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Market Research Refines Customer Expectations

Customer experience (CX) and brand management are inseparable. In fact, one could argue that maximizing the customer experience is the goal of brand management.

CX is the sum of all of the expectations and interactions a customer has with a brand—from awareness to purchase and beyond. In the digital age, marketers must keep the entire customer journey in mind and resist the temptation to limit their definition of CX to the internet and online ecosystems.

stakeholder communications strategy

A strong, desirable brand is built on a positive customer experience. Of course, when customers have a positive experience with a brand, they are more likely to become loyal customers and brand ambassadors. Negative experiences can damage a brand and cost market share faster than ever in the digital age.

“The digital revolution is real and evolving, so our online presence is often the first impression or the impression made immediately after receiving a recommendation from a friend,” said Gary Chandler, CEO of Crossbow Communications. “We only get one chance to make a first impression and we usually only get one chance to make a bad impression throughout the customer journey. Strategic planning is more important than ever.”

Chandler said that it pays to build interest and understanding among audiences that are looking for our information and those who are looking for our competitor’s information. It pays to over-deliver on all expectations—especially when it comes to performance and value.

“When people have an exceptional customer experience, they like to talk about it,” Chandler said. “We want our customers to talk about us and we want to empower them with great ammunition for their conversations and social media posts.”

There are many ways that companies can use CX to improve brand management

  • Market Research:  Collect customer feedback through surveys, social media, and other channels. This insight can help identify areas where the customer experience can be improved. If customers are complaining about a particular feature of a product, the company can respond accordingly.
  • Personalization: Companies can personalize the customer experience by using data about customer preferences. For example, a company could recommend products to customers based on their past purchase history.
  • Convenience: Companies should make it easy for customers to do business with them and to recommend their products and services to colleagues, friends and family. This includes having a user-friendly website, making it easy to return products, and providing excellent customer service.
  • Track Web Traffic, Apps and Digital Advertising: What pages and are the most popular and which ones are the most productive (clicks, conversions, etc.)? Why are these pages the best? What lessons can we transfer to other pages to strengthen the entire site? What web pages and apps are the least popular and the least productive? What key words are the most productive in your digital ad campaigns? What market segments are the most responsive in each campaign?
  • Track Competitors: When competitors stumble with customer relations, be prepared to take advantage of the opportunity to capture market share.

What else are you doing to track and improve the customer experience online and in daily life?

advertising agency and public relations firm

Crossbow Communications is an award-winning and record-setting company that handles all aspects of brand management. We integrate marketing and public affairs for consistency, credibility and maximum impact.

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Author: Gary Chandler