In my first three blogs of this series on “Are You Prepared for the New Experience Battlefront?” I discussed how digital has transformed and disrupted the experience battlefront by altering:
- Where brands need to compete
- Who brands are competing against
- The alliances brands have to form to succeed
- The marketing tactics brands must adopt to be agile, flexible, and relevant
In this final blog of the series, I will layout the best practices brands can use to formulate a new battle plan that will deliver the exceptional, cross-channel customer experience the digital age demands. The key to this new plan? Reverse engineering the customer experience (CX).
What Does Reverse Engineering the CX Involve?
Looking at something from a different angle can give you an entirely different perspective. The same goes for the customer experience. By reverse engineering the CX, you can take a step back and determine how the CX is actually made.
The first step is to break down all of the factors that go into creating the CX to see how it actually works for your brand and for other organizations. Armed with this information, you can analyze, duplicate, or enhance these factors. You can use reverse engineering as a learning tool to produce new, successful customer experiences more quickly and with fewer resources. Then you can create methodologies to repeat them.
There are six best practices brands should follow to successfully reverse engineer the CX:
1. Understand what your customers truly want
- Do you know what your customers want at an individual level?
- Are your brand’s customer experiences meaningful?
- Can customers interact with your brand on their own terms?
- Are you delivering a consistent brand experience every time you interact with your customer?
You need to be able to answer all these questions. Research what your customers truly want and how they want it. Only then can you meet customer demand for experiences that are relevant, convenient, consistent, and deliver long-term value.
2. Assess your customer experience readiness
Determine where your company falls on the spectrum of customer centricity. Are you behind the curve, relying on traditional, disjointed forms of communication? Are you making strides by taking steps to adapt to the digital age, but still falling short of customer expectations? Or, are you setting the pace, delivering an integrated and exceptional brand experience when, where, and how consumers demand it?
3. Reimagine and realign your organizations
The customer doesn’t view your brand in pieces – online sales, in-store sales, ecommerce, customer service, etc., but as a single brand. This means your organization needs to interact with the customer in a unified way.
To deliver an exceptional, cross-channel customer experience, brands must move away from the old customer experience model that relied on various departments to deliver messages to consumers. Instead, they should adopt a modern, customer-centric marketing model that aligns teams to experiences to ensure customers are experiencing a holistic and unified message from the company.
4. Establish new methodologies
It’s no longer about your company or your products—it’s about your customers. In response to this shift in power and focus, marketing must forge new alliances by:
- Engaging with all CX owners within in your organization to create a CX task force
- Collaborating to establish cross-functional alignment and agreement about how your organization talks about the customer journey
- Realigning these roles, if necessary, into new CX teams based on various high-touch areas of the customer journey
- Gaining consensus about what the new customer journey will look like and how it will work
Only then can you begin creating your new approach to CX.
5. Establish an Experience Command Center
The sheer volume of content required and the extreme pace demanded by customers are overwhelming marketers. A marketing resource management (MRM) solution gives brands the agility, flexibility, and speed to keep pace with customer needs by streamlining and automating campaigns from ideation, planning, budgeting, and creation.
6. Measure effectiveness through AI and analytics
Intelligence on the battlefield is critical to assessing and optimizing performance, understanding customers, and accelerating speed to market. Brands can utilize more niche distribution, analytics and Artificial Intelligence (AI) technologies to get better insight over all the behind-the-scenes activities involved in creating customer experiences.
This is a battle you can win
The experience battlefield will continue change and shift. The future success of your organization depends on your ability to think fast and act fast so you can embrace the inevitable disruption by creating your own disruption.
With new methodologies and technology in place to reverse engineer the customer experience, you will be well positioned to make the necessary shift from product-centric marketing to customer-centric campaigns that delight customers and keep them coming back.
Learn more about how you can formulate a new battle plan to deliver a great, cross-channel customer experience. Read our new eBook: “Are You Prepared for the New Experience Battlefront? Reverse Engineering the CX to Outmaneuver Competitors and Delight Customers.”
If you missed them, be sure to read my first three blogs in this series: