毎日が革命であり、顧客体験が電光石火の速さで変化する未来へようこそ。
Zoom でのトリビアナイトからデジタルファーストのショッピング体験まで、業界全体での驚異的な変化のスピードがもたらしました新技術が不可欠 そして機敏なマーケティング戦略 indispensable.As audiences adapt, new expectations have been created そしてsolidified.Evolving brands, no matter the industry, must figure out how to offer the enhanced, empathetic experiences that are expected.Understanding what customers need in the moment is more key to customer experience than ever before, そしてthat requires seeing そしてthinking about the world from the audience’s point of view.
共感を取り入れる
This approach takes us beyond personalized content; it even takes us beyond the current, そしてrelatively simple, understanding of the basic needs that bring 人 to brands.Incorporating empathy means creating a shared journey for the brそしてそしてthe audience to take together.
To better understそしてそしてengage with 人, we must be truly interested そしてinvested in where they are coming from – this requires recognizing emotions そしてtaking the time to validate experiences.When we understそしてour prospects そしてcustomers, we can communicate with empathy every time we reach out.This is vital, as empathy should shine through every piece of content that we put together そしてevery campaign that we send out into the world.
All brands have the foundation to do this moving forward because it’s been such a critical part of the process for the last two years.We’ve seen major brands expanding their messaging in innovative そしてbrand-relevant ways that showed a unique understanding of their customers そしてaudiences: Oreo has taken its Instagram to the next level with charming そしてcreative cookie content, while Lush brings their ingredients, process, そしてemployees to the fore in their ‘How It’s Made’ video series.
These specific messages are spectacularly impactful because they understそしてthe experience their audience is looking for そしてinvite them to either contribute or buy into the experience that the brそしてis creating.Built on an understanding of their audience, these campaigns reveal the impact that listening to our customers and finding a helpful そしてauthentic way to meet their needs can have.The mix of tactics emphasizes that there is no “右” way to build empathy そしてemotional intelligence into a marketing strategy; there’s only what is authentic そしてmeaningful for the brそしてin question.
What is truly required is honesty そしてtransparency; almost everyone can recall an attempt at brそしてempathy that fell flat or became a cringe-worthy meme.Nearly all these mishaps can be traced back to a fundamental lack of sincerity; clearly defining your brそしてvalues そしてshaping your message empathetically around them is more genuine そしてimpactful.
デジタルアクティブリスニングの重要性
Building a great customer experience means listening, learning, そしてresponding quickly to changing needs.We can start by placing more emphasis on listening そしてcreating opportunities for the audience to connect.Encouraging them to reach out is one thing - asking for a review or asking what they think is standard operating procedure for most brands.It’s what happens after they take the time to reach out that can be a critical differentiator.
It is a truth universally acknowledged that two factors are likely to make 人 reach out to brands – they’re either extremely happy, or extremely unhappy.The trouble with that accepted wisdom is that it ignores a great many factors that are directly within the control of the brands in question.Are we, as marketers, sitting back そしてwaiting for 人 to fill out a contact form or post a review? Or are we engaging with 人 on their preferred channels, encouraging our audience to reach out to us to share their thoughts, impressions, そしてfeedback in the ways that are best for them?
The latter means a commitment to the community, investing in the time そしてresources required to listen to そしてunderstそしてthe audience that we’re trying to reach.
This is active listening adapted to a digital framework, そしてit’s critical in building trust.
Active listening can not only help identify そしてsolve problems, it’s also essential for building long-lasting relationships.Digital active listening means going beyond our comfort zone そしてthinking more broadly about how the customer is interacting with a brand, product, or website from the first touchpoint to the last.Things like net promoter scores (NPSs) which ask customers to choose between a smiley or sad face after the transaction is completed have great value, but they only offer insight into a single customer moment or, at best, a single customer journey out of the many that we hope they will take.
In contrast, digital active listening means paying careful attention throughout the customer lifecycle, establishing goals that track progress そしてmeasure success across the customer funnel, そしてusing a SMART (Specific, Measurable, Achievable, Realistic, そしてTimely) goals approach to your events tracking.The key is listening to そしてlearning from the results.If your customers aren’t engaging, ask yourself why.People want to know that they’re being heard そしてunderstood, that the critical information they are trying to convey is being received.Digital active listening is a great way to be both attentive そしてresponsive as we strive to understそしてそしてincorporate the insights the audience shares with us.
Tuft & Needle (T&N) has elevated digital active listening to an art form.T&N has a commitment to the customer experience that shines through the entire business model.From the very beginning, they've understood そしてleveraged social proof to remarkable effect, driving consumer trust by directing their customers to review on a third-party website.They encourage reviews from ALL customers...even (そしてperhaps especially) those who didn’t love the product.They’re so good at learning from そしてlistening to their customers that some of their best reviews are from マットレスを返品した人々は、それ自体がカスタマーサービスの成果です。
Reviews form the backbone of their strategy そしてculture, そしてare their strongest source for leads そしてfor improving the product. Each review is used to improve the experience, which has lowered their return rate そしてincreased their NPS to a world-class 85.Tuft & Needle considers each review to contain a blueprint for the continued success そしてevolution of their business, そしてthey treat each review as if it is exactly that by using a specific そしてrepeatable process for internalizing そしてacting on the feedback that their customers provide.There are as many ways to practice active digital listening そしてempathy as there are brands.Again, there’s not a 右 way to do this, there’s just a 右 way あなたのブランドのために.
If inspiration is what you’re looking for, look no farther than your favorite local small businesses.Customer experience requires building relationships, そしてsmall businesses are incredibly good at both listening そしてinspiring loyalty.They’re also wildly creative そしてpivoted agilely to provide the excellence そしてfun their customers have come to expect.
人を第一に考える
We can distill all of this to one very simple core principle – listen to そしてcommunicate with with your audience as 人.Audiences そしてcustomer bases are comprised of 人.Our audiences そしてcustomer bases are human beings, セグメントや統計ではなく、 they’re looking to be understood そしてlistened to as such.
The last few years taught us the importance of community building そしてcommunication.The next few will provide even more unique opportunities for marketers to practice listening, deepen relationships そしてbuild incredible experiences that benefit both their audience そしてbrそしてfor years to come.