Is Customer Experience the New Brand?
The onset of digital and subsequent transformation of marketing has been on a clear path for quite some time, and the opportunity this transformation presents to marketers simply cannot be missed. The multiple channels now open to reaching consumers at any given time—be it on their phone, in their car, on their watch, through their fitness tracker, etc.—creates a significant opportunity for a cross-channel brand experience that connects with consumers in meaningful, relevant ways.
Inviting a brand to be on your wrist via a digital watch or a fitness tracker is a level of intimacy that commands respect; this is something marketers’ today have never before had to battle. Just because you _can _put your brand on a wrist, should you? Can you do it effectively? Technology and the mobile revolution is massively raising consumer presumptions. They expect be able to engage with brands whenever and wherever they want—and they expect to be welcomed with open arms when they do. They want to be known and loved, like an old friend coming home.
And so, the instincts and creativity that have always existed behind marketing now have an even shinier role. As consumers become increasingly more intimate with brands thanks to the era of digital, successful marketers will build a very specific connection with them in return. They will be diligent in collecting data and look closely at insights gathered. They will create powerful, meangingful content that is more personalized in every interaction—it simply must be. Marketing’s challenge has always been in proving self-worth. However, we’ve never before had the tools to really check and provide evidence that what we create and deliver truly works, until now. And so, we must use these tools to create even more powerful content, and to connect and communicate with consumers on a highly personal level. In turn, this will alter their customer experience and thus, vastly improve your brand.
Too much of what consumers do, how and where they do it, is now changing and it’s changing quickly. Marketers are only now coming to grips with a mobile revolution that has been underway for the better part of a decade. Mobile dramatically increases the velocity at which consumers interact with brands, which means as marketers, we have more opportunities to delight customers at every turn; it also means we have more opportunities to dissatisfy and disappoint our clientele. And as technology and behaviors change, so too, does the nature of marketing. No matter what industry you’re in, the new digital reality is bringing about a massive transformation in which customer experience has become the brand of your organization—and the best gauge of your success.