Of all the people employed at your organization, how many
understand the process your customers go through from acquisition to retention? Marketing-driven organizations create an
internal culture around the customer experience so everyone knows how customers
are pursued, how they are communicated to, why customers choose to do business
with your organization and why they stay loyal to your brand.
If everyone knows the customer experience you can build
additional value at each step, which should be an objective of every
marketing-driven organization; adding value to the customer relationship with
every single touch point.
For example, at Widen we have major software upgrades every
4-months to our digital asset management system. Customers don’t have to do anything they just
inherit the new DAM functionality we publish.
That was our DAM software development teams providing value to the
customer relationship by creating software architectures that are
sustainable. Marketing and support picked
up from this point and added value to the customer relationship by providing
formal training sessions and individual sessions to help customers understand
the benefit of these upgrades and how to use the new functionality. One example of how an organization understands
the customer experience to add value to the overall relationship.
Change the culture: maximize the customer experience by
adding value to relationships with every single touch point.