Balancing Customer Convenience with Customer Engagement
Last week’s exclusive content on CMO.com focused on the topic of customer engagement and developing a customer experience that both encourages customer loyalty and accurately reflects your brand. Customer experience is a vital consideration for any brand’s marketing strategy, and engagement—especially emotional engagement—is critical to customer loyalty. Although strategy is important, hiring people with a passion for learning and a commitment to purpose are also important factors. As more opportunities for creating customer experiences are developed, these people will prove invaluable to brand success.
To begin the week, Stuart Crawford-Browne, Director at Phoenix Rising discussed the need for many brands to balance customer convenience with customer engagement. In fact, the emotional aspect of the customer experience often affects a customer’s loyalty more than ease and effectiveness. Although customers may well leave a brand when the level of customer effort outweighs the brand’s emotional engagement, a design that removes all customer effort may fail to hold their attention. Crawford-Browne challenges brands to establish brand rituals to encourage emotional engagement.
In last week’s exclusive CMO.com interview, Keith Moor, CMO of Santander UK discussed his company’s desire to hire people who are hungry to learn. These same people are flexible and adaptable and find ways to push themselves. He also described Santander UK as “always-on,” which means they’re always questioning how to keep their marketing momentum going. A sense of purpose drives the company’s many employees to add value to the company.
Vincent Blaney, European brand director for media and digital at Millward Brown, discussed the unfortunate war developing between consumers utilizing ad blockers and companies fighting to get around the ad blockers. Consumers want and enjoy control over their content, so brands would do better to produce more focused and relevant content than rely solely on ads. The “skip ad” function should be viewed as an opportunity to produce content that engages consumers at the outset of a piece of content.
Ben Pask, Co-Founder of Rare: Consultancy, shared some encouraging insights on multipotentiality. Many people feel the pressure to find one true calling for their lives, but Pask highlights the benefits of having a variety of interests and pursuits. One of these benefits is exercising curiosity, which should result in the ability to look at problems from different perspectives. Pask isn’t just an advocate of multipotentiality; he is a firm believer in letting his passions drive his life choices.
Klaus Sommer Paulsen, CEO & Founder of Adventurelab and Co-Founding Partner, CNA | SOPHIS, discussed the potential role virtual reality (VR) might play in a brand’s marketing strategy. The key, according to Paulsen, is to create an experience that uses the right scenarios to represent your company and its services and products. This means thinking more like an architect or experience designer than an author. VR presents a great opportunity for brands to provide their customers with a unique experience that gets them thinking.
We invite you to take some time to engage with our exclusive content on CMO.com and let us know what you think.