Master the Evolution of Customer Experience-Based Marketing

How to Master the Evolution of Customer Experience-Based Marketing

By Mary Bonczkiewicz

KEY TAKEAWAY

In the ever-changing world of industry trends, it is crucial for businesses to optimize their customer experience-based marketing strategy to improve their customer’s journey.

While the goal of providing customers with a positive experience has always been important, how businesses do so has changed exponentially over the decades. From the human-to-human charm that earned sales in the 1920s and the budding idea of customer experience-based marketing in the 1960s to today’s shift to digital experiences, it’s important to follow along with industry trends to get ahead. In the ever-changing marketing landscape, it is crucial for your business to optimize your customer-experienced based marketing strategy to improve your customer journey. Let’s take a look at how customer experience (CX) tactics have changed over time, and what to look for in the future of CX marketing.

Back to the Past: Styles of Marketing

CX marketing tactics have always been present in some capacity. Even in the days of bartering, traders would have shown their best products upfront to highlight their business.

1920s

Prior to this decade, human-to-human charm was heavily relied on to earn loyal customers. It wasn’t until the 1920s that the idea of marketing research was born from American psychologist Daniel Starch. Starch wrote several books in the advertising and marketing field, including Advertising: Its Principles, Practice, and Technique and its follow-up Principles of Advertising (1923).

1930s

In the 1930s came the introduction of public opinion data. The Gallop Poll published its first public data release in 1935. The poll focused on the heavy subject of the Great Depression and relief and recovery. Gallop went on to conduct polls more relevant for market research and continues to do so around the world today, helping gauge industry trends and customer opinions that help build CX marketing strategies.

1940s

Robert K. Merton formed focus groups in the 1940s. They were created to gauge the effectiveness of propaganda and have been used in marketing to see how potential consumers will react to products and services.

1960s

In the era highlighted by the hit show, Mad Men, CX focused on wining-and-dining clients and positive human-to-human consumer experiences.

1980s

Total Quality Management (TQM) was introduced during this decade. It emphasized maintaining quality customer service and improving customer satisfaction.

1990s

With the birth of the internet in 1983, and the widespread understanding of it coming to fruition in the 90s, this was the decade that began an impactful worldwide change in how businesses and consumers alike saw the customer experience.

The internet helps customers:

Shop around more easily, rather than going from store to store to browse
Look up reviews to further inform their purchasing decisions
Choose the product/service that fits their needs best

Present Day Customer Experience-Based Marketing

The customer experience is more essential to maintaining a healthy business than ever before. Since the internet became popular, CX has become crucial to a business’s success. More so, with the pandemic affecting consumers and businesses worldwide since 2020, COVID-19 accelerated the digital transformation of cloud technologies.

Luckily, with the evolution of technology, it is simple enough to give customers a seamless online and in-store journey. Here are some ways your business can implement CX marketing without any friction.

Create a Seamless Customer Journey

Did you know that 75 percent of customers say they will pay more to do business with a company that provides a good customer experience? Since the pandemic, customers need a refreshed CX that is digitized and more efficient. Customers want the option of holistic digital experiences both online and in-store.

Here are some top CX-based strategies your business should consider implementing:

Offering drive-up services

Implementing mobile-friendly websites and apps
Improving checkout flow
Creating custom content
Ensuring links and buttons work on websites and in emails

Gauge Customer Satisfaction

Implementing surveys and incentivizing customers to leave reviews are a huge part of gaining new customers and retaining current ones. In a time where social media dictates most trends and where consumers can voice their opinions easily and accessibly, it is vital that your business earns positive reviews. Check out this customer review from TikTok.

It is also beneficial for businesses to use reviews as real-time insights so they can implement what customers really want to see.

Analyze Audience Behavior

With the rise of content creation and marketing technology, Everise writes, “each customer action can now be tracked, analyzed, and acted upon.” Analyzing audience behavior plays a pivotal role in updating your businesses CX strategy by understanding what it is customers like and dislike. After analyzing the data you collect, creating personalized ads and deals that appeal to customers’ interests will come naturally.

Agile Customer Experience-Based Marketing Strategies Will Triumph

In the ever-changing world of industry trends, businesses must optimize their customer experience-based marketing strategy to improve their customer’s journey. After looking at how CX-based marketing strategies have changed throughout the decades, we can envision the different needs of consumers in the future. Advanced chatbots, cloud technology, augmented reality and virtual reality advertising, and the rise of NFTs may all be the ways of the future of CX in our hyper-competitive digital world. Like the human-to-human charm of the 1920s led to customers trusting content creator’s reviews in this decade, the customer experience being built today will influence what we’ll see in the future.

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