EVERYWHERE YOU LOOK, MARKETING MAVENS ARE BUZZING THE BENEFITS OF CREATING AN INNOVATIVE AND ENGAGING CUSTOMER EXPERIENCE.
SIMPLIFY CUSTOMER EXPERIENCE DESIGN
It’s all the rage these days – everywhere you look, marketing mavens are buzzing the benefits of creating an innovative and engaging customer experience. But what does that really mean? And is your business approaching experience design in a way that’s actually helping to create a cohesive customer experience?
Let’s start with the basics – experience design is the comprehensive integration of your unique brand story within every aspect of customer interaction, with the goal of enhancing your marketing strategy through immersion. Unless each element fits seamlessly into adeliberate and purposeful plan, you run the risk of watering down your brand personality, or worse, confusing your audience. Which means that in today’s environment of cross-channel interaction, marketing can get complicated in a flash.
Modern marketing has created its own paradox – savvy businesses and retailers can no longer afford to ignore the broad array of technologies and channels available for reaching their audience. At the same time, as multiple channels are employed, touch points increase exponentially, and your message runs the risk of losing cohesion. When consistency suffers, your brand story becomes diluted, and your connection to customers suffers.
THE NEED TO SIMPLIFY CUSTOMER EXPERIENCE DESIGN IS REAL AND PRESSING. BUT WHERE DO YOU BEGIN?
By first focusing your attention on your brand story. Your consumers are gaining more and more control over the content they consume and share – which means it’s essential that you maintain focus and control over your brand’s story. To simplify customer experience design, your brand needs to craft a clear and concise message, which can be communicated passionately across all channels. A focused story lends authenticity to your brand personality, and in turn, inspires customer loyalty.
By facing the challenge of brand alignment, head-on. Marketers need to constantly remain vigilant in their efforts to ensure an alignment with their brand’s core vision and values. To simplify customer experience design, all touch points should be viewed through the perspective of the customer, and run through the clean filter of your brand promise. By taking this conscious approach, you’ll not only maintain brand focus, you’ll create a more powerful and memorable customer experience.
By delivering on your brand promise. A simple, clear, and powerfully targeted customer experience should ensure that, no matter the channel, the customer is ultimately directed back to the original, authentic source – your brand’s promise. Now all you need to do is deliver.
Adaptation is essential for survival. However, as your brand evolves to meet the demands of a changing marketplace, it’s important to remember this:
The most powerful and memorable customer experiences are constantly and consistently reinforced.
To simplify customer experience design means to come back to your brand’s essentials – those unique core strengths and values which inspire and drive your brand story again and again and again. It’s this cohesiveness and consistency which inspires the strong, authentic connections that create customer loyalty and brand advocacy – pure and simple.
To learn more about how Mood Media can help you simplify customer experience design, contact our experts today – or check out our recent Thinkbook, Simplify: The New Marketing Paradox, for more thoughts on how you can hone your brand story to inspire authentic audience connections.