This week’s CMO Perspectives is all about relationships. It’s the CMO’s role to tend and cultivate relations with customers. Even if your customers number in the thousands or more, each one should feel as if they’re the one and only. That’s not an easy feat! Customers don’t like receiving random pitches that don’t apply to them. The main message of these articles is: Make it personal!
CMOs Face a Major Dilemma [Oracle Modern Marketing Blog]
It’s easier said than done. In the digital age, marketers are tasked with providing personalized messaging across channels, and even in store. But this is not what’s happening on the ground. In reality, most customers are still receiving random promotions, messages and content that don’t map to their interests.
According to Accenture, only 21 percent of customers receive a personalized experience across all channels. How do CMO’s change this scenario? This article offers a solution in a terrific infographic.
5 Strategies For Creating Extreme Loyalty With Your Customers [CMO.com]
Author Ido Mart offers five strategies for creating customer loyalty. First, offer your customers value. The value could be product and service related, or it could be just a great feeling customers receive when interacting with your brand. Second, systematically over-deliver on what your customers expect, adding an exciting element of surprise to their experiences. Third, even if you have a lot of customers, treat each of them as if they were the one and only. Fourth, use big data to give each customer the right offer at the right time. And finally, stop avoiding mobile. Find a way to live on your customers’ phones.
Connecting with your customer [Purematter Blog]
This video interview with Ted Rubin (@TedRubin), the most followed CMO on Twitter, is all about listening to your customer. Ted Rubin is also #13 on Forbes Top 50 Social Media Power Influencers, 2013, and number #2 on the Leadtail August 2013 list of Top 25 People Most Mentioned by digital marketers. His book, Return on Relationship, was released January 29, 2013.
The fundamental tenet of Rubin’s philosophy is “return on relationship.” The key to continued success for any brand/retailer/e-tailer is identifying with the customer. Companies need to listen and adjust their message to make it relevant. Otherwise loyalty to their brand will decline. Enjoy this insightful interview.
Make Good Customer Experiences Easy [Customer Think]
Upgrading to a new model of any kind of product can be an exciting customer experience. Buying an upgrade means customers are giving you a new revenue stream and market share. So how do you show your appreciation? Make the upgrade experience a good one! The author offers several tips for how to go about it.
First, ask yourself certain questions, for instance, what do your customers love about their current experience? Second, design your upgrade with the answers to these questions in mind. Give customers more choices and more control, not less. Third, make it easy for customers to find information that will help them adapt to the new model. These are just a few of the gems you will find in this helpful article.
We hope you enjoyed our picks and bookmarked a few articles for future reference. Please don’t forget to share with other CMOs.
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