Click-worthy ads come and go. But great customer experiences last forever.
Meaning, yes, you can launch fun campaigns that drive one-off spikes in traffic and engagement. But if you truly want to build valuable relationships, move audiences along the funnel, and increase retention, you need to create a memorable customer experience that sticks with people.
Especially over direct-to-consumer channels like email and push notifications, advertisers have a major opportunity to deliver value and make a lasting impact with each interaction. In fact, it’s more important than ever to build these memorable experiences now that the marketing world is being shaken up by shifting consumer behaviors, the death of the third-party cookie, and, oh yeah, the repercussions of a global pandemic.
The question is: How exactly do you create those memorable experiences and keep audiences coming back for me?
Don’t worry. We’ve got you.
Here, we’ll unpack 6 customer experience principles to increase engagement and revenue.
1. Help people feel part of a community
Show customers you have more to offer than just products. You can help them tap into a community of people with similar values and passions. Bombas, for instance, fosters a culture of giving by donating socks to people in need and inviting customers to do the same by making a purchase.
For Pride month, the brand encouraged subscribers to “Be your most supportive” by buying from the Bombas Pride collection, which supports homeless youth in the LGBTQIA+ community:
2. Retarget customers with personalized messaging
Customer experiences don’t end after one interaction. Keep audiences interested by retargeting them at the right times with helpful and personalized content. Send an email reminder about their abandoned shopping cart, for example. Or if they subscribed to a newsletter about beauty tips, reach them with a push notification about a new makeup product that matches their interests.
3. Consistency, consistency, consistency
Deliver value frequently and consistently. Of course, you don’t want to pester your customer. But stay in their line of view so you remain top of mind and stand out among competitors when it’s time for them to make a purchase decision.
Direct-to-consumer shoe retailer Allbirds, for example, sends emails almost every other day highlighting new styles, colors, deals, and gift guides that customers might not want to miss.
4. Deliver proactive customer service
Don’t make customers troubleshoot issues by themselves or wait to speak with a service representative on the phone. Anticipate problems before they happen — or reach customers the moment they start happening — by delivering proactive assistance.
If someone has trouble logging onto your site, for instance, you can send a push notification offering to help them reset their password. Or if a product goes out of stock while it’s still sitting in a customer’s cart, send them an email with the news and offer recommendations for getting on a waitlist or ordering a similar product. Even if the customer doesn’t make a purchase right away, chances are they’ll appreciate and remember you made the effort, and consider returning to your site when they’re ready to buy.
5. Create comprehensive, multi-channel experiences
Customers have been found to use multiple channels to research discounts and compare brands. So if someone reads about your brand on Facebook, learns about your products on your website, signs up for more information via your email newsletter, clicks an add on a newsreader app, and then finally makes a purchase in an e-commerce marketplace, you need to meet them every step of the way with consistent and value-driven messaging.
Sound overwhelming? You can use a multichannel marketing platform to automate these processes and collect real-time customer data, so you can be sure you’re delivering the right content across platforms and devices.
6. Gather and incorporate feedback
One of the most important steps to creating a memorable customer experience is to, well, simply ask the customer what they’d like to see. Launch surveys, ask questions, make courtesy calls, and gather first-party data. Then use that information to build more effective products and campaigns.
Look at furniture retailer, Burrow. The brand invites customers to quickly share their experiences via easy-to-use email questionnaires:
Build a memorable customer experience with Jeeng
See these principles of customer experience in action with Jeeng — a multi-channel marketing platform with a revolutionary algorithm for delivering personalized messaging at scale.
Reach millions of engaged customers across email, push notifications, newsreader apps, and trusted websites. We’ll match your brand with premium publishers to help you engage built-in audiences and maximize results.
Ready to create memorable customer experiences with each interaction? Book a demo.