How Does Your Customer Experience Your Brand?
By Mark Cameron
Another factor influencing the need for businesses to focus on the entirety of the customer experience, from end to end, is that they have reached a point in their development where customer acquisition is not the core measure of success. Obviously as a business is scaling up acquiring new customers is key to success, particularly for consumer-facing brands. But as a company matures, and the market they play in becomes more competitive, retention becomes as important—if not more so. Retaining and understanding current customers is the key to discovering new revenue opportunities and increasing the overall lifetime value of each customer.
And this brings us to the second concept—that customer experience design needs a process. The customer journey discussed above is the first step. Then you need to do deeper discovery, build out some concepts, test and validate and finally implement. This is not something you design and push out to market as a finished product. You need to be agile. The end result is all about your customers, so they need to be part of the process.
Digital technologies are disrupting many industries, but for each there are also new revenue opportunities to be had. A customer experience strategy is a fast way of uncovering the untapped revenue in your business.
Mark Cameron is CEO and lead strategist of social media conversion and commercialization agency Working Three. While his agency is based in Melbourne, Australia, he works for some of the world’s most innovative and forward-thinking brands. As a regular speaker and writer on social media and digital strategy, Mark stays focused on customers and outcomes, not the technology, leading to simple strategic conclusions.