How CMOs can Enhance Customer Experience Strategy

    How CMOs can Enhance Customer Experience Strategy-01

    With customer experience (CX) taking the center-stage in driving businesses, CMOs should double their efforts to enhance their CX strategy.

    Surviving and potentially thriving in today’s B2B marketplace requires brands to elevate and strengthen their customer experience. Not only does this enable them to provide their customers an intuitive experience but also to reap the financial rewards. In fact, as per a 2018 report from Gartner, titled “Realizing the Benefits of Superior Customer Experience: A Gartner Trend Insight Report,” around 50% of all the respondents in the survey claimed that they could track the financial benefits of customer experience (CX) projects. Moreover, 80% of respondents expect to compete based on CX.

    With its immense revenue and customer satisfaction benefits, CMOs must continue to enhance their CX strategy. Here are a few steps that they can take to achieve to improve their overall CX strategy:

    Also Read: Five Common ABM Mistakes B2B Marketers Must Avoid In 2022

    Make employees feel valuable

    While customers are still critical to the success of CX efforts, it is not an excuse to neglect the well-being of employees. Since customers, at one point or another, are likely to get in touch with the employees, it is crucial that employees receive training about customer interaction.

    CMOs should ensure that their employees are well-equipped with the required tools. Additionally, they should collaborate with their counterparts to foster a healthy work environment that will inevitably result in a good CX. Furthermore, they should collect the feedback of their employees frequently as this will enable brands to provide them with correct assessments. Using this data, the upper management of the company can compile the data to improve the CX strategy of the organization.

    Customers are emotional-beings

    Even the best campaigns tailored messages for customers can go in vain if the marketing team is not able to build an emotional connection with the customers. Most of the purchasing decisions made by the customers are based on their emotions.

    In fact, as per a Graduate School of Stanford Business, around 90 to 95% of decisions and behaviors are constantly shaped non-consciously by the emotional brain system. Customers only become loyal to a brand after they are emotionally invested in it. Thus, inciting a positive experience from the beginning of the product can go a long way in strengthening the CX efforts.

    Also Read: Four Strategies for Boosting Customer Retention

    Analyze how the competitors are performing 

    While having a thorough understanding of the brand can help CMOs to get a deeper understanding of the customer journey, it is still not enough to strengthen the CX strategy. To truly improve CX strategy, CMOs should understand the competitors and what kind of experience they offer.

    CMOs should utilize their internal and external resources to research competitive and market threats. These should provide them with an overview of their present competitive landscape as well as the market environment. CMOs can capitalize on the findings to get a research-based foundation that determines the specific gaps between the current position and competitors. These gaps can act as indicators to steer the development of the CX strategy.

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