That a superior Digital/Omni-channel Experience = better Outcomes seems obvious in this new customer-centric marketing world. But few are doing it.
If you are truly speaking with insight and relevance to your customers, helping them at each stage to mitigate doubts, questions, fears, dollars and cents, guiding them to the best brand for them, then you have created a better outcome.
For the customer, it’s better health. For you, more sales and loyalty.
No longer do we have to sell as much as we have to convince. People — across all categories — hold the control in what they do, how they do it, what they purchase and whether they will re-purchase.
Whatever your business objective — a launch, outsmarting the competition, RM, loyalty, adherence — this approach is a better way to assure competitive advantage.
Customer Experience Planning:
Insight and Data: The first step is the most crucial…a laser-like focus on what we do and don’t know about our customers — and what more we need to learn about them. This starts with a thorough analysis of all customer research and aligning it to a database you might already have and any 3rd party resources. (Often Social Listening or Linguistic analysis are missing.) The end result may require a workshop to reveal the findings, and develop consensus on what they are and what they mean to the business.
Persona or Segment development can be a useful exercise to show the amalgam of research and data and gain focus for the marketing challenge. But we cannot forget, segmentation is an amalgam of humans; the more you load into one Segment, the greater the chance you have created a Segment to broad for the type of meaningful interactions and content you need to create.
Technology/Marketing Automation: This involves a realistic analysis of what your organization or brand has in place for digital or omni-channel marketing. What channels are you using? What assets? What measurement tools? What are the KPI’s and how is your database structured? Is it customer-centric in using Segments or Personas? How deep are your analytics and can you act on them? The output here may be the need to review different marketing automation platforms, or work-around what you currently have.
Experience Planning: The pieces are all lined up; we have the insight, both quantitative and qualitative; we know your organizations opportunities and limitations to apply smart Digital/Multi-channel marketing and how it aligns to your business objectives/KPI’s. Now, the fun part: mapping all this to an actionable plan that uses the customer insights, the internal technology infrastructure, and crafts the Journey we want them to have with us, using the discipline User Experience/Interaction Design.
Last? Measure, measure, measure. Customer Experience Planning is not a wind-it-up and let-it-go process; this requires regular reporting that is actionable and the ability to use what we learn to make the C.E.M increase awareness, acquisition and loyalty.
To apply the Customer Experience Planning methodology, you need to start by embracing 5 beliefs that provide focus and position you for success:
1. Truly adopt customer-centric philosophy: this will differentiate your brand or company in a highly competitive environment. (This is a seismic change and impacts everything.)
2. Apply the formula that starts with all the customer research you have and view it not in a vacuum but in context to the market, media and attitudinal factors.
3. Analyze your current digital and offline communications eco-system. Be merciless in measuring what is working or not.
4. Use a cross-functional Team (designer/UX/Developer) to create the best (not just another me-too) Customer Experiences across all your most important touch points with KPI’s in place for each one.
5. Understand that creating better patient/HCP experiences = better outcomes.
Call or write me to find out how this can positively impact your business goals.