Customer stickiness is what you need to build your brand and make sure every customer wants to come back to your brand. Here's how you can build the right kind of sticky experiences.
4. “
”
"You‘ve got to start with
the customer experience
and work backwards to the
technology - not the other
way around” - Steve Jobs
5. “
”
Marketers are increasingly managing
journeys as they would any product. Journeys
are thus becoming central to the customer’s
experience of a brand—and as important as
the products themselves in providing
competitive advantage.
Competing on Customer Journeys, HBR
13. “
”
Sustaining an audience is hard. It
demands a consistency of thought, of
purpose, and of action over a long
period of time.
Bruce Springsteen
14. Relevant: able to satisfy the user’s needs at the moment of
consumption
Valuable Content
14
15. Data-driven: informed by a deep understanding of your
content and your users
Valuable Content
15
Trains
MENSA
Cartography
Listicles
Sailing
Physics
16. 53% of Americans who belong to a brand community are
more loyal to that brand
86% of Fortune 500 companies say that these communities
give them insight into their customers’ needs
Strong Community
16
22. Smart Data
22
First-party data comes from:
• Your website
• Your emails
• Your app
64% of senior marketers said using
first-party data led to the highest
increases in customer lifetime value
eConsultancy report on data sources:
23. Smart Data
23
The importance of using data to
make predictions:
74% of online consumers get
frustrated when content has
nothing to do with their interests
How?
ML + data → predictive marketing
24. Smart Data
24
Knowing what someone wants
based on your interactions
with them
Concierge experience :)
Creepy experience :(
Knowing what someone wants
based on what others have
told you
25. 1. Send a personalized welcome series
2. Use event triggers to encourage cross-pollination
3. Give your customers a platform
4. Provide a concierge experience
5. Create a smart re-engagement campaign
5 Ways to Make Your CX Stickier
25