Month: June 2014

Customer relationship orchestration..managing new customer journeys

Embed from Getty Images

Modern marketing engagements are a much more deep, meaningful and mutually rewarding affair than previous “ooh-look-at-this shiny-thing-you-must-have’ styles of Marketing. Modern CX organisations have a clear long term vision and a commitment to developing relationships that involve a deep understanding of a customers lifestyle needs and wants and a regular dialogue that extends far beyond any short term transaction

At the heart of this is Marketing Orchestration…in much the same way a composer or conductor will bring together many sounds and instruments to make music, modern marketers use a blend of channels and messages, each executed at the right time to develop deep and meaningful relationships that is more than a well executed jingle…but more of an aria intended to guide the customer through their journey with a brand or organisation

This post from Responsys looks at how marketing orchestration is redefining the customer relationship and what orchestrated marketing teams need to do to make the shift

Customer Loyalty Is Dead. Long Live Engagement!

Image
 
Customer Loyalty is often synonymous with loyalty schemes that offer rewards or discounts for repeat business but that can cheapen a brand rather than enhance its value.

Mature customer focussed organisations look to build loyalty through email marketing, personalisation and tailored product selections. However, they focus mainly on attracting repeat business rather than overall brand experience and, unless done well, can be seen as intrusive, spamming customers with ‘tailored offers’ whether they want them or not

 
This article from OracleVoice on Forbes explains why Customer Engagement and not Customer Loyalty is the new measure by which organisations measure how Customers value a brand.
 
What this proposes is that they key to Customer success and to real customer loyalty is determined by how much Customers are prepared to invest their own time (and dollars) in your brand. 
 
Regardless of whether there is a sale for an organisation or if the Customer will get additional material value, if Customers are prepared to engage with an organisation to advocate products, share experiences or propose new features then they are sufficiently engaged and loyal. After all, most people would not want to risk their reputation by advocating a brand or product they don’t feel their friends will enjoy
 
Furthermore, by engaging in this way, organisations can analyse buying signals at a much more granular level and introduce the right content, messages and products at the right time
 
For example, a runner who has bought runners/sneakers/trainers (depending on your geo-slang) from you in the past and who is engaged on your forum discussing upcoming races in cold climates may welcome info on wind cheaters for such races.
 
It sounds simple, but organisations that engage with Customers in conversations, regardless of whats in it for them will learn a lot more about what and how to generate real customer loyalty and advocacy
 
After all, there is a reason we are born with two ears and one mouth (to paraphrase Epictetus)