29 Mar 4 Ways The CEO Can Lead Change
In this article we will explain why you should:
So, we start with a question. Is your company truly customer focused?
“Of course, it is” will be the resounding answer.
Now I’m going to ask the question, “have you mapped out the entire purchase journey for your customer bullseye?”
The answer may take a little more time to come back with.
As technology has transformed every day life and decision making has resulted in quicker and better-informed decisions being made, any company that wants to pull ahead of the mainstream will focus on their customer to guide them in everything they do from operations to product development. Remember its all about your customer.
The big opportunity is for companies that are agile and creative governed by their customer buyer’s roadmap.
By integrating advanced digital technologies and data which build useful personalised customer centric experiences are seeing their bottom lines increase 2 to 3 times faster than those that don’t.
The benefit to businesses today is that there has never been as much transparency of your customer and their online movements than ever before.
Your sales and marketing teams can focus on your customers journey using analytics to create value. As digital marketers, we are ideally placed to lead the development of fresh customer-centric approaches that maximise ROI and grow your bottom line.
The new Google report explores how to go about it.
Help your customer across their full buying journey:
The varying journeys can be short and compact or long and episodic. Decisions about where and how to buy as well as moment where your customer wants to be informed, inspired or entertained are now all at your customers fingertips.
They may use different devices and sources and its up to your business to deliver the right information at the right time on this buying pathway.
So, what’s going to make your customer buy from you?
Relevance: Know who a customer is and where they are in their journey by collecting and analysing data. This will allow you filter out the noise.
Convenience: Keep it simple, interactions straightforward and information easy to find will minimise friction and help consumers get things done, quickly.
Speed: We know that users start leaving mobile websites that take more than 2 seconds to load. More will abandon altogether after 2. In an analysis of more than 300 major company websites across Europe, Google found that 95% took two seconds or more to load.
Wherever a customer is on their buyer’s journey, smart businesses put themselves on the right footing to grow their bottom line by checking off the following:
- Establish the right priorities, based on understanding their customer intent in that moment.
- Target the right users, by using data to match the right audience as the degree of commercial intent increases.
- Set the right KPI.s, with an eye on micro-conversions, such as pages browsed, or accounts created, as well as driving awareness and ROI.
Measure and automate across your buyer’s journey:
With technical innovation companies are now able to merge digital and physical channels to deliver an integrated personalised experience along the complete buyer’s journey.
More data is available than ever before for businesses that really want to grow their bottom line. This means that data driven attribution models that automate media investment decisions are the most cost-effective way for companies to collect analyse and respond to consumer’s needs.
Data streams now available to your business are closing the gap between acting and getting the feedback your teams need to learn and adapt their efforts. By adopting a test and learn approach to constant improvement, your business can use data to work new media into their communications mix more effectively helping you to make smarter budgeting decisions, lowering your cost per acquisition and growing your bottom line.
The Way Forward:
- Think agile, traditional marketing mindsets applied to new technology will not deliver the results. Reasoning behind this is digital is tight, targeted and precise. The targeted customer is specific; therefore, your message needs to be. It’s also transformational. Your approach needs to evolve along with your customers.
- Work and risk,trying new things is the way to meet your customers expectations. Reasoning behind this is that begin empowered by the mass of information available to you allows you to get better valuable insights about their buying journey. Therefore, you can target them in different ways and more ways than ever before. Try, rework and try again. Constant improvement is the input with growth being the output.
- Evolve and improve, ensuring that leadership, culture, operations and technology move in unison to deliver a customer-centric approach will secure your companies lasting growth and increased revenues.
- Use KPI’s that support change, meaning that your KPI choice creates a consistence throughout the customers journey. If your only KPI is a number for example a sale price, then you will not grow. Develop KPI’s that are measurable along the buyer’s journey that bring about that number to ensure a healthy balance between long and short-term goals.