Marketing is both expanding and evolving as consumers continue to place a higher value on the experience they have with a company. We are creating more experience design strategies than ever and executing experience design patterns across digital channels. These responsibilities often include:
Surveys, outreach, analytics, demographics… Marketing teams use all of their tools to gain a thorough understanding of their customer’s experience. Marketers segment the audience along measurable lines, track KPIs and more to determine gaps and opportunities to improve the customer experience.
Like much of the work we do, we must repeat this process to benchmark success and create a platform for pushing forward once more.
Aligning experience design strategy with immediate business goals
Drawing connections between business strategy and experience design can help a marketing team focus their efforts on the most meaningful opportunities.
Alignment requires a clear vision of how the business makes money: products and services, market trends, and competition. We always invest the time to learn the language specific to a company and its operations. This can be a difficult undertaking but it will almost always improve marketing outcomes.
Executing experience design strategies through digital and physical experiences
Customers have come to expect high-quality experiences across every point of engagement. This means marketers must adopt an experience design strategy and deploy it consistently, across the many touch points they develop.
In our case, we also help coordinate this effort across marketing channels.
Coordinating customer service and sales support channels
Support systems have never been more critical to the overall customer experience. If you can navigate the increasingly crowded waters and find the right toolset for your company the technology has the potential to make a significant impact on customer satisfaction.
New services allow both sales and support teams to access a complete engagement history when speaking or chatting with a customer. Integration with a CRM is essential for optimizing your workflows. The additional context provided to support personnel means disputes are resolved easier and sales are closed faster than ever.
For many companies, a customer relationship strategy may be necessary to identify the tools and services that best meet your goals.
Methods of traditional marketing include print advertisements, newsletters, billboards, flyers and newspaper ads. Yes, marketers still have to maintain some of these long-serving tools that have been in use for years or have a proven success rate.