Marketing, meet CX. Everyone talks about the marketing tactics that are good for ecommerce brands. But what about the strategies that are good for the customer experience? Subscribe to cxploration to learn the insights your customers want you to know.
Weāve all said it (or at least read it):
āThe moneyās in the list!ā
And, sure, that's absolutely true. Marketers love to whip out the go-to stat about emailās 4200% ROI (and, once upon a time, I included that stat in cold pitches and on my website). Ka-ching, baby!
But what else is in the list. Besides the make-it-rain cash pile?
Oh yeahā¦ people!
And while we know that, it seems like we sometimes forget. Which means we risk sacrificing the customer experience for the sake of squeezing just a liiiiitle more revenue out of our emails/texts/websites/chatbots/[insert your favorite touchpoint here].
So even though Iāve been guilty of the reductive āmarketing = $$$ā mentality, I guess I was still a little surprised to hear this from a speaker at the DTCX conference last week.
Wait, Iām sorry, I was looking for the Customer Experience conferenceā¦.did I take a wrong turn?
The speaker backtracked as soon as he started reading this slide. He tried to soften the blow with, āOk, well, I know this sounds bad but I wrote it last nightā¦.ā Yeah, that actually does sound bad.
But the reality is that plenty of brands treat their customers as an extractable resource (and when you put your Customer Hat on, I bet you know exactly what it feels like when you're on the receiving end. Yuck.).
So what do we do? We all need to make money to keep our businesses afloat. But we need to be careful that in each interaction we arenāt treating people like walking ATMs.
What could it look like if we shifted from a more extractive model (thanks, capitalism!) to regenerative?
Letās dive into this weekās links to try to find the answersā¦
Looking beyond conversion metrics
Matt Mullenax, co-founder and CEO of Huron, joined the Up Next in Commerce podcast and explored what a brand can do when they shift to long-term thinking.
Here were a few ideas that stood out to me:
To me, thatās a tangible example of what it looks like when youāre not set on extracting revenue from your customers. Theyāre leading with trust and, in Mattās words, focusing on āthe humanization of brand.ā
I highly recommend this one because Matt shares some really fantastic email marketing ideas that are begging to be swiped.
šListen now: Up Next In Commerce - The Difference Between Men and Women in Marketingā
. . .
Impact, Intention, and Scale (aka Vibes > Metrics)
Val Geislerās approach to email marketing is the opposite of extractive. So when she dropped this little nugget just a few minutes into this episode of Conversational Commerce, I knew I was in for a treat:
Valās here to remind you that even though your marketing touchpoints may feel like one:many and not one:one, they still need to be two-way conversations.
Val also sharedā¦
This episode is equal parts customer advocacy and email marketing (two of Valās areas of expertise) and the perfect complement to Mattās episode. Listen to them back to back and you'll notice some consistent themes.
šListen now: Conversational Commerce - Val Geislerā
Let's celebrate brands that are doing things right, raising the ecommerce bar, and delighting their customers. This weekās Delight Discovery comes from a (now) happy OLIPOP customer. Letās see how Eli handled it (and celebrate the end of an era now that Eli has announced his new role at Jones Road Beauty):
February 27th 2022
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š„° Kyle started as a very unhappy customer just 9 days before this exchange. On February 19, he tweeted, āWho in their right mind drinks OLIPOP? I never wanna taste that ish againā (and kindly didnāt tag the brand while dragging them)
š„° Eli found this tweet anyway (because searching for your brand name on Twitter is probably a smart idea!) and did two amazing things. 1) he acknowledged that taste is subjective and thanked the customer anyway, and 2) offered to send Kyle a free variety pack to see if he could find a flavor that suits him
š„° The end result speaks for itself. Kyle knows that OLIPOP went above and beyond here with this solution (that straddles the line of reactive and proactive CX) and now heās a happy customer!
When we listen to customers, we find buried treasure. Hereās this weekās featured product review thatās full of swipe-worthy customer language.
This review represents one of my favorite types of customer: the skeptic. Letās look at the meaning behind some of her language:
Seems like this brand is the deodorant that makes you realize thereās nothing wrong with you (itās those other brands who were only in it to take your money and not deliver a product that works!)
Bonus takeaway: Look at the word cloud that Amazon pulled for this product on the reviews page. Right there alongside features & ingredients are ānone have workedā and ātried every.ā If your products have this, speak to the skeptics in your messaging!
I'm working to find the best of CX Twitter. Here are a few Tweets (new and old) that caught my eye this week.
February 18th 2022
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Looking for a way to strike up a conversation with your customers? Browse the post-purchase survey prompts shared in the replies to Matthew's tweet.
May 29th 2020
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Hereās another reason why we canāt keep extracting money from people: because money isnāt infinite (unless your customers are billionaires - their money is infinite). You canāt āextract as much money as possibleā from every website visitor because people have other things to do with their money besides buy from your brand.
March 7th 2022
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Monica reminding us to think through the customer journey! You have to earn their loyalty (and that doesnāt happen before they even receive their first order!)
Let me know what kind of CX, marketing, and customer-focused curiosities you've been exploring lately. I'd love to hear what you've discovered.
- Megan
Marketing, meet CX. Everyone talks about the marketing tactics that are good for ecommerce brands. But what about the strategies that are good for the customer experience? Subscribe to cxploration to learn the insights your customers want you to know.
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