IBM

    Customizing customer experience for today’s consumer

    18

    The definition of a positive customer experience is when a brand reacts to customer interactions for the purpose of meeting or exceeding customer expectations so they’re satisfied and keep coming back.

    This isn’t only a good practice most companies have in place, it’s absolutely necessary if you want to keep your business thriving. After all, the modern customer is fickle, savvy and has the entire world wide web at their disposal to research competing companies.

    The best thing organizations can do is develop a thoughtful and intentionally designed experience across channels that corresponds with particular customer segments that go beyond mobile and social media.

    Businesses should learn to provide an end-to-end experience across marketing, sales, and service interactions that requires connecting multiple processes and tools, including spreadsheets, PowerPoint templates, and campaign flows.

    In other words, marketers mustn’t see customer experience in a one-dimensional form, but take in the entire customer experience journey — from awareness to purchase — and make sure it is consistent, timely and personalized for each existing and prospective customer.

    This is a hard pill to swallow for most brands who think they don’t have the right resources or man-power to keep up with each customer. Fortunately, there are five steps marketers can take to design a highly effective customer journey. Listen to this podcast to find out how your business can benefit from a more cohesive customer service experience across multiple channels.

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