It’s an amazing time in marketing to focus on the customer experience.
Like never before, technology allows us to easily interact with the customer. More often, it’s these interactions that make the difference because there’s little differentiating products and services from competing brands. The experience is the differentiator.
It’s not hard to understand why, in client meetings, I’m seeing the conversation turn to experience more and more. This is happening mainly because marketing’s new mission is to create memorable and useful experiences during the buyer’s journey. Advertising is one small touch point. And while it’s great for generating awareness, it doesn’t really contribute much to a meaningful brand interaction. Marketing is more and more about what we do, not what we say.
Anyone who has ever created an experience map for a brand knows there are many significant brand touch points that need to harmonize into an experience. For 10 years, we’ve mostly focused on the digital touch points because most marketers weren’t maximizing the new and promising technology. There has been blind enthusiasm for the notion that if the digital experience improves, it compensates for other inferior offline experiences.
We know now that your brand needs to be useful, usable and pleasant everywhere. No single app, mobile site or social media presence will make up for an average analog brand experience. In my study of considered purchases, some of the most meaningful experiences are offline, and they have traditionally been beyond the command of the marketer. Customer service, sales calls and dealership experiences are still much more important than we digital marketers anticipate. The marketing focus has now turned to providing great digital tools that improve the in-person experiences with usefulness and usability.