Bem-vindo ao futuro, onde cada dia é uma revolução e a experiência do cliente se move à velocidade da luz.
De noites triviais no Zoom a experiências de compras digitais, a incrível velocidade da mudança em todos os setores fez com que novas tecnologias essenciais e ainda Estratégias de Marketing Ágeis indispensable. As audiences adapt, new expectations have been created e ainda 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, e ainda that requires seeing e ainda thinking about the world from the audience’s point of view.
Incorporando empatia
This approach takes us beyond personalized content; it even takes us beyond the current, e ainda relatively simple, understanding of the basic needs that bring Pessoas to brands. Incorporating empathy means creating a shared journey for the bre ainda e ainda the audience to take together.
To better underste ainda e ainda engage with Pessoas, we must be truly interested e ainda invested in where they are coming from – this requires recognizing emotions e ainda taking the time to validate experiences. When we underste ainda our prospects e ainda 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 e ainda 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 e ainda brand-relevant ways that showed a unique understanding of their customers e ainda audiences: Oreo has taken its Instagram to the next level with charming e ainda creative cookie content, while Lush brings their ingredients, process, e ainda employees to the fore in their ‘How It’s Made’ video series.
These specific messages are spectacularly impactful because they underste ainda the experience their audience is looking for e ainda invite them to either contribute or buy into the experience that the bre ainda is creating. Built on an understanding of their audience, these campaigns reveal the impact that listening to our customers and finding a helpful e ainda authentic way to meet their needs can have. The mix of tactics emphasizes that there is no “Certo” way to build empathy e ainda emotional intelligence into a marketing strategy; there’s only what is authentic e ainda meaningful for the bre ainda in question.
What is truly required is honesty e ainda transparency; almost everyone can recall an attempt at bre ainda 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 bre ainda values e ainda shaping your message empathetically around them is more genuine e ainda impactful.
A Importância da Escuta Ativa Digital
Building a great customer experience means listening, learning, e ainda responding quickly to changing needs. We can start by placing more emphasis on listening e ainda 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 Pessoas 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 e ainda waiting for Pessoas to fill out a contact form or post a review? Or are we engaging with Pessoas on their preferred channels, encouraging our audience to reach out to us to share their thoughts, impressions, e ainda feedback in the ways that are best for them?
The latter means a commitment to the community, investing in the time e ainda resources required to listen to e ainda underste ainda the audience that we’re trying to reach.
This is active listening adapted to a digital framework, e ainda it’s critical in building trust.
Active listening can not only help identify e ainda solve problems, it’s also essential for building long-lasting relationships. Digital active listening means going beyond our comfort zone e ainda 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 e ainda measure success across the customer funnel, e ainda using a SMART (Specific, Measurable, Achievable, Realistic, e ainda Timely) goals approach to your events tracking. The key is listening to e ainda learning from the results. If your customers aren’t engaging, ask yourself why. People want to know that they’re being heard e ainda understood, that the critical information they are trying to convey is being received. Digital active listening is a great way to be both attentive e ainda responsive as we strive to underste ainda e ainda 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 e ainda 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 (e ainda perhaps especially) those who didn’t love the product. They’re so good at learning from e ainda listening to their customers that some of their best reviews are from pessoas que devolveram o colchão, que é uma conquista de atendimento ao cliente por si só.
Reviews form the backbone of their strategy e ainda culture, e ainda are their strongest source for leads e ainda for improving the product. Each review is used to improve the experience, which has lowered their return rate e ainda increased their NPS to a world-class 85. Tuft & Needle considers each review to contain a blueprint for the continued success e ainda evolution of their business, e ainda they treat each review as if it is exactly that by using a specific e ainda repeatable process for internalizing e ainda acting on the feedback that their customers provide. There are as many ways to practice active digital listening e ainda empathy as there are brands. Again, there’s not a Certo way to do this, there’s just a Certo way para a sua marca.
If inspiration is what you’re looking for, look no farther than your favorite local small businesses. Customer experience requires building relationships, e ainda small businesses are incredibly good at both listening e ainda inspiring loyalty. They’re also wildly creative e ainda pivoted agilely to provide the excellence e ainda fun their customers have come to expect.
Colocar as pessoas em primeiro lugar
We can distill all of this to one very simple core principle – listen to e ainda communicate with with your audience as Pessoas. Audiences e ainda customer bases are comprised of Pessoas. Our audiences e ainda customer bases are human beings, não segmentos ou estatísticas, e they’re looking to be understood e ainda listened to as such.
The last few years taught us the importance of community building e ainda communication. The next few will provide even more unique opportunities for marketers to practice listening, deepen relationships e ainda build incredible experiences that benefit both their audience e ainda bre ainda for years to come.