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Why and how a modern marketing strategy should put customer experience first

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Why and how a modern marketing strategy should put customer experience first 1

By Jim Preston, VP EMEA, Showpad

In 2004, the Leading Edge Forum coined the term ‘consumerisation of IT’, defining a trend in usability and customer experience that would be confirmed by the launch of the iPhone three years later. Long gone are the days of trawling through esoteric and poorly-written manuals, the trend said – if technology isn’t usable off the bat, it’s out of the question.

This trend gradually permeated all of IT, before making its way through customer and buyer experiences, regardless of sector. In fact, research has shown that a staggering 81% of B2B buyers purchase based on the buying experience alone, well ahead of either price or product. Of course, price and product are important, but with markets becoming increasingly commoditised, buyer experience, including the trust and relationships that are built, is fast becoming central to the equation.

However, this experience begins long before a customer meets with a salesperson, hits send on an enquiry email, or calls the sales team. According to studies, B2B buyers will spend an average of 20 hours doing research before they contact someone in sales – and if they’re not finding your content online, you can be sure that they’re finding your competitor’s content.

In short, this means that your marketing strategy needs to be much broader than just a Gantt chart of campaigns – a real marketing strategy encompasses all aspects of the customer experience, before, during and after a sale. It doesn’t matter if you’re in Regtech, payment processing or retail banking, it must be easy (and even pleasant) to find, understand and engage with your content and brand.

Where to begin

Sun Tzu wisely said, ‘know yourself and know the enemy’, and the same is absolutely true for your marketing strategy. Providing a good customer experience and consequently, good marketing, is impossible if you don’t know the market that you’re serving.

For example, if you’re in Regtech, make sure you know the exact ins and outs of the compliance headaches that you’re solving. Regulation is highly nuanced and will vary from country to country and sector to sector – so make sure you understand what problem your company solves and for whom! Regtech often relies on algorithms and big data to make life easier, which isn’t always easy to communicate clearly. Consequently, it’s worth spending time immersing yourself from the outset and fighting through the jargon until you’ve got it clear, so that you can brief teams and create marketing content that will really resonate rather than repel.

Similarly, if you’re working for a business bank, know the particular kind of businesses that you’re targeting – do they work in one country or multiple countries? Are they in particular vertical markets, or are they a generalist? What pressures are they facing at the moment?

Once you have a good understanding of your prospects, how they’re segmented, their challenges and how they work, as well as the respective strengths and focus areas of your own brand, you need a few more things – content, the means of communicating that content, and the means of measuring the success or failure of that content.

Clearly, if we were talking about historic marketing, we’d limit this discussion to just direct mail or events, but today, it needs to encompass all of that, as well as ongoing content that goes to existing customers – and even former customers! This means communicating better with teams like sales, customer success and product development. In fact, there is anecdotal evidence of companies pausing outbound campaigns to focus purely on marketing to current customers, in an effort to delight and retain during the pandemic.

This article won’t go into detail about how to draw up content at a tactical level – this is different for every single organisation – but there are a few very pertinent elements that apply to all companies.

The components of a great connected marketing strategy

Jim Preston

Jim Preston

Be Targeted

First and foremost, don’t do less well, do less, well. Every buyer is almost drowning in content today. Producing infrequent but regular content that is excellent – whether that means being surprising, informative, thought-provoking or just plain useful – is much more appreciated than weekly drivel. In fact, research suggests that buyers often feel overwhelmed when presented with more than five pieces of content, so less is definitely more. Quality content is good for your brand equity, and it keeps you engaged with prospects.

Closely aligned to quality is specificity. In many financial areas, products are strictly controlled and how they are sold and advertised can differ or be limited by regulation. Consequently, it’s important to have a way of segmenting which marketing content goes to which audience – and ensure that this is consistent across your organisation!

Use Analytics

Secondly, have analytics in place that can show what content is being consumed. As John Wanamaker said, “half the money I spend on advertising is wasted; the trouble is I don’t know which half” – and the same is true for marketing. You wouldn’t run an event and not solicit feedback, so don’t create content where you can’t measure its success once it’s been distributed. Being able to tell other teams which content is working really well also helps them – and not just by bringing in new customers. If you can tell the sales team that prospects were really engaged with a webinar on the ePrivacy directive, for example, then that also gives them a conversation starter for their next interaction with a prospect.

Get Feedback

Similarly, getting feedback from broader teams is important, either to reinforce that you’re taking the right marketing approach, or to use their insights to fuel your next marketing campaign. Most large organisations will store and generate a large amount of data every single day, so mining this data to create meaningful insights and translating that into content and approaches that are impactful is extremely important.

Keep Improving

Finally, unless you’re working in a startup, you’re probably not going it alone, so you also need mechanisms to make sure that the content is being communicated and followed-up effectively by all members of the team. This means that tracking what’s been distributed, how it’s been received, as well as providing good training, coaching and performance management of staff, is key.

This also ensures that you can not only do more of what’s been working, but that you can improve things that aren’t. In some ways, it doesn’t matter whether you’re dealing with an underperforming marketing asset or a member of staff – either way, you need to change something and then make sure that it’s improved!

Into the Future

With most western economies drawing a large proportion of their revenue from the service sector (in Germany, for example, this figure stands at around 70%, with the UK at 80%) it’s unsurprising that experience, above price and product, has become a central differentiator. It may have been slower to permeate through B2B organisations in the financial services sector, compared to B2C firms and retail banks, but as budgets tighten through the pandemic and recession, it’s crucial that marketers step up to take on the mantle of being experience champions.

Clearly, this will manifest itself in different ways, but whether it’s better enabling the sales team by producing highly specific content for one prospect, helping a CSM promote a product change because of customer feedback, or simply promoting a new service, the central tenet holds: experience has never been more important.

Business

Is Digital Transformation the Key to Business Survival in the New World?

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Is Digital Transformation the Key to Business Survival in the New World? 2

After a turbulent year, enterprises are returning to the prospect of a new world following an unprecedented pandemic.

Around the country the way we interact with customers, how consumers buy, and what interests the public has rapidly changed. Successfully managing these digital transformations may be the difference between your success and failure at this stage of continuing economic uncertainty.

Of course, the investment may appear unviable, but the benefits maintain growth and profitability. Digital transformations change the way you conduct your business. It allows you to take a step back and reconsider every aspect of your business. This includes the technology you use, how your staff operate, and how customers interact with your brand.

The World Economic Forum has predicted that the value added by digital transformations across all industries could be greater than $100 billion by 2025. Digital transformations are allowing organisations to rapidly innovate.

Accepting this innovative approach to your business right now may spell the difference between company liquidation and prosperity. Here, we look at the benefits of digital transformation and why it’s essential for your business.

Transform your customer experience

The main objective for a business is to fulfil the needs of their customer. A positive experience is vital to retain customers and encourage new consumers to interact with your brand. Likewise, positive customer experience is a core principle of digital proficiency.

A recent study found that 92 per cent of the top 100 organisations have a mature digital transformation strategy in place to improve their customers’ experience. This is compared to all other organisations where only 22 per cent of responding companies have these strategies in place.

One way to achieve this is to recreate your e-commerce platforms to better represent the needs of your customers. A complete rejuvenation can help to identify problems and obstacles in your current system.

SMEs have the opportunity to base their digital transformations on the successes of other businesses. In terms of customer satisfaction, 70 per cent of the leaders reported a significant and transformational value in overall customer satisfaction.

Data-based insights

Digital transformation can help you to better understand your market. By tracking metrics and analysing the data that you collect, you will be able to better understand your customers. You can also gain a clearer understanding of how the sector operates under varying circumstances. This helps companies to make better business decisions.

One survey on the use of data in business showed that 49 per cent of businesses believe that analytics are of most use in driving business decisions. Two-thirds of businesses surveyed believe that data plays a pivotal role in driving strategies.

There’s a plethora of ways that businesses can collect essential data. These include surveys, transactional data tracking, social media monitoring, and in-store traffic monitoring.

Greater collaboration across departments

By centring your organisation around digital infrastructure you can create a consistent working experience. Sharing data and information with your staff can promote idea sharing and innovation.

Organisations are beginning to create companies based on a digital culture. This shapes the way that staff communicate with each other and how technology influences the way they work. This culture reinforces their other digital strategies.

It’s important to maintain engagement with staff during a digital transformation. One report indicates that 79 per cent of companies that focus on culture sustain strong performance throughout their transformation.

When organisations are built around a common goal, business transitions will be smoother.

Improved agility and innovation

Digital transformations allow your business to stay agile, in that it is always prepared to and welcomes change.

The most successful organisations do not follow the beaten track. They look to see how their company can diverge from their original mission and build on their successes. Technology allows these new approaches to be developed alongside extending business enterprises.

One survey shows that 68 per cent of businesses believe that agility is within their top three most important initiatives. This means ensuring that every interaction between customer, technology, and staff is meaningful.

These agile interactions can include, for example, the development and improvements of chat-bots. It all works towards helping locate the best possible options for staff and customers.

Frequent technological innovations  make it difficult to predict what business will look like in the future. Organisations can prepare themselves for this through digital transformations, allowing any future developments and changes to integrate into their business operation.

Being recognised as a digitally transformed business, customers and staff will recognise your attempts to innovate and provide the best possible service. The ability to create additional revenue also highlights the need to adapt to the digital age. The future is showing its face through technology. Businesses must take advantage of the transformed society to change how they operate and reap the rewards.

Sources

https://www.weforum.org/press/2016/01/100-trillion-by-2025-the-digital-dividend-for-society-and-business/

https://www.forbes.com/sites/sap/2017/07/13/why-digital-leaders-focus-on-customer-experience/#4b97fa896228

https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Deloitte-Analytics/dttl-analytics-analytics-advantage-report-061913.pdf

https://www.futureseriesfuse.com/insights/digital-transformation

http://go.nuodb.com/2016-database-report.html

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Virtual communications: How to handle difficult workplace conversations online

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Virtual communications: How to handle difficult workplace conversations online 3

Have potentially difficult conversation at work, like discussing a pay rise, explaining deadline delays or going through performance reviews are hard to do successfully under the very best of circumstances. Now many of us are faced with the additional challenges that remote working presents meaning you need to have these kinds of conversations virtually. A little preparation and advance thought about the direction of the discussion can really help to make the interaction feel more natural and improve your changes of a successful outcome.

Tony Hughes, CEO at Huthwaite International leading global provider of sales, negotiation and communication skills development, shares advice on how to handle difficult workplace conversations online.

Plan your communication airtime

Planning for a call can be an unpopular task, but taking a few minutes to think through the structure and purpose of your conversation can really help you to achieve your objectives – assuming you know what they are! Work out your primary, and also secondary objective as a fall back, so you will not have to rely on pressing for just one outcome if that becomes too difficult to resolve in one conversation.

Think about how you will show empathy

It can be difficult to observe someone’s body language over a virtual camera call so tone of voice is more easily interpreted. Listen carefully for clues to how the conversation is going from their tone and note that nerves tend to make the voice higher and this can be very noticeable – a warm drink may help to relax your vocal cords and deepen your voice. Smiling when you speak (if appropriate) will also help to relax you and the other person. If you need to get it all right first time, practice makes perfect. Practicing with a friend of colleague can help to produce the relaxed tone of voice necessary to sound sympathetic or authentic.

Active listening is essential

Listening is what separates skilled communicators from unskilled and using active listening is key to ensuring the conversation goes well. We demonstrate active listening by acknowledging statements. Acknowledging is not the same as supporting, by acknowledging we show we are listening but do not necessarily show agreement. Using phrases such as ‘I understand’, or paraphrasing statements show that we are aware of their opinion and their thoughts without necessarily agreeing with them. Taking care to allow people to fully express themselves, especially if they are agitated or excited, is key to defusing the situation.

If we must disagree with them, we should take care to make a positive statement before and after the disagreement. This means saying things like ‘I fully understand what you’re saying, and will do my best to help. However, I will need some time to investigate the situation. Let me come back to you in X time’.

Remember counter offers can be counterproductive

Communicating online can bring a sense of urgency to get the conversation over with quickly, especially if people are not used to virtual communication methods. This unnecessary pressure can cause people to make hasty, often ill-considered counter offers or proposals in a bid to reach an agreement about the difficult conversation they’re having or to tick the task off our list. Whether this is agreeing to workloads for the week, or discussing a pay rise – rushing conversations and making hasty proposals can be counterproductive and may show you’re not really listening and intent on pushing your own agenda. Good communication is about listening and understanding the needs of others, whilst maintaining a strong stance.

Avoid irritating verbal behaviours

Having a difficult conversation in the workplace is hard enough without the added complication and tensions that communicating virtually may present! Try to avoid adding to this by keeping the conversation free from irritating verbal behaviours. This means avoiding self-praising declarations by using words such as ‘fair’ and ‘reasonable’ when talking to people. This can cause tension as they can undermine the person you’re speaking to and may cause lasting damage to your relationship.

Other verbal behaviours such as telling someone you’re ‘being honest with them’ or ‘that you’re trying to be frank’, can indicate that you may not have been completely honest in the past, or that you may be suggesting your counterpart is being intentionally dishonest. Steer clear of this use of language. It can lead to tension and a breakdown in communication further down the line.

Remember to show emotion

Perhaps surprisingly, skilled communicators show their emotions and indicate how they are feeling towards a situation more than the average communicator. This skill is particularly important what dealing with a difficult online conversation. For example, phrases including ‘I am pleased we are making progress’ or ‘I’m worried that this won’t work out’, can be used as a substitute for an outright agreement or disagreement as it’s difficult to argue with someone else’s emotions. This verbal behaviour also reveals something personal, which is likely to encourage trust within a conversation. If someone expresses that they’re concerned a deadline won’t be achieved – it’s then difficult to retort with ‘no you’re not.’ When used in the right context, showing emotion is a highly effective way of deescalating confrontation.

Ensure you avoid defend/attack spirals

Defend/attack verbal behaviour is when the focus shifts from the problem to the person and the conversation becomes personal. Skilled communicators avoid this behaviour during a difficult conversation, as it can generate frustration and end very negatively. Usually, involvement in a defend/attack spiral is a heat of the moment reaction and it can be tricky to avoid. Difficult conversations tend to be high pressure, so to avoid this behaviour communicators should aim to understand and resolve, rather than react. This allows the conversation to become open and a solution to be achieved harmoniously.

If you want to learn more about how Huthwaite International can help your team develop a highly effective virtual communications strategy visit: https://www.huthwaiteinternational.com/business-performance-solutions/delivery-options/virtual-learning

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Brand guidelines: the antidote to your business’ identity crisis

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Brand guidelines: the antidote to your business’ identity crisis 4

By Andrew Johnson, Creative Director and Co-Founder.

How well do you really know your business?

Do you know which derivative of your logo to use on a pink background? Have you got a preferred font for PowerPoint presentations? Would you be able to look at a range of social posts and pick out the ones from your brand?

If your answer to any of the above is no, it’s probably time to think about your brand guidelines. Whether you’ve already got a set but feel they need a refresh or you’re starting from scratch, it’s crucial to have a firm grasp on your marketing do’s and don’ts.

Consistency makes you memorable

Before we get into the details of what to include, why do you even need brand guidelines? The simple answer is consistency.

Consistency is arguably the most important element of marketing. It makes your brand recognisable and helps you become known for a certain look and feel. Having a consistent brand also builds familiarity with your audience. People want to know what to expect from you. If you’re persistently using the same logos, imagery and tone of voice (TOV), people will start to take note and, over time, become fond of your brand. This is how brands become household names.

What’s more, just because you think you know your business inside out doesn’t mean everyone who joins your team does. For anyone creating marketing materials for your business, brand guidelines are an invaluable tool to ensure everything is in line with your desired look and feel.

Building your brand

Having a set of concrete brand rules will help your company look its best at all times. So, what type of things should you include in your brand guidelines?

  1. Define your vibe with TOV

Tone of voice is your brand’s personality coming through in words. Do you want to appear funny or serious? Casual or formal? Cheeky or respectful? Enthusiastic or matter of fact? Your TOV will be a blend of these different elements and work on a scale.

In your brand guidelines, you should clearly state “we write like this” and “we don’t write like this”. Are there any words you don’t like? Can you use casual contractions (“you’re”, “it’s”, “can’t”) or would you prefer to take the more formal route and avoid them? Are you comfortable shortening your brand name from, say, “Hyped Marketing” to “Hyped” or should the full name be used at all times?

These are all important things to consider if you want to make sure anyone writing marketing materials for you is on the same page.

  1. Pick (and stick to) your colour palette
Andrew Johnson

Andrew Johnson

Colours have a remarkable way of evoking certain feelings. For example, blue is often associated with trust, which is why you’ll see banks and hospitals use it a lot. Once you’ve chosen your colour palette, it’s important to stick to it to create a cohesive feel across all materials.

Your brand guidelines should contain CMYK, RGB, Pantone and Hex colour references for each colour in your palette. These references make it easy for anyone producing or printing materials for you to ensure they have an exact colour match — rather than just taking a wild guess!

  1. Learn your logos

Your logo should reflect what your company does day-to-day and marry together your colour palette and TOV into one little emblem.

Most businesses have derivatives of their primary logo, which should be used wherever possible. Your choice of logo will depend on where it appears. For example, you might use a white version of your logo on a solid colour background or a black version when colour printing isn’t available. Icon logos (with no accompanying text) also tend to be more suitable for social media profiles.

It’s also important that your guidelines include the correct proportions, opacity, colour usage and exclusion zone so that your logo always appears as intended. No one likes a squashed, off-colour logo!

  1. Tune into typeface

Selecting one or two fonts to be used across all materials is vital for maintaining consistency and expressing your brand personality. Do you prefer serif or sans serif? Sans serif is becoming increasingly popular (particularly for online materials as it’s easier to read on a screen) but serif still has a more formal effect.

In your guidelines, define where these fonts should be used. For example, you might use one  for internal communications and another for external or different ones for online or offline materials. It’s also worth choosing one font for headings and another for body copy or sub-headings. Make sure you note which colours from your palette should be used as well.

  1. Include the right imagery

Elegant copy, snazzy colours and a slick logo are all essential for your brand’s identity. But what about images? It’s key to include a section in your guidelines about the kind of imagery that should be used across your marketing materials.

Do you prefer photographic or illustrative imagery? Should your images feature people? Will you take the photos yourself or are you sourcing them elsewhere? If so, where are you sourcing them from? Get it all written down to ensure all imagery used is in line with the look and feel you want to create.

It’s never too late…

You may be reading this and thinking it’s too late for you to draw up brand guidelines for your company — but it never is.

While it may feel daunting to overhaul the way you produce your marketing materials, progressing with more consistency only cements what works for your brand and helps dispose of anything that doesn’t.

Are you looking to refine your brand and ensure it’s instantly recognisable? Get in touch with us today to learn more about our branding services and how we can help create brand guidelines and a TOV document for your business.  

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