How the Customer Experience Complements a Marketing Campaign

Marketing is about anticipating the customers’ needs and finding a way to satisfy them. It is more customer-centric than brand-centric. The main aim of running a marketing campaign is to get new customers but it is less expensive to keep existing customers than to gain new customers. A company makes a lot more profit from the loyalty of existing customers. This brings in the element of customer service. The main aim of customer service is to retain your existing clients. Studies attribute bad customer experience as the reason 59% of customers switch brands. At a glance, customer service and marketing may seem two mutually independent fields but in essence, the two have a reciprocal relationship. Customer service relates to the second part of a marketing strategy that is satisfying the customer’s needs. Customer service improves customer acquisition and retention at the same time.

The influence of good customer experience begins during the marketing campaign. When the customer hears about a brand they are already thinking of how the product would benefit them. Customer reviews and testimonials about the selling points of the brand have a powerful effect on the decision. People trust reviews as much as they trust recommendations made by friends and family. One of the main ways to ensure positive reviews is providing the company’s existing customers with good customer service. A part of the content marketing strategy would be to display the resulting positive reviews on both your offsite and onsite promotions.

Any unique forms of customer service should be highlighted as part of a brands marketing strategy. If the company has institutions or processes that differentiate its customer service from the competitors it could have the advantage. Indicate to potential clients the length the company is willing to go to satisfy their needs, for example, stress the 24/7 support on the phone, email or social media. A customer should know that if they go with your brand you are offering a holistic experience. The company can tie content marketing with customer service by adding a FAQ and help section to the information about the brand. Most customers will have almost the same questions when considering the brand so if they can get their questions answered promptly this increases the company’s chances of acquiring them as a client.

On the other hand, data acquired during the marketing campaign can help the brand create a personal experience for each customer. Marketing data gives the brand insight into the customer. It gives the company a cheat sheet on what the customer is looking for and wants. This can help in customer retention. A brand gets 70% more revenue from existing customers than new customers. All the resources funneled to the marketing campaign can still not be wasted if used for customer retention.

Finally, excellent customer service and marketing help create a buzz and the brand can be talked about on social media or other relevant channels. A satisfied customer is one of the greatest tools of marketing. If a brand fuses a great marketing strategy with effective customer service not only can it be guaranteed of lifetime customer loyalty but also a greater return on investment on a marketing campaign.

About the Author: Tyler

Tyler has been a customer service professional working with fortune 500 companies to improve the customer experience for over 5 years.

Reference: https://ichatleads.com/customer-experience-complements-a-marketing-campaign/