John Beasley, Technical Director at Washington Direct Mail, says: “When marketing, businesses are too heavily focussed on the products and services they want to promote, that they unintentionally neglect the most crucial point of their campaign – the customers. Therefore, businesses that are failing to hit their audience need to create an effective customer service strategy to truly understand their audience and communicate them in the most effective way possible.

With this in mind, John discusses how exactly businesses can create an effective customer experience strategy?  

Businesses need to know their customers

The first place to start is the obvious, that many businesses are failing or neglecting to understand. They need to conduct in-depth research on their customers and understand who they are, where they are, their interests, buying habits and how they’ve interacted with the business.

Personalisation

Once they’ve conducted the research, businesses should be able to understand the customer enough to create personas that their team can base their marketing efforts around, such as personalising their messaging to become more meaningful and engaging with the identified personas.

This is to be expected by customers, especially if they’ve already engaged with the business before. They also expect the messaging to align with their wants and needs that will encourage them to interact with the business. 

Define Pledges

Customers pay more attention to brands that have similar views to themselves, so if the business for example pledges to become greener and more sustainable, than they can demonstrate this within their messaging and connect with customers with similar views. More than half of customers claim they’d rather engage with brands that advocate sustainability. 

Beasley says: Making promises and commitments such as ESG is important for connecting with customers with these views. The messaging the brand creates, can then be passed on through and displayed by their customers using the product or service throughout their day to day lives. This converts customers to become loyal as your brand will become the go to for such products and services that help them express their greener views. 

No customer left behind

The whereabouts of customers matters to businesses as well to be able to reaching them. Beasley says: “the growth of technology and social media platforms, have caused businesses to develop more versatile marketing efforts to reach audiences across multiple channels and social media platforms, and while it is important to be flexible to maximise your reach across online platforms, there’s still room to utilise more traditional methods direct mail services to target those living with technology deficits.

All the above can help you create an effective customer experience strategy that will help businesses acknowledge who their customers are, where they are, their habits and motivations. This will ultimately help businesses to strategise their marketing efforts to be effective and reach out to all the right customers, across the online and offline platforms that will result in a better ROI. 

Source

https://www.statista.com/statistics/265267/digital-advertising-revenue-in-the-uk/

https://www.thedrum.com/opinion/2024/01/12/tackling-ad-waste-how-2024-all-about-quality-over-quantity

https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization  

https://www.wdmonline.co.uk/services/print/

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