There is a lot of speculation about what is the best strategy for a business to provide the best customer experience possible, and rightfully so. Customers are the ones driving revenues, and if they are not fully satisfied with their encounters with a business, they will turn to its competitors. Two strategies that have shown to be successful in this realm are building and maintaining a consistent brand and offering customized shopping experiences.
Brand consistency is extremely important, but is vastly undervalued by 90% of businesses. This strategy involves presenting a unified image to the public by maintaining the same voice throughout every business channel, including social media, websites, emails, and even chatbots. This “image” includes multiple variables, such as their values, mission statement, advertising, and even logos. If a company does not maintain a consistent brand, they run the risk of seeing a 23% decline in sales. This decline will stem from a lengthened sales cycle, more marketplace confusion, and difficulty generating leads. On the other hand, 88% of those who prioritize brand consistency report at least 10% gain in sales.
Another successful tactic is hyper-personalization, which is fueled by machine learning and artificial intelligence (AI). This method provides a customized experience for each consumer by using browsing and purchase history data to identify their specific preferences. One of the most advanced techniques is predictive personalization, which makes recommendations for goods and services based on their previous interests. This personalized marketing strategy is appealing to 90% of consumers, which raises the possibility of making sales and increasing overall revenue.
Many companies have found a way to blend these two strategies in an efficient way, including giant corporations such as Spotify, easyJet, Amazon, and Starbucks. All have reported direct positive impacts on their revenues, which is the goal for any company. By using these two tactics with the customer’s perception and experience in mind, a business will be sure to excel.
