Marketing is like exercise. It needs to be consistent, long-term, and should produce results. For exercise we all have different results in mind, but marketing should be focused on one thing: producing a better customer experience. Results like increased sales, significant revenue and ROI are essential, but take this thinking little further and look at it from the other side. Look at it from the perspective of a consistent customer experience that is made up of consistent interactions with a brand and the brand’s marketing. For the customer, this is good. Very good. If it is good for the customer, then typically it is good for the brand.
A brand that has on-again, off-again, disjointed and sporadic marketing efforts will miss out on the virtues of consistency and the benefits that come along for the ride. This will create a broken customer experience. For the customer, this is not good. This in turn impacts the brand.
I find that it is often helpful to look at customer experience from a different lens that puts a theory or thought into a real world scenario. In this case, take a brand’s marketing approach and place it into the context of your personal wellness régime. Your regime will have poor results if you approach it with a series of inconsistent, non-related one-offs. For example, if you skip going to the gym this week, have a shake with lunch, get fries in place of a salad, drink beer rather than going running, you will find that your fitness goes down while your weight goes up, producing negative wellness. The same is with marketing and how it is interpreted by the customer. If it is sporadic and not tied together it ends up producing a broken customer experience that is not effective in achieving the end goal of high customer engagement and a satisfying customer experience.
This is a simple idea, yet often tough to deliver on. The first step is to put down that French fry, get off the couch and get your customer experience groove on.
A brand that has on-again, off-again, disjointed and sporadic marketing efforts will miss out on the virtues of consistency and the benefits that come along for the ride. This will create a broken customer experience. For the customer, this is not good. This in turn impacts the brand.
I find that it is often helpful to look at customer experience from a different lens that puts a theory or thought into a real world scenario. In this case, take a brand’s marketing approach and place it into the context of your personal wellness régime. Your regime will have poor results if you approach it with a series of inconsistent, non-related one-offs. For example, if you skip going to the gym this week, have a shake with lunch, get fries in place of a salad, drink beer rather than going running, you will find that your fitness goes down while your weight goes up, producing negative wellness. The same is with marketing and how it is interpreted by the customer. If it is sporadic and not tied together it ends up producing a broken customer experience that is not effective in achieving the end goal of high customer engagement and a satisfying customer experience.
This is a simple idea, yet often tough to deliver on. The first step is to put down that French fry, get off the couch and get your customer experience groove on.
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