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The customer experience game is changing

Posted by suzanne.rolfe | 12 March

With constant innovations in technology, new revelations in big-data, changes in consumer sentiment and market conditions, the way customers experience products and services is constantly changing.

Seen as a competitive differentiator, many will look at ‘the customer experience’ as a one-time event such as when a customer is in-store or is interacting online, but the reality is that the  customer experience is essentially everything to do with how customers engage with not only products and services, but the brand. It encompasses all interactions, so how is it changing? 

•Content. 54% of consumers would consider no longer shopping at a retailer that that didn’t offer personalized, relevant content.* Retailers are seeing big changes in the way they can enhance the customer experience by delivering valuable content, to the right people, in the right place. Offering location specific offers, comparative product information and in-store rewards all enhance the customer experience, simultaneously increasing sales, engagement and loyalty. 

•Technology. 57% of consumers are more likely to engage with location-based advertising. The surge in mobile use and the introduction of wearable technology has allowed for brands to use location-specific technologies to target customers at their most influential point - both in terms of location and timing.** This technology  including iBeacon targeting, geo tracking and other proximity marketing technologies, is changing the way content can be delivered. 

•Big Data. Big data is altering  the way marketers understand how customers experience, revealing insights into their tastes, objectives and overall journey. Not only does it include data from digital channels but conversations on social, transactional data such as credit card info, browsing and search history, and data collected by GPS technology.*** Big data helps marketers see, and treat customers as individuals (that is if it is used effectively and the collecting and analyzing is done in a way to find actionable insights). The objective is to manage the data in a way  that will drive the development of personalized and valuable brand experiences. Big data can enhance the value of the relationship between the brand and customer, a key driver of enhancing the customer experience and keeping up with changes. 

Customers are looking for the best experiences, the ones that offer the most value to them and their lives. Brands need to be on top of changes, as well as accepting the customer experience as a long term, all encompassing way to differentiate from competitors. Changes and innovations in content, technology and big data particularly, can be used together, to ensure the best customer experience possible. 

 

*Adweek - Content Marketing Trends

** Bandt- Direct Marketing

*** MarketingProfs- Know Thy Customer