The customer experience (CX) drives success or failure in retail, but who should claim responsibility for something so important? In most organizations, it’s the marketing department, according to research from Gartner.
https://www.forbes.com/sites/steveolenski/2018/08/31/does-your-cmo-have-the-necessary-tools-to-perfect-the-customer-experience/#1894bd0a2e3f/
In this highly competitive environment, how can you optimize your people-based marketing? People-based marketing is only as powerful as the data you feed into it. By fleshing out your consumer profiles with a wealth of first-, second-, and third-party data, you can ensure more accurate targeting and personalization. Marketers often leverage their CRM or loyalty database to build people-based marketing profiles, however many have now also begun to tap into one of the richest sources of first-party data — the voice of the customer captured through their phone calls to businesses. Below we’ll discuss how using voice analytics from your inbound calls can enhance your people-based marketing.
https://www.business2community.com/marketing/how-brands-and-agencies-can-use-the-voice-of-the-customer-to-improve-people-based-marketing-02104904/
Sales cure everything. But what if I were to tell you that sales have very little to do with customers? What if I were to tell you that strategies like designing buyer personas and marketing to them aren’t about customers or their journeys, but you? It's true. What I’m about to share with you will change the way you look at customers and marketing forever.
https://www.forbes.com/sites/forbesagencycouncil/2018/08/01/the-customer-is-always-last-looking-at-marketing-from-a-different-perspective/#46cc77ca4bdd/
The stakes for digital have never been higher, and neither has the pressure on marketers and agencies to optimize campaign performance to win the most customers at the lowest costs. As costs rise, every conversion counts — especially those that lead to appointments, sales opportunities, and revenue. And for mobile advertising, that conversion is often a call. When consumers run searches and engage with digital ads, emails, and website content on their smartphones, it’s easier and more natural to call the business rather than fill out a form on their small screens and wait for the business to call them.
Inbound calls are often the most valuable leads — callers convert to customers on average 10x–15x more than online conversions. Someone who calls a business usually has higher purchasing intent and is further along in the customer journey than someone who fills out a web form. Plus, a caller is a live lead that businesses can close and upsell right away.
Below are 3 examples of how you can use voice analytics to capture valuable marketing insights and, in turn, optimize the performance of your digital advertising campaigns.
https://www.business2community.com/marketing/how-marketers-can-leverage-voice-analytics-to-optimize-roi-02097617/
Everybody is talking about customer experience (CX), but like many other hot industry terms, it can mean different things to different people. I like the Wikipedia definition: “Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences during their experience.”
Marketing definitely has a significant role in supporting each of these components. But the old adage that marketing gets the customer and customer service keeps the customer is overstated. A reputation for great service can help the company get customers and marketing has an important role in keeping them.
http://customerthink.com/7-ways-marketing-can-boost-your-cx-performance/
In superior/subordinate relationships, subordinates often develop negative feelings over time. Part of that is natural -- as with the persnickety teens above -- as we attempt to assert our individuality. Part of it may be the result of poor prior experiences with authority. Part of it may owe to emotional immaturity and inappropriate reactions to having one's ideas challenged. In any event, most of us can recall a time when our own issues caused us to push back against the advice or orders of others. In a CRM context, that tendency can directly endanger efforts to improve sales, support and marketing.
https://www.crmbuyer.com/story/85423.html/
Voice of the Customer (VoC) programs have become a strategic asset for the most forward thinking and customer-centric CEOs, CMOs and customer experience leaders. In fact, in the most recent Best Practices of the Best Marketers Research Report, Chief Marketing Officers whose performance ranked them in the top quartile used VoC programs a whopping 48% more often than their lower performing peers.
It’s been my experience that most companies think they know what their customers’ want—and more often than not they are either partially correct or incomplete. Either scenario results with a cascading effect that degrades product R&D, marketing communications, sales effectiveness, services delivery and customer experience (CX) objectives. The negative financial impact incurred in any one of these areas is a significant hidden loss than goes unrecognized by most business leaders.
http://www.crmsearch.com/voc.php/
Marketers are too obsessed with their Net Promoter Score. They’re not seeking feedback for improvement, they’re trying to hit a KPI.
But unsolicited feedback is where the good stuff happens.
One of my most successful strategies used old Facebook comments from customers enquiring about a discontinued product. The client had previously dismissed them with a generic apology.
https://mumbrella.com.au/marketers-should-stop-asking-for-feedback-and-start-listening-to-it-526697/
For new business owners, establishing brand awareness, launching new products and standing apart from competition is no easy task. Marketers at emerging brands are inherently time poor and often operate on shoestring budgets, so breaking into crowded markets and reaching consumers is a considerable challenge. Hiring marketing staff or third-party advertising agencies is an expensive investment and a luxury for most SMBs, so how can new brands make a big splash given their limited bandwidth and resources?
http://multichannelmerchant.com/blog/5-ways-new-brands-can-use-the-voice-of-the-customer/
The chief marketing officer has become one of the most important, and indeed, influential, executives in the C-suite.
CMOs uniquely represent the voice of the customer, the deep understanding of whom is critical to business success today. Meanwhile, the CMO role’s scope and complexity is much broader than it has ever been.
https://www.forbes.com/sites/jenniferrooney/2018/06/21/the-worlds-most-influential-cmos-2018/#1f32ca491e66/
