New Ways to Really Know and Serve Your Customers

February 6, 2012By Nicole Rogers Comments

Let's start focusing on our customers. A lot of times we as marketers tend to concentrate solely on the prospect. But creating highly satisfied customers will often give you repeat business (greater sales) and customer advocacy, which will then transfer to new prospects. Positive WOM aka Word of Mouth is always great for your brand.

"Never before have companies had such powerful technologies for interacting directly with customers, collecting and mining information about them, and tailoring their offerings accordingly. And never before have customers expected to interact so deeply with companies, and each other, to shape the products and services they use…To compete in this aggressively interactive environment, companies must shift their focus from driving transactions to maximizing customer lifetime value. That means making products and brands subservient to long-term customer relationships." --Harvard Business Review

To create lasting relationships with your customers, you need to continuously manage and deliver engaging experiences. A successful CEM strategy is dependent upon various CEM technologies interconnected and seamlessly working together. These include WCM, analytics, CRM, search, marketing automation, email marketing, content targeting, and localization services.

Gilbane discusses that when you combine these, you'll be able to have a 360-degree view of your customer providing them with relevant, personalized and contextual experiences across multiple touchpoints. I invite you to read a new Outsell Gilbane report: Customer Experience Management, the New "New" of Digital Marketing and the Role of Web Content Management. Key takeaways include:

The requirement of a CMS to serve as the digital customer experience hub among the many back- and front-office functions is critical to support the CEM strategy of satisfying the needs of individual customers and leading them to loyal brand advocacy
Central to CEM is: customer centricity and relevance, personalization, contextual- and channelization, interaction consistency, ease of use, and the ability to manage and act on customer intelligence
Tremendous value comes to companies who integrate what they know about their customers with content that appeals and engages them

Take a look at how you can deliver the best customer experiences.

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