20 Smart Steps to CX Success in 2020

No matter how much planning you’ve done to prepare for a great 2020, this clever, thought-provoking list on Martech Advisor is sure to awaken your creativity – and reawaken your enthusiasm. As you read it, you’ll probably recognize some things you’re already trying and almost certainly discover new ideas you’ll want to try.

As you gear up to deliver the best CX your customers’ have ever imagined, reach out to us at Skybridge Americas. We would love to learn about your business goals and how we can help you achieve them!

20 Ingenious Ideas to Transform Customer Experience (CX) in 2020

-Indrajeet Deshpande

The customer journey is no longer confined to the process of completing a transaction. It spans the journey from the moment when a prospect hears about your brand until they become your customer and it goes well beyond that.

Customer experience (CX) is an intangible that sets your brand apart from the competition. As we head into 2020, here are 20 clever ideas to help you transform your CX and stand out.

CONTENT THAT CONNECTS: WHY INFLUENCER MARKETING IS THE FUTURE OF GEN Z ENGAGEMENT

Gen Z is a business opportunity you can’t afford to miss. As 40% of the population commanding upwards of $40 billion in spending power, modern marketers need to build compelling strategies to engage with Gen Z.

1. Do What David Ogilvy Would.
In 1957, David Ogilvy wrote a headline for Rolls-Royce that boosted their car sales by 50%. After three weeks of research, David Ogilvy proposed the iconic headline that simply read, “At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock.”

If you want to deliver a memorable CX, speak the language of your buyers. Learn how your buyers phrase their problems and use this information to formulate your product and messaging. This is what David Ogilvy did and recommended: “I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.”

2. Depict the Hero’s Journey.

The hero’s journey is an effective storytelling technique, popularized by Joseph Campbell, an American Professor of Literature. It is a series of 17 stages that the hero goes through to emerge victorious. So, how can you use the hero’s journey to deliver amazing CX? Make your customer the protagonist of the story.

Here’s a succinct four-step framework on how businesses can use the hero’s journey and the attention, interest, desire, and action (AIDA) model:

  • The call to adventure/awareness
    In this stage, the buyer identifies a problem/pain area, or are tired of following the status quo. They, therefore, start looking for new ways to do their job effectively.
  • Meeting the mentor/interest
    This is where you step in, and your aim is to help your buyers accomplish their goals efficiently, ideally through content. The term content is used loosely here, and it could mean anything that you offer that helps them do their job better. Your objective should be to make them think, “This brand knows what I’m looking for!”
  • The road of trials/desire
    The buyer is evaluating various alternatives available while developing a strong inclination toward your company. They might even buy another product only to realize they need what you have.
  • The ultimate boon/action
    The customer achieves their goal by using your products/services. While using this framework to tell stories, you can also develop compelling social proofs using the hero’s journey.

3. Create a Memorable Brand Experience.
Let’s look at an example from music. Beethoven’s 5th symphony is a distinguishable piece of classical music for its memorable four-note motif.

Beethoven’s 5th Symphony Has a Distinct Four-Note Intro
Great songs have hooks that grab attention. Memorable guitar solos are the ones that you can effortlessly hum. In the same way, people remember events that appeal to them emotionally. To make your brand memorable, make people associate the brand with an emotion. Here is how you can do it:

  • Compose the message: How would you like your audience to perceive you? If you’re an e-commerce store that lets people customize your products, make sure that you convey it in your messaging.
  • Amplify your message: Share your message across crucial touchpoints such as email, social media, and ads.
  • Give them something memorable: When people buy from you, offer them a unique experience or free merchandise that they’ll associate with your brand. It could be as simple as giving a customized bookmark when people buy a book.

4. Value User Feedback.
Customer listening is an essential component of customer service and experience. Customer listening follows two approaches:

  • The inbound approach: Emails, social media queries, complaints, support tickets, etc.
  • The outbound approach: Surveys, polls, net promoter survey (NPS), etc.
  • Practice social listening to know what people say about you on social media.

You’ll get plenty of suggestions related to product/service improvement through these approaches. Although it won’t be feasible to work on every suggestion that comes your way, make it a point to respond to each query. It’s not about implementing every suggestion but letting your customers know that you value their opinion.

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-Bobby Matthews

Senior Vice President, Sales and Marketing
Skybridge Americas
bmatthews@skybridgeamericas.com

 


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