Marketing: Are You Missing the Big Customer Experience Picture?
ARE YOU MISSING THE
1. The rising power of consumers and why marketers need to take CX seriously
2. The current CX maturity level and the traditional marketing thinking that brought
marketers to this stage
3. Why and how the traditional thinking persists when it comes to CX
4. The new way of thinking: useful tools and concepts for a more holistic CX approach
5. How CX delivers financially and what marketing can do to take on a proactive role
6. Frequently asked questions
1. WHY CX?
“If you make customers unhappy in the
physical world, they might each tell six
friends. If you make customers unhappy on
the Internet, they can each tell 6,000 friends.”
Jeff Bezos - Amazon's CEO
Technological advancements have set
the expectations for timeliness,
convenience, seamlessness etc.
Companies with superior CX become the
They're more demanding:
Competition between brands has given
them more choices
It’s increasingly easier for people to
connect, collaborate and take collective
action, to the point of Us (consumers) vs.
They hold more power:
2. HOW WELL ARE WE
Marketers often think in terms of
Because we’ve all learned the well-known
marketing funnels, which represent linear
journeys, e.g. AIDA model or its extended
version such as AIDAS and AIDCAS.
We're still thinking about CX in terms of the
Promotion part in the traditional 4Ps.
Doing this can lead to risks such as:
Lack of linkage to other customer journey
Marketing operations becoming too rigid
3. HOW THE OLD
Content-centric: focusing on creating content for the
sake of it, and then try to find distribution channels
Channel-centric: focusing on touch points instead of
overall journey (customer journey mapping is
different from touchpoint mapping)
Department-centric: reluctant/unable to share data
between sales, marketing, customer service
“Brand marketing is not the only way to get customers started
on their buying journey,” and certainly not the only way to get
them to stay.
Marketers often forget that CX looks at
factors in the purchasing journey from the
customer’s perspective, not the business’.
Nobody owns the customer experience, let
alone manage it. There are 3 elements of
"Experience" as shown in the diagram.
Brands own the environment, but act like they
own the effect.
4. THINK BEYOND
We should strive to understand what customers want to
do, more than who they are.
Useful concepts and tools such as Jobs to be done,
Customer journey mapping:
Combine actions, emotions, thoughts
Include context, pain points, success points, persuasion points
Look at not just customers, but also customers of your customers
Determining if you need to create more than
one customer journey map:
Do different personas warrant differential
treatment for economic reasons?
Do different personas wish to have such
differential treatment (e.g. because you’ve
set the expectations)?
Is your product complex as it includes
numerous, non-linear journeys?
Source: Smashing Magine
Or map out a baseline journey while adding variations based on what each
customer profile values
5. HOW CX
“Customers who had the best past experiences spend
140% more compared to those who had the poorest
Peter Kriss, Harvard Business Review
Companies who were Leaders on the CX
Index also did better in terms of stock value
over an eight-year period.
There was an 80% difference between CX
leaders and laggards.
CX AT A
To tackle CX at a strategic level, consider
looking at it through three lenses (Human,
Business, Technology) and two sub-lenses
Realise that we’re more similar than
we’re different, i.e. working for the same
Have empathy for people who buy and
use our products, because we’re also
Deploy a shared CX mission, KPIs,
incentives for cross-department
Deploy loyalty, referral, user feedback
and improvement programs
Use tech to enhance CX initiatives e.g.
shared data/portal, internal
communication, automated workflows
Give customers transparent data along
the journey (e.g. progress bar, overall
Where does CX start and end?
“The complete story of the customer journey with your
product or service. From start to finish. It’s how a
customer finds, interacts, and ends the relationship
with you and your product.”
IS CX THE
CX may be broader in a sense it covers
both purchasers and users. On the other
hand, UX may only be specific to those
who actually use a given product.
However, at the end of the day, what’s
more important to address: a
terminology issue or a mindset issue?
CAN A SUPERIOR PRODUCT BE
RUINED BY BAD CX OR CAN SUPERIOR
CX MAKE UP FOR A BAD PRODUCT?
Yes, a superior product can be ruined by bad CX in the long run; and
no, a bad product can’t be saved by superior CX in the long run.
The main thing is to think beyond the cycle of anyone in power,
whether in business or government; or avoid corporate short-termism.
There is data to show companies operating with a long-term view
outperform their peers.
“We don’t manage
customers’ experience, but
we can at least manage
of the experience.”
T H A N K S F O R R E A D I N G
C R E A T E D B Y
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