3 ways to win the B2me customer experience. Realistically.

Your customers experiences your brand and products, the question to ask is if that experience is meaningful, if that experience is appealing, if that experience is engaging. Today we leave in the B2me marketing era where your products and services are not judged in silo but in context of the rest of the experiences that your customers have been having. 

For example, if you are in the insurance industry, your customers wont just judge the actual insurance product but as well as the experience of interacting with you and your products. This is especially true when your are targeting millennials. It is very interesting to me what has been the spin on the ad messaging of esurance which focus on the expectations that consumers have in the "modern age" and tries to addresses them.

Apple and Google have been really spoiling us with making our lives easier and easier with simpler and more contextual interfaces that enrich our lives. This is what you are competing with in customer experience. You are competing with where Apple sets the bar in UI and where Google sets the bar in AI. Your customers have already been exposed to these great experiences and now have the expectation to find services and providers that match are up to par. Thats why customers will go with the the first movers.

Most of us cannot be Google, Apple or Amazon. Most of us have tiny budgets that we need to work with, most of us have a lean teams that limit us on how much we can scale, most of us cannot afford to hire all of the top talent, most of us dont have stakeholder buy in. So how do most of us can do something awesome?

Pick up your battles and win them with relating the customer experience to the individual. Think about your major value and volume driven segments, either been campaigns or other customer segments. For every segments think from a customer perspective: 

#1 What the customer needs

• What is the quality characteristics of your segments? (i.e. personas)
• Why are they on your website? 
• What is the solution they are trying to address? 

#2 How the customer got engaged with you

• What introduce me to  your brand?
• What devices/resources i used?
• What is the actions I made?
• What is the media I used?

#3 What is the value the customer wants

• What is the content that you can deliver that will be a solution to my need?
• What is the CTA I can take that will help me? 

Win your battles one at a time by providing to your audience the next best action that will provide the right solution and achieve a business objective. If you want to think about it as a formula then:

Next Best Action =                                    Need +Solution + Context

Successful sales are 80% listening and 20% delivering what the prospects wants. The moment someone is visiting our digital store we can easily know:

• Where they come from
• If they have visited before
• If they fall under any ad network demographic set
• What is the household income on their postcode
• What content they consumed
• What campaign they followed
• ..

We capture so much information that is my belief that we have get insensitive on what is the value that we can drive with simple information as geo-location. Clients many times think they need way more than they need to be successful and be competitive today. Avoid analysis paralysis and focus on the next best action.

You can drive action and results, either with simple A/B, MV Tests or Conditional/Segmentation Personalizations that are widely available as solutions, or even creating dedicated pages to funnel a high volume segment that you want to increase their value.

Now it your turn - how are you currently designing content that is related to your high valued segments?

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This post is been republished from blog.lefterisgrammatas.com