strategy is showcasing your reviews. By making it easy for people to find reviews about your brand, you make it easier for them to make that purchase decision.
Aside from your online listings, you can also share reviews on social media or use tools like ReviewTrackers’ Amplify feature to feature reviews throughout your website. If people are using reviews to justify a purchase, you need to reduce the friction and make it as easy as possible for them to see the social proof they need to convert to your brand.
The Power of Customer Experience Marketing
There is a great advantage to customer experience marketing. Customers’ high expectations on their experiences and interactions with businesses give your marketing team a chance to create real, engaging, and meaningful relationships with customers. At the same time, you can use these opportunities to convince new consumers to give you a shot and gain a chance to turn a one-time visitor into a loyal fan of your brand.