Consumers expect a consistent experience regardless of the channel. Take a minute to learn about how breaking down the silos in your marketing mix can lead to a positive customer experience.
Customer Experience: Breaking Down the Silos
One component of our marketing programs, that has a dramatic impact on the customer experience is media mix.
Almost as often as we talk about “the year of the customer”, we talk about the year we finally break down the marketing silos that keep online programs and offline programs distinctly separate.
A strategy that focuses on CX has to include the buyer’s journey – the path a consumer takes to purchase, a path that more likely than not, spans multiple channels. Consumers expect a consistent experience regardless of the channel. Think about the email you send that offers a 10% discount, the direct mail piece that offers $10 off, display ads that offer free shipping and the website that offers nothing.
How will this impact the customer experience? You can be sure it will be negative.
If you are not at a place where you can break down these silos, how can you bridge that gap?
- Think about how the consumer is engaging with your brand before they see your email and how they will engage after.
- Create journey maps and provide everyone in the organization access to them.
- Leverage new channels designed to bridge the gap between online and offline programs, like web-powered direct mail.
That is the secret. Creating a fluid experience, regardless of the way the organization is set up, that takes into consideration consumer preferences and their path to purchase, will lead to a positive customer experience.