The importance of customized customer experiences in marketing
How significant are custom customer experiences for today’s consumers? How can companies deliver a unique customer experience in an ever-changing market environment? In the webinar, Canter CEO Patrik Palatz and Priint Group’s Sebastian Hardung will discuss why these are important in marketing, as well as tips on how to create these enriched experiences.
In order to be able to provide a unique customer experience, a company must be able to implement customized experiences at every customer contact point within the company. Today, customers want their purchases to include more than the product or service itself. An example of a Starbucks case in a webinar where customers get a personalized experience in a coffee shop; the coffee order is exactly written on the customer’s coffee cup in addition to their name. At this point, the customer no longer pays for the service that is available when buying coffee, but the customer pays not only for personalized coffee but also for the well-designed environment of the café, for example.
The return on investment (ROI) increases by 15% when companies combine digital marketing with traditional marketing
Study conducted by Colorado State University
Screenshot from webinar
Before companies can provide a personalized customer experience, product information must be up-to-date and consistent at every possible point of contact in the customer’s purchasing path. If the product information is the right kind, the company can control marketing and product placement. In addition, the importance of collaboration in creating unique customer experiences is emphasized. Everyone who is part of maintaining and sharing data is also responsible for the smoothness of the customer experience. Technologies such as Product Information Management (PIM) make collaboration easier and better.
In the webinar, Palatz goes over three tips to make your product stand out in the market:
1.Product’s story
“The world of marketing can already show a little digital fatigue. It can be very challenging to make a product stand out, so the product itself has to tell a story so that it gets a breeze under its wings” says Palatz. He lists the company’s tone of voice (used both internally and externally), differentiating the product portfolio and product content, choosing the right channels, and making the right decisions as key steps.
2.Choose your battle – create rich and up-to-date content that adapts as needed
“By this I mean, for example, choosing the right marketing channels because they are constantly being renewed and I have not yet seen a company that has been able to be active in all channels” Palatz continues. Choosing a company’s own ecosystem and network are the first steps to adaptive sales and marketing. “It’s important to adapt to situations and maintain rich and up-to-date information at the company’s contact points.”
3.PIM as a product information management glue
Collecting and aggregating data from different departments and channels in the company is paramount. Locating data warehouses, data fragmentation, and data collection and aggregation provide a 360-degree overview of data. “Enriching and organizing information for sales and the customer is one of the most important steps in creating an impressive customer experience” Palatz concludes.
Screenshot from webinar
The purpose of the market is to provide solutions to various consumer problems. For this reason, standards and classifications make it possible to identify, compare and adapt solutions to the right needs. Translating and locating product information supports trust when it comes to sales. For example, translating a message into different languages is not enough; the message should also bring out the context and narration of the story in the language and manner of the target country. It is important to take cultural differences and their different aspects into account when communicating with different countries. Finally, structure and metadata help companies automate and analyze different contact points within the target group.
