Unfiltered Marketing by Stephen Denny Paul Leinberger

Author:Stephen Denny, Paul Leinberger
Language: eng
Format: epub
Publisher: Career Press

KEY ELEMENTS OF THE C2B EXPERIENCE

To rehumanize the digital relationship and shift the emphasis from “functional silos” to a customer’s “journey,” you will have to develop a new organizational structure (or dramatically revise the one you currently have), and you will need to develop a different cultural sensibility—namely, an obsession with your customer’s experience. This will mean making customer experience a top priority across your entire business, from marketing to sales to customer service and product fulfillment.

Making this change may seem simple enough, and this advice probably sounds like common sense. How many times have you heard the call or said it yourself: be customer-centric. However, making changes to your organizational structure can be complicated, and, as any CEO who has ever experienced this will tell you, changing your organization’s culture can be one of biggest challenges you have ever faced. We’ll explore this issue in more depth later in this chapter.

To create rehumanized, world-class customer experiences, you will need to introduce several important elements into the redesign of your digital management system, starting with personalization.

Personalization has become table stakes. Consumers now live in an on-demand, multiple-device world that is ever changing, and they demand a level of personalization that has never existed before. Consumers have rapidly come to expect brands to understand how their individual needs are changing and what they are looking for now. Consumers don’t want to be marketed to as part of a demographic; they want to be talked to as a market of one. Conversations, not campaigns. Consumers want an ongoing conversation with brands—one that they control, not a newly revised advertising campaign blitz. As Peter Kim, CEO of Mighty Hive, a digital advertising and marketing services firm, puts it: “It is crucial to move away from giant, costly campaigns once or twice a year to a constant conversation model.”4

The next expectation is that you must be able to deliver this personalization in real time. “[Advertising agencies] need to create a human-centered brand experience that is more holistic,” says Bologna. “It has to be powered in real-time to be relevant, engaging, and continuous, while meeting the various needs of the brand, the business, and the customer.” You need to give customers the relevant information they need at every step in the buying process.

The next key step to focus on is simplification. “The goal should always be about taking extra work out of the process,” explains Bologna. “Take extra steps out, add value, and radically simplify the process. . . . I like to think of it as an experience that delights and delivers, bringing value to the customer and producing results for the client. The essence, when applied to marketing, is navigating the consumer through a purchase funnel that is in sync with what they’re doing versus what a business wants them to do.” And be proactive. If you know, from previous interactions with a customer or from existing sources, that certain kinds of information will be needed at this stage in the process, supply it without being asked (such as by providing price comparisons and reviews, as in the example).

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