Setting up for success: think ‘total experience’ to drive business performance.
Imagine you’re hosting a party. Great drink, food, music and fireworks are all lined up ready for a knock-out occasion. You’re pumped, ready to kick-off. And then no-one shows. Oops…looks like someone forgot to send out the invites.
Now imagine a different scenario. The word has gone out about the party you’re hosting. The pre-party buzz promises a fantastic night ahead. Yet despite the hype, the reality is a huge disappointment. The drinks were warm, the food was bland, the music tame and the fireworks lame. What a let-down.
What’s gone wrong? Well from a business perspective, the first party is akin to a ‘build it and they will come’ type mentality. While this may work on occasion for the few bright stars, without some level of compelling marketing or sales support, success will be - if not doomed - limited at best for the many. The second party scenario flips this on its head, whereby some great upfront promotion creates lots of interest without delivering the goods in terms of realised expectation.
Say what you do. Do what you say.
And do both well.
We live in an age that offers a plethora of choice. Less and less products or services are truly unique against a back drop of more global and homogeneous marketplaces. Coke or Pepsi anyone? Canon or Nikon? Visa or Mastercard? Oracle or Salesforce CRM solution?
Creating meaningful differentiation is key to helping establish brand affinity with prospective consumers. Take the low-interest insurance sector as an example. Brands such as comparethemarket.com and GoCompare have created marketing distinctiveness to drive up interest through buying marketing eye-ball attention. However, unless the back-end experience is easy to use and delivers the right product solution at the right price relevant to individual needs it’s unlikely to satisfy customer requirements and lead to loyal repeat business.
The way a customer experiences a brand has a significant affect on perception, purchase behaviour and loyalty. So, while great marketing builds business attraction, it then requires a great customer experience to help build ongoing business traction (with the additional benefit of creating word of mouth advocacy, which we all know is the most potent form of marketing persuasiveness).
Business attraction. Business traction. Both are important. But what’s important is harnessing both to drive up business performance.
Leading brands take a holistic approach.
Becoming a leading brand doesn’t just drive the kind of communications created; it drives the kind of business built. Businesses of this nature seek to match the say with the do to deliver satisfying experiences across the entire consumer journey. And they recognise how they operate will also influence this Customer Experience (CX).
Taking a Total Experience (TX) approach looks at the entire business and the factors which deliver a great customer experience including employee engagement and the business logistics that impact on achieving this. This therefore requires taking both an inside-out and outside-in holistic approach.
For example, providing a leading digital clicks-to-physical product order fulfilment capability requires a slick front-end website experience, plus effective product distribution logistics, plus smart customer service support. So, there’s little value firstly investing in driving up say the e-commerce effectiveness if the back-end logistics subsequently fail to deliver. A classic case of cart before horse.
Brand Fandom Loop.
At Lily Marketing we focus on elevating business performance focused around 4 interconnected strategies. Collectively these align across what we call the Fandom Affinity Loop shown below…
We help build business attraction through creating desire and expectation. It’s about helping engage existing, past and potentially new customers:
Brand strategy - creating and carving out a compelling market/anchor position
Marketing strategy – targeting & amplifying what we offer to drive interest
Digital disruptions have transformed the way we communicate with each other—and especially how brands engage with consumers. Companies can no longer hide behind a well-constructed marketing campaign and a few key spokespeople.
So, we help build business traction across the entire consumer journey through the customer experience and being able to leverage customer motivation and behavioural insights through data.
CX strategy – designing rewarding experiences that consider TX implications
Data strategy- leveraging insights that reinforce and build loyal behaviour
Collectively these create actionable business strategies centred around the customer heartbeat.
In a customer-centric organisation, business leaders listen and learn from the people they serve first—and then, with that knowledge, create internal conditions to meet those customer needs. Once you find what makes your customers (and employees) tick, you can continue to build upon that success.
So, if you are challenged with elevating your business performance get in touch to find out how we can best support you on this journey.