Not long ago, if a person wanted to detach as a customer of a service provider, it was usually due to the price of products and services. Today, customers change providers when they are not happy with the customer service.
Also, new, innovative technology companies are coming into play attracting customers because they’re offering more relevant products and services, along with a seamless customer experience. Service is important in shaping the customer experience, and it’s often overlooked from a marketing perspective. Customers don’t want to be blasted with campaign-based messages to buy products and services that aren’t relevant to them. They aren’t waiting for you to come up with the campaign, offer or rebate – they want to be the center of the conversation now.
Inbound marketing offers great opportunities to deliver more relevant customer interactions. But, without the proper customer experience management solution in place, you’ll be unable to make an impact with your inbound interactions – you won’t know enough about these targets to provide a relevant and timely customer experience. When you don’t understand your customers, you won’t be able to have impactful inbound programs. You’ll be:
- Unable to serve messages that have any relevancy to the visitor at the other end, leaving the customer with a disappointing experience
- Losing valuable cross-sell/upsell and churn prevention opportunities by not taking advantage of each inbound interaction
- Wasting time and money. Marketing has come a long way—why use old tactics that don’t have any relation to delivering better customer experiences?
Relevancy is key to transitioning to smarter marketing. However, you might not truly understand your customers enough to shift effectively. And, without knowing your customers, it’s going to be difficult to properly target them with the right messages and offers, at the right time, to drive greater responses, revenues and expand vital relationships. It’s time to move towards more personalized interactions that take your customers’ recent and historical needs, wants and problems into consideration. Relevant inbound interaction requires continuously updated customer profiles that take into account the inbound interaction insights as the interaction takes place.
How does your brand ensure real results from inbound marketing?
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