The customer experience is defined over innumerable touch points.

Branding and customer experience go hand-in-hand.

Every time your customer interacts with your brand, from visiting your website to speaking with one of your employees, is part of the customer experience and representative of your brand.

A few things to consider about how your customer experiences your brand:

– You have less than five seconds to engage a visitor on your website.

– 98% of online advertising is wasted.

– Every two days we create as much content as existed prior to 2002.

– Mobile phones are the most common device used to access the web.

Marketers must remain agile and be able to conduct a variety of activities:

– Create, design and publish content

– Deliver messages in a variety of media — targeted, multi-channel and social

– Analyze traffic sources, visitors and content versus your goals

– Optimize content, copy, layout and call to actions

This is an ongoing process that never stops for any firm that wants to be engaged with their customers and prospects.

Social media is particularly important to improving the customer experience because social relationships drive business and social media enables marketers to enhance their relationships with customers, prospects and alliance partners via multiple channels.

There needs to be a seamless integration between your corporate site and your social sites.

There are eight levels at which a company might engage:

1. Do nothing, have no social integration and miss a critical opportunity to enhance relationships with customers. The equivalent to sticking your head in the sand.

2. Link to social media but have no strategy for integrating those sites or your messaging.

3. Link to social media and encourage customers and prospects to share on social sites — essentially creating a community.

4. Integrate the brand completely with the social channels ensuring a consistent customer experience regardless of channel.

5. Aggregate discussions on the company’s own site though consumers and prospects may not feel they have the freedom to share what’s really on their minds on a company site versus a social site.

6. Keep users on the company site with links to social pages.

7. Social log-ins will trigger greater sharing and a greater sense of a community facilitated by, but not managed by, the company.

8. Providing a seamless integration between company sites and social sites will ensure you provide an integrated and consistent customer experience.

Companies who have adopted a “customers for life” philosophy also need to commit to “lifetime customer engagement.” Content will be key because content has a short lifespan.

Tom Smith

Experienced marketing professional who has worked with more than 120 clients in 18 different vertical industries. ♦ Differentiate products and services by improving UX and delivering memorable CX to create an emotional connection to the brand. ♦ Obtain insights from analytics to solve business problems and drive revenue. ♦ Develop and implement marketing campaigns that double traffic and leads in three months. ♦ Certified Marketing Automation Professional ♦ Certified Voice of the Customer (VOC) Professional