What’s in your inbox?
Chances are you have at least one email from a retailer awaiting you. A sales message. One you will likely delete without opening.
In an era of nonstop appeals, consumers have become adept at tuning out unwanted solicitations. So how do brands avoid dismissal?
First, they must recognize that customers are people. This nugget of wisdom underlies the advice of loyalty and engagement expert, Brandon Carter. He boils it down to approaching customer relationships like real relationships. You know, those based in understanding and mutual benefit.
But is customer engagement really that simple? It can be… if you know your customer.
This is precisely why we’re so committed to audience intelligence. Only in observing and listening to what customers think, feel, and need, can brands respond appropriately. We lead our clients through this process, but if you’re ready to dive into customer research yourself, these 12 tips will help you structure and streamline your way to success.
Okay, so you’ve done your research. Now how do you translate it into meaningful engagement?
A common next step is the creation of customer personas. Fueled by insights, personas can help you relate and develop empathy for your audiences. Remember, there is a the person behind that purchase. We like Xtensio for creating personas. Just be sure to avoid these four common pitfalls.
Now, let’s go back to that email you’re about to delete. The sender very well may have gathered audience intelligence and developed a customer persona that resembles an eerily accurate horoscope. So what gives? All the data in the world is meaningless if brands don’t prioritize customer experience.
These five retailers demonstrate what’s possible when customer experience comes first. Despite targeting very different demographics, they each educate, add value and facilitate engagement on their customer’s terms. And that sends a message you’re far less likely to dismiss.