Reinventing the Customer Experience

Con­sumers of the cur­rent dig­i­tal age are more con­nect­ed than ever before. With the lines con­sis­tent­ly blurred between the dig­i­tal and the phys­i­cal worlds, con­sumers dif­fer­en­ti­ate less between the web, mobile or in-store expe­ri­ences. In fact, the aver­age con­sumer comes into con­tact with a brand at least five dif­fer­ent times before buying.

Mobile is lead­ing the charge with devices and wear­able tech mak­ing it quick­er and eas­i­er to access infor­ma­tion than ever before. Make no mis­take, this is a new gen­er­a­tion of con­sumers where they are in control.

How­ev­er, this also means that they expect more. Each encounter with every brand must be effort­less. Con­ve­nience is key in this process and a lot of mar­keters have strug­gled to adapt to this. Luck­i­ly, Adobe is here to help you mas­ter the dark art of the cus­tomer expe­ri­ence. With the help of our Mar­ket­ing Pod­casts, you will be able to rein­vent the cus­tomer expe­ri­ence and rev­o­lu­tionise your marketing.

Take Dr. Car­men Simon, who is a cog­ni­tive sci­en­tist and founder of Rexi Media. He found that peo­ple for­get 90% of what mar­keters show them. It is there­fore our job to guide them toward the 10% that they need to remem­ber. To do this, you need to apply what is known as the “sin­gle self­ish ben­e­fit” or the SSB in order to tar­get con­sumers. You need to link that 10% mes­sage to the SSB. Not too chal­leng­ing a task!

It is impor­tant to remem­ber that deliv­er­ing a great expe­ri­ence doesn’t have to be too dif­fi­cult. Think of the great expe­ri­ence as part of your brand. In an excel­lent blog post, Jeff Pundyk, Vice Pres­i­dent of Glob­al Inte­grat­ed Con­tent Solu­tions at The Econ­o­mist, explains that when done well, cus­tomer-expe­ri­ence ini­tia­tives can reduce costs, increase prof­itabil­i­ty and, most impor­tant­ly, improve cus­tomer retention.

It’s clear that mar­keters have to tar­get con­sumers direct­ly in order to remain com­pet­i­tive in this dig­i­tal world. The tra­di­tion­al way isn’t always effec­tive any­more and you, as a mar­keter of the future, can­not be afraid to walk away from it. The path to inno­va­tion is nev­er easy!

Lis­ten to ‘Rein­vent­ing the Cus­tomer Expe­ri­ence’ and get ahead of your cus­tomers’ expectations.