When a marketing strategy is entirely online, it allows marketers to manage their budgets and strategies based on metrics.
Everything from website traffic and email open rates to social media engagement and digital ad ROI can be accurately measured, giving marketers a clear picture of which channels are most effective at engaging customers .
It also allows them to keep pace with constantly changing consumer behavior line database and adapt messages and budgets in just a few hours, something that in offline channels such as television and outdoor advertising takes weeks or even months.
These benefits have never been more visible than in recent months. the pandemic, online interaction between consumers and businesses has reached record levels.
Companies that had already invested in these channels have not only been able to maintain interaction with customers throughout the current crisis, but have also been able to quickly adapt the tone of their messages in line with the times and communicate important information to their audiences in a timely manner.
Companies that are adopting fully online marketing strategies for the first time must be careful, however, not to open too many new digital channels at the same time .
Otherwise, teams may be overwhelmed with new tactics and tools, which could result in a disjointed customer experience.
☛ 3. Traditional customer service ➜ self-service ☚
During the pandemic, the volume of customer-initiated chat interactions has increased by 45%, and self-service options of this type will move from a “nice to have” to a “must-have” option in the eyes of consumers in the digitally transformed world.
A company that empowers its customers to serve themselves; they help customers find solutions to their problems faster than if they had to send an email or call a helpline, while freeing up customer service staff to focus on more complex customer issues.
Companies that had a chatbot on their website before the pandemic were able to handle the increased volume of inquiries that accompanied the crisis, and going forward, customers will expect to be able to get their questions answered in just minutes, without having to pick up the phone. After all, according to Nuance Enterprise , 67% of customers prefer to use self-service options over speaking to a company representative.
Automated chat is just one of many ways businesses can provide self-service options to their customers. Businesses should also consider building a knowledge base and creating product training videos targeted at customers.
☛ 4. Funnel ➜ flywheel ☚
Consumers cite “customer service” as the top influencer on their feelings toward a company. As more companies begin to view customer experience as the key to growth in the post-pandemic world, many will abandon the funnel model in favor of the customer-driven cycle, or flywheel, model.
While the funnel model focuses exclusively on customer acquisition, the customer-based cycle model was designed to delight customers throughout their entire journey with a company .
When companies embrace the customer-centric lifecycle concept, they put the customer at the center of everything from how they attract and engage their customers to how they help them achieve long-term success.
Thinking about the customer journey in this way helps companies identify areas of their business where they can remove friction and apply leverage to deliver an experience so delightful that customers can’t help but pass it on to others.
