Topic: Customer Experience
If your key metrics focus on measuring how many and how much, it’s time to expand your metrics to include human data which will tell you why customers are not feeling valued, and how they want you to improve their customer experience with your brand.
When B2B or B2C customers opt out or voice complaints, you need to add the richness and depth of human insights and feelings regarding what went wrong, why, and of critical importance, how they want it fixed, not just “how many” are unhappy or leaving.
THE HOW AND THE WHY OF B2B ENGAGEMENT
Based on hundreds of hours of in-depth interviews conducted by our firm with customers of major B2B brands, we have learned that execs understand the reciprocity involved in providing their personal preference information to help marketers deliver improved personalization. This applies to preferences and experiences with the brand. But there’s a catch — marketers must use that information to gain a deeper level of understanding of customer’s needs!
Here’s a representative quote from our VoC research which illustrates how understanding the human needs of customers will strengthen engagement:
“Understanding our business and my needs is critical — that is what creates a relationship. And, the best way to understand this is for us to tell you! We’ll answer your questions, fill out a questionnaire, in order to get improved recommendations to help our business!”
Here are some guidelines which emerged from the research:
THE HOW AND THE WHY OF B2C ENGAGEMENT
According to The State of Email Engagement, research study, there are two key factors to keep in mind: “The way recipients engage with received email serves as an input to Google’s algorithms that route incoming messages… keeping subscribers actively engaged with your email program is a major factor in email deliverability and overall effectiveness.”
In this same study it was noted that most consumers do not trust that their opt-out requests will be processed. So, instead of opting out they simply put in place blocking mechanisms now available from all email service providers, cell providers, etc. This removes that important statistic from traditional reporting.
Relying on traditional deliverability stats to gauge the success of communication or engagement, is simply is no longer an accurate measurement of customer engagement.
Therefore, in order to drive engagement, marketers need to personalize communication based on:
Every customer base will be different, so do something simple — ask! On a regular basis, have in-store personnel do surveys, do online pop up surveys, or invite select consumers to become part of a consumer insight group.
PUTTING IT ALL TOGETHER WITH HUMAN DATA
Just like their B2B counterparts, B2C consumers are more than willing to engage if they perceive value in the exchange. As a matter of fact in a recent survey by Blis, it was noted that 7 in 10 internet users would share their competitive buying habits in exchange for a discount.
Please keep in mind these 4 requirements which emerged from the VoC research:
Respect the value exchange expectations regarding customers’ willingness to opt-in and self-profile their interests/life stage/message and media preferences in exchange for increasingly personalized and relevant communications, recommendations and offers.
The right metrics that matter:
By developing value propositions based on human data which inform you as to customers’ key “wants and needs” you will build longer term relationships and repeat purchases.
About the Author:
Ernan Roman Direct Marketing’s Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.
As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients’ customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.
The results achieved by ERDM’s VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.
Visit his blog at: http://ernanroman.blogspot.com/