Customers can be difficult to understand, let alone form a lasting relationship. Using customer experience maps effectively gives you a much better chance of cracking it and building a long term connection.
If you have customers, you’ve already reached a milestone to be proud of. They obviously like something about our products or website that motivated them to make a purchase, so now you need to really engage with them.
A strong content marketing strategy is essential for good communication and building brand loyalty.
Customer experience mapping helps you to understand where your buyers are coming from and the things that motivate them to interact with you.
Put the two together and you have a winning strategy.
Of course, you could just carry on as you are and not bother with customer experience mapping. After all, it’s just another thing to add to your to do list and it can take a lot of time and effort to get right. But the problem with complacency is that sooner or later it will probably come back to bite you.
Never assume that you’re doing brilliantly just because you have customers. A lot of businesses make the mistake of telling themselves (and everyone else) that they deliver outstanding customer service, but don’t be so sure that this is translating to the end user. In fact, although 80% of businesses claim to deliver a superior experience, only 8% of customers agree.
No matter how well you think you’re doing, if you’re customers don’t agree it’s only a matter of time before they leave you for someone else.
Customer experience mapping delivers much more than just a snapshot of typical transactions; it takes you through the whole lifecycle of being a consumer. Using effective mapping tools will help you:
- Create consistent messages
- Bring the different departments in your business together
- Make customers the main focus of your business
- Identify critical moments that affect customer behaviour
It’s a holistic approach to customer service, bringing together all the key elements that make your business tick and encouraging them to work together for a common goal.
Creating a customer experience map isn’t a quick job. You will need to get the right people around the table and set aside a good number of hours to brainstorm and identify your ideal customer. But once it’s done, your content marketing strategy will be much easier because you’ll have a much greater understanding of who your customers are and what they expect from you.
If you can understand your customers’ personalities and aims, you’ll be able to tailor your content more effectively than ever before. When people are engaged and feel appreciated, they’re happier. And happy people will keep coming back.
To find out more about how customer experience mapping can help you create a winning content marketing strategy, contact Ethos today.