Mobile Customer Service smartphoneDid you know that companies will lose billions of dollars this year due to bad customer experiences? In fact, companies will lose more than $31 billion in revenue over the next few years due to abandoned shopping carts alone? At the same time, marketing professionals who focus solely on metrics such as ROI and CPL to determine campaigns success often struggle to understand how and why customer experience influences behavior.

Many marketers may view customer experience as someone else’s responsibility, such as customer service and support. and do not realize how much impact marketing can have on the end-to-end customer journey. This more traditional mentality fails to acknowledge the sheer power and influence marketers have on customer experience (CX) today!

So, what can today’s marketers do to impact CX?

The future of marketing is not about staying the course with deep dives into metrics and analytics, but rather embracing a true integrated and holistic approach to personalizing interactions and campaigns.  According to Forrester, by 2020 customer experience will overtake price and product as the key brand differentiator. In turn, customers today are more active, empowered and comfortable with technology, expecting interactions to be highly personalized. More specifically, this means that they expect companies to anticipate their needs, wants and preferences. They are willing to share their preferences and personal information, but only if they think it will benefit them in the relationship.

Managing the End-to-End Customer Journey

Modern marketers, who are fully aware of the journeys that their customers take across all channels and touchpoints, can proactively personalize interactions along the way to improve campaign results. Managing customer journeys not only drives the company’s bottom line faster with more efficient and targeted interactions, but it also leads to greater customer satisfaction and loyalty.

Below are some key areas that marketers can focus on to improve the overall customer experience, take a look:

  1. Contact Center – Determine what is the experience from the customer perspective – not from marketing.
  2. Website – How do you create a great online experience for customers that is personalized and that will enhance marketing results?
  3. IVR – A poor experience here as a first interaction can doom a campaign or make an upset customer jump to a competitor.
  4. Channels – What types of channels do your customers use that you are not for your marketing campaigns today?
  5. Preferences – How do you manage and utilize your customers’ account and buying preferences?
  6. Mobile – Are you leveraging mobile to send personalized, location-based offers, such as push notifications, MMS messages, and Passbook passes?
  7. Sales – What kind of post-sale or cart abandonment follow-up do you offer to ensure you attract and keep customers?
  8. Agents – Are they armed with all the latest marketing information and can they fully engage with a customer to optimize and personalize interactions?

Want to learn more on how marketing can improve the overall customer experience? Watch our recent webinar now available on demand, Why Marketers Should Focus on CX and Personalized Engagement Across the Customer Lifecycle. You’ll learn about best practices marketers should leverage to personalize engagement across the customer journey to improve customer loyalty and earn back lost revenue.

John Toler

John Toler is the Marketing Director for Outbound Engagement at Genesys. John came to Genesys in April 2014 after more than 20 years experience across the marketing spectrum in DoD, B2B, B2C and B2G markets. John has a Bachelor of...