How do you create a more meaningful customer experience?
As a professional services firm, customer experience is in part about relationships and how well a marketing consultant listens to the customer’s needs, deciphers it, and executes on providing a solution to a problem.
Competition is rife for all businesses especially due to the impact of COVID. With an increasing number of people unemployed, the marketing profession has especially been affected by lay-offs and changing working conditions.
This has meant that highly qualified marketers are now out in the wilderness trying to find a new way forward.
What this means for marketing firms like Marketing Eye is that they need to be better at managing the customer experience and driving real customer outcomes.
But where does a professional services marketing firm start?
- Map the customer experience: From the very first touchpoint a customer has with your brand through to ‘after-life’ (long after they have left), mapping the experience of the customer is paramount to establishing where the gaps lay and where as a company, you can do better.
- Think of every little touchpoint closely: A customer searches for a solutions provider. In this case a marketing agency. They then find your company on searches. What does your descriptor say? Is it enticing? Does it talk to the customer? If they click, what happens next? What experience does your customer have when they land on your website? How easy is it for them to understand your business?
- Be creative: Think closely at what your brand represents and how you want people to feel when they interact with your brand. Then get creative! Think about how you can make your customer ‘sing your praises’ without ever having to meet you. What do you need to do to ensure that your customer is engaged in your brand?
- Understand the challenges: Why is your prospect coming to your website? What do they need? Why do they need it? What are all the possible challenges they are having in their business that has led to them needing your services? What challenges may they have when interacting with your brand?
- Find solutions: Be the solutions provider you hoped to be by giving your customers solutions, not problems. That means no roadblocks in doing business with your company.
- Happily, ever after: So, you’ve got the client, completed the marketing services that they hired your marketing firm for, then what? A happy customer is your biggest brand ambassador – nurture them. Keep them engaged with your brand long after they have used your service.
Customers are people and need to be treated as such. Quite often we forget that. Find ways your brand can improve the customer experience and ensure that your customer or prospect remembers you long after your first and last point of contact.