Let’s face it, Out Of Home (or OOH) as we know it, is dying! Ad revenue in print media has been steadily declining over the years too. That’s because social and digital media have made content more fluid, readily available to the masses in a variety of languages through click & share and online influencers.
Once the advert touches the end customer, the next step is for the brand to bring him/her to the various touch points – website, mobile app, promotion etc. Here’s where the Customer Experience (CX) kicks in and is expected to work its magic. CX can increase customer stickiness as he/she begins to patronize the brand and the experience it provides.
The pitfall that most firms fall into is not providing consistent experience across all touch points. Social media in particular is overlooked as an important channel and an asset to develop an affinity towards your brand amongst your end customers. Social media posts are largely one way with no coherent and strategic way of managing content, replies and sentiment. Used wisely and effectively, this channel could help turn a brand on its head by building a strong community of brand supporters online and reduce the workload for your customer support and service staff.
In this digital age, listening to your customers develops empathy which in turn helps build a strong relationship between your brand and the customer. Customer experience is the glue that helps strengthen this bond.