As marketers, what are our CX expectations?
Catherine Howard, UK and Ireland marketing director at Atos, explores how marketers can up their game to deliver a seamless customer experience
All marketers know it’s essential to put the client at the heart of everything they do and think client first. But while customer centricity won’t change, what is changing is us – the ever-demanding consumer: we want simpler, faster and better value services than ever before, particularly with digital becoming more prominent in our day-to-day lives. So what can we learn from our shifting expectations as consumers and buyers?
For me, a recent visit to National Tyres and Autocare was exactly what I needed; like many B2C organisations, they dedicate time to truly understanding customer requirements, and know that we want things easily, swiftly and in a way that suits us.
As B2B marketers, these basic fundamentals can be easily applied but are often forgotten. When did you last spend time with your customers in order to understand what they want? And when did you last apply this to your marketing strategy? It’s important to spend more time focused on customers and less time focused internally: use the technology platforms available to you, talk to your customers and seek continuous feedback on campaigns – this insight can be invaluable.
As a marketer, you’re probably often approached by companies selling ideas, products or services. My biggest bugbear is marketing agencies. Don’t get me wrong: I work with some fantastic agencies and individuals, many of whom have become close friends over the years. But during initial engagements, I’ve often been left disappointed and wanting more. The reason? High expectations. I expect these agencies to get the basics right, deliver a personalised experience and, above all, really wow me with their approach.
The key learnings are that when selling, promoting or engaging with prospects, we need to be creative, differentiate ourselves and ensure that our messaging resonates. As marketers, we have the tools, insight and creativity needed to provide a seamless, relevant and omnichannel experience… so what are we waiting for? Let’s start making