Experience marketing is emerging as a new recipe for business success. Companies today face the challenge of creating exceptional customer service. For what purpose? To increase brand awareness, ensure customer loyalty and ultimately increase profits. Empirical marketing engages all five of people's senses to do so and evokes emotions that create lasting memories. These, in turn, have been shown to drive brand loyalty.
What is Experience Marketing?
A brand loyal customer is one that is less likely to join the competition. Moreover, having a loyal customer is more profitable for a company than acquiring a new one for several reasons. One is that a loyal customer is less price sensitive. Secondly, it spends more in the company, and third - its operating costs are lower.
Indicator Customer Lifetime Value I'm not lying. And customer loyalty, on the other hand, is nothing more than an amazing brand experience. So it's no surprise that experience marketing is there to make your experiences as good as possible.
Experience Marketing refers to the entire customer experience, which can be done offline or on the web. It is present at all stages of the consumer's journey and covers everything communication channels. Well-designed makes every brand touch memorable - in a positive sense, of course. Experience Marketing is a strategy for focusing your marketing efforts on your customers and improving the way they perceive your product or service. The idea is simple: if people love your product, they will become your biggest promoters. If you delight your customers, they will recommend you to their friends, family and colleagues - extra referral marketing you won't need it! Over time, caring for a great customer experience with your brand leads to long-term benefits for your business. What kind? Brand loyalty, higher retention and better revenues.
Do you care for your customers' experiences properly?
Improve customer experience and increase profits!
Why has customer experience become part of marketing?
The answer is simple: the customer journey has evolved. People are more active searching for information before making a purchase. In particular, they rely on valuable social evidence in the form of online reviews and social media reviews. Why are they doing this? To determine if an investment is worth the money.
According to research, over 92% consumers are guided by the views of others when making purchasing decisions. In other words, they see no reason to rely on what a company says about their product when they can see what customers are saying.
You will quickly find out that those companies that have many satisfied customers can usually count on their loyalty, expressed in repeat purchases. Customer surveys show that the 62% of 18-34 year olds trust the brand because of its good ratings and reviews. If you look at a company that is good at experience marketing, the difference is obvious. Those that delight customers gain true followers and brand followers.
Experience marketing - examples of increasing customer engagement
Experience marketing involves creating a closer bond between the consumer and the brand by immersing them in an unforgettable experience. If a brand event evokes genuine positive emotions in people, then they are more likely to associate those emotions with the brand. Which is more effective than simply showing them an ad on e.g. Facebook.
To effectively increase engagement, your marketing strategy must be customer-oriented and interact with a customer service that meets and exceeds their expectations. It is not easy and takes time, but it can be beneficial in the long run. This long-term strategy focuses on customer feedback. In particular, you will need to take advantage of, get involved and actively seek feedback. This is the basis of the plan, according to which your customers will become your best promoters. How to do it? There are two main points to consider.
First, monitor and manage reviews. Keeping track of opinions and comments as they appear on the web is very important. You need to have clear insight into the current mood of your customers. By knowing what they are posting, you can thank those who shared information about your brand. At the same time, you have the ability to react quickly to those whose impressions were not the best. Experience marketing is proactive marketing. A great way to connect with your customers is to listen to their opinions about your business and respond. It's easy to comment on favorable reviews with a simple "thank you." However, you should personalize your response to show that you value the customer's time and money very much.
It's also important to learn to respond to negative comments. Do it efficiently and find ways to solve problems professionally. That alone puts you ahead of other brands that don't get involved - only 36.7% people get a response from the company to your feedback. Taking the time to tackle the problems of those who didn't like their experience with your brand is the first step to persuading your customers to give it a second chance.
How to use customer feedback in experience marketing?
By reading customer comments, you can analyze the sentiment, looking for specific traits or problems that made the customer experience positive or negative. Analyzing specific keywords and phrases that appear in statements can reveal a significant customer service issue.
Is there anything you could change in the area of customer after-sales service? Do clients in your banks have the impression that something is being sold on them every time? Or maybe the dishes in your restaurant are notoriously lukewarm, not hot? Thanks to the analysis of sentiment, you can see similar trends that are repeated in many reviews. Identifying them can be a catalyst for changes and improvements in the company and affect better customer experience. At last reputation management it is also one of the priorities.
Experience Marketing is a strategy where you present to the world the best opinions about your business from your customers. By making it easier for others to find an opinion about your brand, you make it easier for them to make a purchasing decision. Now that you know people are using reviews to justify their purchase, take advantage of that. You need to minimize their objections and make it as easy as possible for them to read the social evidence they need to become your clients.
How does experience marketing affect customers?
Brands benefit every time they make their customers happy. Experience-based marketing gives consumers the well-being they need to cultivate true brand loyalty. Experience marketing is a recipe for creating brand fighters who spread information about their favorite companies and products. The most rewarding benefit of this strategy is the way it leads to word of mouth marketing. Research by Google, Ogilvy and McKinsey shows that consumers are more driven by word of mouth when making their purchasing decisions than by what they see in the press, television or on brand websites. Therefore, experience marketing is one of the best ways to gain a competitive advantage by directing your marketing efforts to build strong relationships with your customers.