How much does marketing impact customer experience?

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Customer experience isn’t just a department – it runs through every function of a business. Every department should consider how their outputs could be interacted with by customers, and design them with that in mind.

There’s no such thing as marketing without customer experience (whether you consciously plan for it or not). A strong understanding of customer experience principles, the customer journey, and weaving that into clear customer personas can be used in all aspects of marketing.

To kickstart the customer journey in the best possible way and create a lasting first impression, you should be putting your customer at the center of your marketing strategy and all the campaigns that you work on. This blog will detail how customer experience affects a marketing strategy (and vice versa).

Marketing starts with customer experience…

If there’s one thing every marketing team should should be doing when creating a marketing campaign – it’s how to nurture their customers from awareness to completion and understand how the business can deliver to their needs.

This approach will not only boost lead generation but also has a positive impact on long-term engagement and brand loyalty.

Now think about creating a great marketing campaign – where do you start?

Begin by creating a persona of your customer, what are their pain points, concerns or worries? This sets the scene that you’re empathising with your customer and understanding their needs.

Focus on nurturing your customers by tackling these issues in your marketing strategy and you’re already improving the customer experience.

From building a strong brand reputation to mastering your marketing or sales strategy – at Think Wow we prioritise customer experience at every stage.

Why should you start your marketing strategy with a customer experience strategy?

There’s no such thing as marketing without customer experience. Customer experience encompasses how a customer feels about each interaction they have with your business across all touchpoints so of course – this includes marketing.

This also includes any type of communication with the customer. Sales, advertising and customer service all make up a customer’s experience. Any time a customer interacts with your business, it either enhances your brand reputation develops the overall customer experience – or has the opposite effect… Departments who aren’t aware of and focussing on customer experience best practices can cause significant unintentional damage.

Traditional marketing strategies usually focus on pushing promotional content across multiple channels, which does not engage customers as potential customers do not like to feel forced to buy.

Instead, you should analyse how you’re communicating with your customers on your website, social media, emails and so on. Get to know your customers, show that you genuinely care and see how your customers interact with your brand. This will help you to start a meaningful marketing strategy and provide exceptional customer experience.

How does marketing play a role in the customer journey?

How does marketing play a role in the customer journey?

Marketing plays a huge role in the entire customer journey as the marketing funnel and customer journey are directly linked.

  • At the awareness stage, customers need to be educated and informed on your product. Tell your customers why they NEED your product and pique their interest.
  • At the interest stage, create personalized experiences with emails and newsletters.
  • At the consideration stage, nurture your customers and prove you offer something different than competition with compelling case studies, 5 star reviews, and trial periods.
  • At the intent stage, offer incentives and send abandoned cart emails, remind customers about the benefits of your products.

Don’t celebrate too soon at the purchase stage – you’ve got to RETAIN your customers and continue to give an amazing experience. You can read more about the customer journey here!

As you can see, marketing pops up throughout the customer journey, not just the initial advertising stage!

Customer Experience Management

Marketing and customer experience go hand in hand, but when it comes to customer experience, marketing strategy is just one piece of the puzzle.

Customer experience management, whilst a complex process, can be boiled down to the principle of understanding and setting customer expectations, and then meeting them. An effective CX leader will oversee how customers interact with every part of your organisation throughout the entire customer lifecycle.

A poor customer experience is one of the main reasons churn rate increases, so marketing teams should work closely with sales and customer service to enable the organisation to create and execute a customer experience strategy that increases retention and supports revenue growth.

“73% of consumers say that CX is a deciding factor when making purchase decisions.”

Companies that prioritise customer experience are far more likely to retain and impress their customers, driving sales and brand loyalty.

Is customer experience a part of marketing?

Investing in customer experience is the best thing you can do for your marketing and for your business, especially when:

“Customer centric companies are 60% more profitable than companies that don’t focus on customers” (Source: Superoffice.com)

Why wouldn’t you want to invest into giving the best experience for your customers?

Marketing will only go so far without delivering a great customer experience and you will be missing out on the opportunity to create meaningful relationships with your customers. If you really get it right, your customers will actually increase your marketing output, as they will be happy to talk positively about your brand and spread positive word of mouth.

Referrals and reviews are powerful social proof and form a large part in the decision-making process of the modern consumer.

Where can you start creating a customer experience in your marketing strategy?

The marketing strategy should always be looked at from the customer’s’ point of view – whether it starts from online advertising, a billboard, or a LinkedIn message!

Start by reviewing where your customers will begin to interact with your brand. Most interactions start with a website. Is your site easy to navigate? Is it easy for the customer to contact you?

If the customer contacts your customer service department, are they quick at responding and solving any issues? Do you ask customers for feedback about their experience?

Customers will be more than happy to tell friends about their experience, whether it’s helpful phone calls, a personalised email with a discount or a shout out on social channels. Make sure every stage of customer engagement is smooth and stress free.

Start with your social media too, are you interacting, engaging and answering customers? Keeping up to date with customer service online is especially important in this day and age. Slow responses will tell customers you don’t care, which will severely impact the customer experience.

Customer experience in digital marketing

Customer experience in digital marketing

Thinking about all the digital interactions your customers have with your brand is very important. This could also include mobile apps, chat bots, social media or your website.

Customers don’t like talking to chat bots when there are urgent issues, so make sure you’re quick and easy to contact when customers need a human to help.

Mobile apps are a great way to encourage customers to purchase and are becoming increasingly popular with ever more people using mobile devices over computers.

“98% of businesses that create a mobile app marketing strategy get good results”

(Source: digitaldoughnut.com)

Develop a marketing strategy for your mobile app and make sure your app is easy to navigate, easy to read and isn’t too overwhelming for the customer – the same goes for your website.

More than ever, customers use online reviews as a form of social proof. Provide positive reviews and prove that you can offer positive experiences for your customers on social media, as this can greatly influence customers’ purchase decisions.

Customers (especially new customers) will engage with your company online and leave feedback, this can help you figure out where you need to improve your customer experience – but you obviously don’t want them to have a poor experience that is subsequently broadcast to their 10,000 Twitter followers!

Ideally, contacting all customers for feedback will give them the chance to vent any frustrations they might have (and for you to resolve them!) without it turning into a negative review – or a public smearing!

Customer feedback is an extremely effective and consistent tool to improve the customer experience and gathering feedback for all stages of the customer journey can pinpoint where you need to improve.

Conclusion

In conclusion – customer experience is a huge part of marketing and vice versa. Marketing strategies that embed CX principles into their design will not only be more effective at lead generation, but can actually help to improve the long-term retention of new customers.

Investing into your customer experience strategy and increasing awareness across your business could significantly improve the ROI of your marketing campaigns, generate more online reviews and help build a strong connection with your customers.

Not sure where to start? Contact us today to create an exceptional experience for your customers!

Picture of Chloe Russell
Chloe Russell
Chloe’s passion for Marketing started back in 2020 when studying Creative Media and analysed many creative campaigns, and is now our Marketing Executive, writing blogs and managing our social media channels.

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