Looking back at 2014, many Lithium customers were engaged in efforts to transform their social customer experience. Advancing the business’s orientation around the customer's point of view was an overarching goal for 2014. Re-envisioning the enterprise value of community or envisioning a more integrated online community, were also top of mind for many customers.
As we enter 2015, three best practices for managing the social customer experience are emerging. Large B2C brands, focused on managing the customer experience all have a similar short list of key focus areas.
This post outlines a three emerging best practices for managing the social customer experience.
Personalization: Know me
Today's digital consumer expects to be known. When brands show they know the customer, loyalty develops. Designing shared experiences that align the customer lifecycle with the customer journey is critical.
Personalization initiatives that are on tap in 2015 include:
Customization: Engage me
Acquiring and retaining customers by promoting product features is expensive and risky. Access to product and price info via search and social channels is undermining brand loyalty.
Customization initiatives that are on tap in 2015 include:
Process Optimization: Make it easy for me
Learn how to make the customer experience simpler. Identify the critical employee-to-customer engagement touchpoints needed to build innovative products and experiences.
Process Optimization initiatives that are on tap in 2015 include:
So what does this mean for 2015?
So as much as things change, they also stay the same. 2015’s trends build on what we have already seen working well this year. Businesses need to embrace the outside-in point of view. Marketing programs must use all information available from the social customer experience. Customer experience will trump product feature and price. 2015 will be the year that customers demand simplicity from the brands they love. Brands who deliver beautifully simple experiences create consumer habits that make loyal lifetime customers. Brands who can’t deliver simplicity, will become irrelevant.
Xavier is Director of Social Strategy at Lithium. His time at Lithium is spent focusing on building digital transformation and long-term customer engagement programs and solutions for our enterprise retail, marketing and media customers. Xavier has been a featured speaker on topics including web analytics and digital branding, CRM and customer loyalty at shop.org, eMetrics, The Word Of Mouth Marketing Association and the University of Washington’s Foster School of Business.
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