As we’ve mentioned in previous blog entries, “Customer Experience” has become a critical facet in every marketing mosaic. It involves a unified approach to every interaction a customer has with your business. In other words, Customer Experience is essentially a business-customer relationship. Gone are the days of trying random, unrelated marketing tactics and seeing what happens; these days, an integrated, cross-media approach is the only viable one. And print can play a significant role in the success of this approach.
Marketers know that a data-driven campaign complete with measurable metrics produces the best results. You have to intimately understand your customers to effectively market to them. While a great deal of marketing data is collected from online purchases and other online activity, your customers' offline spending habits may be different. Coupons, vouchers, and other print reward systems as part of a loyal program can help fill that data gap by showing you the types of offline purchases a particular customer makes. In-store customer satisfaction surveys can still be effectively used for this purpose as well.
Once you have usable data, you can personalize your marketing techniques, using print to enhance your online marketing strategies. For instance, if you have a group of customers who are parents of small children, you can develop a coupon booklet to mail to that specific set of consumers. The booklet can direct those parents to a relevant blog or Facebook post, where they can find tips and advice for parents and share their knowledge and experiences with other parents. Your marketing team can devise a separate strategy for college students, health-conscious consumers, and so on. Your customers will feel like you know them, and you won't spend thousands on print material that will just go in the trash.
The Follow-Up Experience
Loyal customers will remain loyal when they feel like their opinion is being heard. Social media platforms designed to spark conversation are a great place to start. For many, simply typing a line or two about their experience at your place of business is enough. Print can take it a step further, however. After a successful event, such as a fund-raising event or an inventory reduction sale, send out letters personally thanking customers for their participation. When a customer leaves negative feedback or calls with a complaint, a letter signed by the business owner or CEO thanking them for their input can turn a negative experience into a positive one.
A customer experience strategy takes commitment. It also requires the street smarts that only comes from years of experience to be truly successful. At Roundhouse Marketing, we’ve been working with print for every one of our 94 years in business. We will help you understand how to continue using it as a key part of a cross-media customer experience strategy that generates life to your sales.