Joel Windels, the CMO of NetMotion, says if you’re working on building the ultimate customer experience, you should shift your mindset and instead look at it as an overall consumer experience. The difference is subtle, but the applications and implication of that mental move are necessary in a world where buying something goes far beyond just the basic transaction.   

“The quickest way to describe why it's important is unboxing videos on YouTube,” he said. “You don't just buy a gadget or a phone anymore. You're buying the presentation of the box that it comes in and how it slides out and how it sets up. It's much more than the utility of the product itself. From the moment you first hear about us, to the moment you finally login, it's all of those micro touchpoints. How do you make sure every single interaction you have with us as a business is just really good.”

On this episode of Marketing Trends, Joel takes us further down the consumer experience rabbit hole. Here he provides some key marketing strategies to help curate a positive 360-customer experience, including tactics that not only drive customer engagement, but then turn those customers into champions for your brand.

Main Takeaways:

• Surprise and Delight: Every time you have an engagement with a customer, you have to be thinking about how to turn that customer into an advocate for your brand. This is especially important when a customer has had a poor experience with your brand. Find all the points in the customer journey where you can go above and beyond what is expected in order to mend that relationship and earn a loyal customer for life.
• And Now, Something Completely Different: There is no doubt that marketing in 2020 was vastly different than ever before — but that just meant that marketers had to find innovative ways to engage with customers.,  To get and stay ahead, continually find ways to turn routine, potentially rote events such as webinars into something new that a customer would want to take part in. In fact, studies show that webinars and virtual events that featured unique twists often receive higher engagement and longer participation.
• To Infinity and Beyond: The customer experience is more than just the overall journey from product identification to checkout. The journey also includes all the other touchpoints as well. From presentation, to unboxing, and feel, marketers must always be thinking about how you can turn every single interaction into a positive experience.

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