Why customer-first marketing is the answer to the unpredictable future that awaits us

Communication and interaction with customers have never been more important. Trust, empathy, credibility – customers attach even more importance to it in the new reality that COVID-19 suddenly created. That is why it is crucial that the customer service and marketing teams are as compatible as possible. Because by connecting with each other, these teams can strengthen each other by providing the consistent and valuable experiences that customers are looking for. A plea for customer-first marketing.

Customer first, channel second
Consumers nowadays pay more attention to digital messages. The number of e-mails sent in March 2020 increased by 19% compared to January 2020. This is precisely why now is the time to invest in a good and appropriate customer strategy. Customer-first marketing is the answer to the unpredictable future that awaits us.

Instead of starting with the product or communication channel, this strategy focuses on individual consumers. With customer-first marketing, marketers implement engagement strategies based on trust and empathy, to ensure that every form of communication is relevant and responsive to previous contacts.

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Trust prevails
In these uncertain times, consumers are moving towards brands they trust. Therefore, communicate your brand mission honestly and transparently. Give priority to building lasting relationships over direct transaction value. Communicate company policies and practices in understandable language. And always respect the latest privacy laws to protect consumers and their data.

Empathy strengthens ties. Put yourself in the shoes of consumers, so you understand what drives and motivates them. It ensures that you respect their actions, feel their needs and can guarantee long-term loyalty. It shows that you understand the situation, even at a time when consumers are delaying major purchases and are being stricter on their spending.

With more and more households facing financial insecurity, companies are showing empathy by making crisis-friendly adjustments to financing. Other companies are demonstrating their social responsibility by producing scarce items such as disinfectant gel and mouth masks.

Be relevant and keep the conversation going
Relevance is a relationship accelerator. Customer journeys have made way for a much more complex process. This can best be described as a series of micro-moments: opportunities for marketers to communicate with consumers in real-time context, such as when searching for product information on their computer or scrolling through a news feed on their phone. Location, channel, mindset, recent activities, current environment; these elements form the consumer’s micro-moment. Smart marketers respond to this with highly targeted communication.

Relevance is a relationship accelerator. Customer journeys have made way for a much more complex process
Every interaction a customer has with your company is part of an ongoing conversation; it has to be consistent and connected. This applies especially to customer service. Customer care agents are inundated with requests during crisis situations. Just think of the storm of questions that airlines and hotels have had to deal with and will have to deal with. Now that everyone stays at home more often, people are also calling more often to order online or for relevant questions.

Communication and customer service are therefore becoming increasingly prominent and important. Every contact is part(s) of the larger conversation. Real-time insight into what a customer has received and their commitment to a brand ensures that many requests can be answered within minutes by a customer service representative, who provides fast and adequate service greatly enhances the customer experience. https://hungryforholiday.com

Customer first care
A consumer’s experience of customer service has a huge impact on their perception of a brand – it can make or break the relationship with a company. This is precisely why it is crucial that marketing and customer care exchange important information. The care team needs to know what marketing is doing and how to send feedback back to the marketing teams so that they in turn can provide a better experience.

A consumer’s experience of customer care has an enormous impact on their perception of a brand.
Marketing data must be available to call centre staff. This will provide them with relevant information that will help them gain confidence and make personalised offers.

A consumer’s experience of customer service has a huge impact on their perception of a brand.
Marketing data must be available to call centre staff. This will provide them with relevant information that will help them gain confidence and make personalised offers. Marketing and customer service can take the lead in this: marketers benefit by listening to and understanding the healthcare team and vice versa.

Small steps, big differences
You don’t have to make major changes within your organisation to quickly experience the benefits. Start with pilot programmes, small investments in technologies and targeted teams trying out new approaches to quickly find profits. These can then be rolled out on a broader scale.

The result is increased customer satisfaction on the customer care team side and a better understanding of customer needs on the marketing side. Ultimately, customer-first marketing brings the departments within a company closer together to be able to focus on the customer, in any situation.

Gepubliceerd door Tom Cosyns Seobureau.be