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Customer Experience Especially Exciting To Marketers

February 12, 2014

Customer Experience Especially Exciting To Marketers

The concept of customer experience – how clients interact with your business in all phases of marketing, sales, purchasing and other business operations – has become especially popular since 2013.

Increased focus on the topic as a way for companies to differentiate themselves as well as increase sales volume makes it an important component of a current go to market strategy. The concept goes beyond simply attracting business by offering especially low prices or a basic customer service structure. The effective promotion and execution of a customer experience strategy can drive business success and put your sales teams in a position to succeed.

Econsultancy recently released its digital trends briefing for 2014 and noted that customer experience is the business trend that most encourages marketers. Customer experience is listed as a priority for both business-to-business and business-to-community companies.

Employee skills must include empathy, concern
For companies to stand out in the current atmosphere where clients are being valued so highly, all staff members need to have the ability to positively interact with patrons. Forbes points out thatquick and caring responses are becoming the norm. Organizations that can provide such experiences on multiple levels can put themselves in a position to stand out and excel.

Although much of your company’s profits may be generated by the use of inside sales techniques, leading to limited face-to-face client connections, maintaining a positive atmosphere is still important. Managers should help their sales teams work at developing relationships as well as closing deals and offering a wider range of products or services. Training on new offerings should be paired with instruction on warm and empathetic communication to maximize the customer experience. Dealing with dissatisfied or disaffected patrons should also be addressed.

Mobile offerings are popular as well
Effective mobile marketing is another important concept championed by marketers. Because the use of smartphones and tablets is likely to increase as time progresses, businesses should have strategies for utilizing such channels geared toward short- and long-term results. Marketing through portable devices is currently more common for organizations that sell to individual consumers. However, the use of Internet-connected devices may also become prevalent in the industrial and B2B sectors.

Incorporating customer experience into mobile platforms – the marriage of two trending topics – is another aspect that businesses may be exploring as 2014 continues. Weaving sales strategies together with these concepts can help companies produce an especially useful marketing plan.