Digital transformation, the rise of social media and the health crisis have forced brands to rethink their entire shopping journey, making it more human and transparent.
Digital transformation, the rise of social media and the health crisis have forced brands to rethink their entire shopping journey, dramatically improving the experience they provide to their customers. These changes have led to hyper-personalized approaches and greater transparency on the part of brands.
The customer experience of the future will be hybrid and human
As the digitalization of the customer journey accelerates, we are seeing two important developments. First, the desire of customers to be heard and understood by brands, especially through human interaction. Then came the ability to easily combine physical purchases and online purchases for a smooth and hassle-free experience.
For example, Crédit Agricole Nord de France measures the quality of the customer experience at all key points along the journey and across all channels available to the user. Thus, by asking customer satisfaction questions by phone or email at every stage, the bank continuously optimizes the experience and integrates human interaction throughout the customer journey.
At the same time, brands will need their customers to be successful. By engaging consumers through a process of feedback and comment, brands are co-creating the products, services, and brand/consumer relationships of tomorrow. This approach can also be enriched and humanized through written experiences and opinions, as well as consumer videos to share their experiences, spontaneously or upon request.
Authenticity: the key to a successful marketing strategy
Today, the consumer demands absolute transparency and true authenticity from brands. He wants her to be committed and her promises backed by concrete evidence every step of the way. To solve this problem, you can use social proof: a driver of consumer behavior that plays on an innate psychological phenomenon. The latter leads us to assume that the actions of others reflect the correct behavior in a given situation. Therefore, it is in your best interest to use feedback from clients or nano- and micro-influencers who can create authentic and spontaneous content. This builds confidence, increases conversion rates, and shows a genuine image. So did the cosmetic brand T.LeClerc. He relied on social proof and, more specifically, used influencer marketing. His social media fame improved in just 6 months! Through her campaign, she reached 680,000 internet users and achieved a good engagement rate of 4%.
Customer experience optimization will be done with the help of AI
One of the current challenges in brand marketing campaigns is artificial intelligence (AI) and its adoption of a data-driven approach. Indeed, according to a study by The AI Journal, the majority of executives (74%) expect AI to make business processes more efficient and create new business models (55%) as well as new products and services (54%)..
AI has many benefits for managing and improving the customer experience. It can help you make life easier for your customers by offering services and personalized customer relationships. And today, you even need to go further by personalizing all the messages you send them. They need to receive only relevant and targeted messages in order to offer them the right product through the right channel. AI allows you to achieve this and automate your campaigns to improve your bottom line ROI. This technology also responds to your customers’ current knowledge needs by analyzing the collected data. By listening to the customer, knowing their perceptions and expectations, you can improve online and offline experiences, as well as products and services. By connecting your marketing and customer intelligence tools to a fully integrated AI-powered customer data platform, you can harness the power of customer intelligence.
For example, lingerie brand RougeGorge has implemented a customer data platform that integrates artificial intelligence. The tool allowed him to predict high potential value customers, target twin social media profiles, and exclude current customers from campaigns. He received -38% acquisition costs compared to the classic campaign and a 10% reduction in the budget spent.
In addition to artificial intelligence, you can also rely on the Internet of Things and connected objects to analyze and further develop your data-driven strategies. Indeed, by analyzing data from these technologies, you can discover the buying habits of a particular type of customer across many platforms. On the other hand, by the end of 2023, you will have to deal with the end of cookies in Chrome. You will no longer have access to your customers’ demographic and behavioral data, which is commonly used to target your ads and analyze the effectiveness of your offers, products and services. Therefore, you will have to rely on data that users have expressly consented to share.