<p>How does a <strong>16% price premium on your products and services sound?</strong></p><p>It sounds great, doesn’t it?</p><p>Great customer experiences deliver great rewards.</p><p>That’s just one of the things customer-centric businesses can look forward to.</p><p>Another is increased loyalty: <a href="https://www.pwc.com/us/en/advisory-services/publications/consumer-intelligence-series/pwc-consumer-intelligence-series-customer-experience.pdf" target="_blank">63% of shoppers say they’d share more information with a company that offers a great customer experience</a>.</p><p>We’d like to help you become a more customer-centric business, so that you can enjoy some of those benefits, and more.</p><p></p><p>If you don’t know how to become a customer-centric business, our latest eBook – <a href="https://www.feefo.com/uk/business/resources/customer-acquisition/customer-obsessed-marketing-strategy-playbook" target="_self">Customer-Obsessed Marketing Strategy Playbook</a> – is what you’ve been waiting for. It will show you how to start actively listening to your customers so you can win more of their business.</p><p>Here’s an overview of what you’ll find when you <a href="https://www.feefo.com/uk/business/resources/customer-acquisition/customer-obsessed-marketing-strategy-playbook" target="_self">download your copy</a>.</p><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><img src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/bltc6e65b0713a25224/65e19eee5f8112040afc6923/The-customer-obsessed-marketing--strategy-playbook-insidepage.png" width="592" height="auto" style="text-align: center;" /></div></figure><p></p><figure style="text-align: center"><div data-img-caption-container="true" style="display: inline-block; text-align: center;"><a href="https://www.feefo.com/uk/business/resources/customer-acquisition/customer-obsessed-marketing-strategy-playbook" target="_blank"><img alt="Download_playbook_button.svg" src="https://eu-images.contentstack.com/v3/assets/bltc0d0a8caf49440b8/blt8b0879a6801db0c5/65fc3866a65e460407bc56dd/Download_playbook_button.svg" height="auto" target="_blank" style="text-align: center;"/></a></div></figure><h2>Don’t just sit there – take action!</h2><p>We want you to do more than just add to your knowledge base. We want to help you get to work right away. So, you’ll find carefully selected models and templates in the eBook to show you how you can start making real progress – fast.</p><p>It will also show you how customer feedback can power your business forward.</p><p><a href="https://www.gartner.com/en/digital-markets/insights/customer-centric-marketing" target="_blank">Businesses that actively listen to their customers, experience 1.6 times more growth than those that don’t</a>.</p><h2>Top-down or bottom-up?</h2><p>We’ll show you how the kind of business strategy you follow can shape your growth trajectory. Businesses with a top-down outlook are those that tend to set goals that are all about what they want to sell. Then they go looking for customers to sell to. A bottom-up business is obsessed with learning from customers’ wants. <a href="https://www.aboutamazon.com/news/workplace/an-insider-look-at-amazons-culture-and-processes" target="_blank">It’s something that has helped make Amazon the success we all know</a>.</p><p>Don’t just think about your business goals – start asking what you can do that will make a real difference to your customers. How can you find out what will make that difference? Simply by paying attention to what customers are trying to tell you.</p><p><strong>How confident are you that each and every customer interaction could earn your business 5-stars?</strong></p><p><strong></strong></p><hr/><h2>Getting started: The SOSTAC model</h2><p>This framework was defined by <a href="https://prsmith.org/sostac/" target="_blank">PR Smith Marketing in the 1990's</a>. It will help you to structure your marketing strategy.</p><p><strong>Situation: where are you now?</strong></p><p>The more time and energy you invest in assessing the situation your business is in, the better your outcomes are likely to be. In the eBook, you’ll find detailed guidance on researching your customers, competitors, your own business and much more, to help you create a really robust situational analysis.</p><h3 style="text-align: center;">If you’ve ever tried reading a map, you’ll know how important it is to understand where you are before you can plan your next move.</h3><p></p><p><strong>Objectives: where do you want to be?</strong></p><p>What’s the overarching mission and vision of the organisation you work for? Now, think of some granular measures of success – like sales figures, margins, cost per sale and so on. You’re going to include them all in your objectives.</p><p><strong>Strategy: how do you get there?</strong></p><p>This is arguably the most vital part of your plan. It needs to be to-the-point and it needs to be right. Think of this as your direction of travel – set off wrong and you’ll struggle to get to the right destination.</p><p><strong>Tactics: what are the steps you’ll take?</strong></p><p>Tactics are the individual actions you need to take to bring the strategy to life and deliver the objective. You are likely to include some of the following in your chosen tactics: <strong>your online presence, your pricing structures, your promotional activities, and customer service delivery</strong>.</p><p><strong>Action – how will you bring your tactics to life?</strong></p><p>It won’t matter how great your strategy is nor how comprehensive your situational analysis if you can’t get your messages in front of the right people at the right time. <strong>Think passion! Think excellence! Think experience!</strong> And think about the difference it makes when everyone in your team gets behind what you’re trying to achieve.</p><p><strong>Control – how will you measure your progress?</strong></p><p>Not everything is a key performance indicator. Focus on measuring only what needs to be improved – because that’s what matters. And once you know what matters most, you need to put the right structures in place to measure progress.</p><h3 style="text-align: center;">But just because something can be measured, doesn’t mean it <u><em>should</em></u> be measured!</h3><p></p><hr/><h2>Setting objectives: Keeping things objectively real</h2><p>Whether you’re new to setting objectives or an old hand, the <strong>SMART</strong> framework can help you stay focused on delivering solid but realistic results.</p><p><strong>Specific:</strong> The more specific your objective is, the more likely you are to achieve it.</p><p><strong>Measurable:</strong> You might want an increase in customer satisfaction, for example. But how will you actually measure it? Can you even measure it reliably at all?</p><p><strong>Achievable:</strong> Don’t become a hostage to fortune and don’t let your ambition be the thing that trips you up. Ensure you have the time, resources and support needed to be successful.</p><p><strong>Relevant:</strong> Thinking about relevance helps you to be certain you are putting your energies into the right thing. Keeping people busy is not enough – make sure your actions are furthering the business goals.</p><p><strong>Timely:</strong> Some goals will be short-term. Others will be long-term. The key thing to remember is that there needs to be an end date.</p><h2>Taking action, actively</h2><p><strong>The pace of change and the degree of pressure facing businesses shows no sign of relenting. Staying ahead of the pack means keeping up with your customers!</strong></p><p>Customer centricity isn’t something you can pay lip-service to. You need to do more than just listen – you need to <u>actively</u> listen.</p><p><strong>3 questions to prioritise today:</strong></p><p>Making customer feedback an integral part of your business strategy</p><ul><li>How will you capture it and act on it at the highest level?</li></ul><p></p><p>Making your customers’ voices heard</p><ul><li>Do you have the in-house technical skills, or should you partner with a specialist?</li></ul><p></p><p>The need to trust the data and insights you capture</p><ul><li>How will you make sure feedback is coming from genuine customers?</li></ul><h2>Measure for measure</h2><p>Some metrics are more obvious than others, like footfall and social media engagement. These are clearly important for multichannel retailers. But likes and shares are not purchases, in much the same way that people leaving a store empty-handed aren’t actually customers.</p><p>It can be more helpful to think about things like conversion rate, cost per lead, or the cost to acquire net new customers. The key is to understand what information you need to know. Then go looking for it.</p><ul><li>Suitability – Does it give the information you need?</li><li>Acceptability – To marketing areas and shareholders</li><li>Feasibility – Can it be actioned and communicated?</li><li>Resources – Are you able to do it? Is it practical?</li><li>Actionable – Can it be influenced by your actions?</li><li>Focused – Are you measuring the most important and critical areas?</li></ul><h2>Make feedback part of your daily routine</h2><p>Regular monitoring and evaluation are vital. Reviews offer valuable insights into what’s working and what isn’t.</p><p>Define the key areas of customer feedback you need to evaluate and develop a regular schedule for monitoring your effectiveness.</p><p>Is the volume of reviews falling? Is the balance of sentiment where you need it to be? If you identify a change, investigate it immediately – the root cause of a drop in reviews might not always be obvious.</p><p><strong>Remember – if you’re not paying attention to your customers, you can bet someone else is.</strong></p><h2>Delight your customers at every opportunity</h2><p>Done well, the right reviews strategy helps you put the customer first, uncover valuable insights and outperform your competitors.</p><p>Keep asking yourself how much you’re doing to ensure each of those touchpoints is an example of excellent customer experience. Because when each step is being executed exceptionally, your customers will feel valued.</p><p>And when they feel it, they’re going to want to tell everyone how good it feels.</p><h2>Talk to Feefo</h2><p>Find out how we help millions of real people share trustworthy, verified feedback on real interactions with our clients – feedback that helps those clients build long-term relationships and deliver exceptional services that their customers can depend on. <a href="https://www.feefo.com/uk/business/enquiry/get-in-touch" target="_self">Get in touch today</a>.</p>

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How to build a successful, customer-obsessed marketing strategy

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Customer Obsessed Marketing Strategy Playbook

<p style="text-align: center;"><strong>Businesses that actively listen to their customers, experience 1.6 times more growth than those that don’t</strong><span style="text-align: center;">. If that’s the kind of claim that grabs your attention, you’re in the right place.</span></p>

<p>In this playbook we show you how you can start grabbing the attention of your customers to win more business and increase longer-term loyalty.</p><p>You’ll find carefully selected models and templates that will show you how you can start making real progress – all with the aim of helping you outpace your competitors.</p><p>The guide will explain how your business can start putting structures and processes in place that will make listening to customers feel like second nature. It will also show you how the insights you glean from customer feedback can be made actionable, and how becoming truly customer centric can power your business forward.</p>

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<p>You need to use a mix of <a href="https://www.feefo.com/uk/business/resources/customer-retention/consumer-insights" target="_self">customer insights</a> and intuition to re-engage them and recapture their attention – not just for brand loyalty but for advocacy as well. It <a href="https://www.forbes.com/sites/forbesbusinesscouncil/2022/12/12/customer-retention-versus-customer-acquisition/?sh=405129e1c7d6" target="_blank">costs five times more to attract a new customer than to retain an existing one</a>, and existing customers are more likely to try your new products and spend more.</p><p>The time to focus on customer retention is now. Let’s look at some effective ways that you can continue to engage your audience to keep them coming back.</p><h2>What is customer engagement?</h2><p>Customer engagement refers to any interaction between a customer and a business. It can include any communication channel, both online and offline, prompted by either party.</p><p>Traditionally, customer engagement has been nurtured and developed by customer service departments, prompted by sales and marketing. With consumers now able to access brand communications in a variety of different ways, it has expanded to include various other touch-points along the <a href="https://www.feefo.com/uk/business/resources/customer-acquisition/customer-journey-mapping-guide" target="_self">customer journey</a>. It essentially covers every interaction with a customer that a brand has.</p><p>Learn more about <a href="https://www.feefo.com/uk/business/resources/customer-experience/customer-engagement" target="_self">customer engagement here</a>.</p><h2>What are the benefits of customer engagement?</h2><p>There are many reasons why keeping your audience engaged can be beneficial for your business. Here are a few examples:</p><ul><li><strong>Increase in revenue</strong> – Simply satisfying a customer is not enough in today’s world: you need to truly immerse them and capture their attention. After all, customers who are completely engaged show a <a href="https://www.gallup.com/workplace/241766/customers-coming-back.aspx" target="_blank">23% higher share in profitability, relationship growth, and revenue</a> when compared to the average customer.</li><li><strong>Can reduce customer churn</strong> – Unengaged customers are more likely to jump ship to your competitors, meaning your company could miss out on revenue.</li><li><strong>Higher customer loyalty</strong> – Engaged customers are happy customers, and happy customers turn into loyal ones. Customer engagement provides an emotional connection between the brand and your audience, and this can ensure that your customers’ lifespan is much longer, giving more value to your business.</li><li><strong>Increased brand awareness</strong> – Engaged customers also remember your brand more easily, solving their needs quicker and satisfying their wants earlier.</li><li><strong>More cost efficient</strong> – Since it can cost you more to attract new customers rather than keep your existing ones, to keep expenses as economical as possible, implementing a customer engagement strategy is key.</li></ul><h2>What is a customer engagement strategy?</h2><p>A customer engagement strategy is a method for identifying the most effective ways a business can engage with its consumers. It should map out how the business will do so to fit in with its wider goals.</p><p>This strategy should also include relevant customer engagement ideas, the channels and platforms on which the brand intends to prompt engagement, and the customer persona that it intends to target. A customer engagement strategy should align with existing marketing activities and campaigns and strengthen their impact.</p><h2>7 customer engagement strategies to try</h2><h3>1. Harness the power of social media</h3><p>There are over <a href="https://www.statista.com/statistics/507405/uk-active-social-media-and-mobile-social-media-users/" target="_blank">57 million active social media users</a> in the UK as of January 2023, and the number is increasing rapidly. So, there’s a very good chance that a majority of your customer base is among them.</p><p>People love voicing their opinions, especially grievances, on public forums like Facebook, X (formally Twitter), or Instagram, so keep a regular eye on them. Engage customers by responding to them immediately and offering solutions to satisfy them. This shows existing customers that you value their opinion and lets future customers witness your engagement and conflict-resolution skills as well.</p><p>Social media provides a cost-effective method of marketing your brand while keeping your customer engaged on a platform they’re already active on.</p><h3>2. Entice them with rewards and incentives</h3><p>If there’s one thing everybody loves, it’s free gifts and discounts. And that’s a surefire way to get your customer engaged. Offer customers rewards and incentives in exchange for feedback, participation in an event, or referring your brand to their network.</p><p>Essentially, you need to reward your customers for engaging with you, in turn, boosting even more engagement and loyalty.</p><p>Look at starting a referral scheme or appointing brand advocates from your existing customer base. Customers will be made to feel special as they represent your brand to others while doing it for the incentives you offer.</p><h3>3. Deliver spot-on customer service</h3><p>If provided with excellent customer service, <a href="https://c1.sfdcstatic.com/content/dam/web/en_us/www/documents/research/salesforce-state-of-the-connected-customer-4th-ed.pdf" target="_blank">78% of customers</a> will return to a company even after they make a mistake.</p><p>Top-notch customer service starts by making your customers feel like you truly care about them. This mission needs to be communicated across every team in your business – not just the ones facing customers. From finance to marketing, every member should be dedicated to providing the best customer service they can.</p><p>Offer customer service that provides what the customer is looking for and actively anticipates what they need before they know themselves. Provide high-quality customer service consistent with your brand’s mission and voice. Prioritising your customer service will ensure that customers trust you and will approach you first with any resentment before taking external action. This is essential as it allows you to control the situation before it gets out of hand.</p><h3>4. Create a loyalty program</h3><p>We’ve seen this work really well with coffee shops over the last few years. They hand you a card to get stamped every time you buy a drink, and after paying for nine drinks, you get your tenth coffee for free.</p><p>You can make a loyalty scheme work for almost any kind of business today. Whether it’s pushing them towards buying in bulk for a discount or upselling in slow-moving areas, customers get rewarded for their loyalty, and you get guaranteed business.</p><p>Here are a few ways you can introduce a loyalty program:</p><ul><li>Annual birthday or anniversary discount</li><li>Email-only discounts</li><li>Free delivery over a minimum order limit</li><li>Themed and limited-time programs during the festive season</li><li>Creating a ‘VIP’ group of customers and treating them to pre-sales and exclusive discounts.</li></ul><h3>5. Keep in touch in a personalised way</h3><p>Keeping a customer engaged is an ongoing process and is like maintaining a friendship. If you make no effort to stay in touch, the relationship is not going to last very long. Set up regular touch points throughout the customer’s buying journey to establish your brand and messaging along the way. The customer will engage with you if they see you more often.</p><p>Send regular emails, SMS campaigns, and post often on social media. Even after a successful transaction is complete, there is plenty of potential to touch base and remind the customer of your existence. A nice ‘thank you’ note shows them that you appreciate their patronage and may encourage them to come back again. Or, send them company news and update them on the latest products they would be interested in.</p><p>Providing a complete <a href="https://www.feefo.com/uk/business/resources/customer-experience/how-to-improve-your-brands-customer-experience" target="_self">customer experience</a> is key to maintaining customer engagement in the long run. Never go for more than six months without connecting with your customer. Use their first name, remember their birthday, and remind them of their last purchase to truly personalise their shopping experience and make them feel special.</p><h3>6. Ask for their opinion</h3><p>Customers love sharing their opinion, so simply ask and engage with what they have to say.</p><p>Actively request every customer to leave reviews and testimonials for your company. This can be through Google reviews, on social media, or independent review websites – like Feefo.</p><p>You can also consider embedding reviews into your website and alongside each product offering to display social proof to new customers.</p><p>Make reviewing your business a fun experience. Not all businesses need in-depth ratings. A scale of between 1-5 stars will look nice and is easy to use and understand by all.</p><p>An important aspect to remember when dealing with reviews: pay attention to the<a href="https://www.feefo.com/uk/business/resources/customer-experience/negative-reviews" target="_self"> negative ones</a>. Never leave a negative comment unattended for long, which means you must always monitor all mentions of your brand. Be professional in all communication and offer a solution immediately. A negative review is still a customer attempting to engage with you, so don’t let this opportunity slip.</p><h3>7. Create engaging content</h3><p>Over 25 years ago, Bill Gates said, ‘content is king’, and this statement is even more relevant today. Everything you post and create from your company is content and should be used to engage your customer.</p><p>Play around with different mediums to see what works best for your business. Some common forms of engaging content include:</p><ul><li>Short and snappy videos</li><li>Blog posts on relevant topics</li><li>Infographics and images</li></ul><p>There are plenty more types of engaging content you can adopt, but whatever you choose, make sure it’s share-worthy, relevant, and engaging.</p>

<h2>Customer engagement examples</h2><p></p><figure style = "margin: auto; text-align: center;width: 345px;"><img src="https://lh6.googleusercontent.com/9mFbCiGBH8aMVQsy8jV5cdDPCSBoljcWBudPZseuklZA5RRGRtEaZiBCsY_zj0NBoYC15X_fiW6M5ZVTYZKW5NntVQq0jLW_VuR2ZIxv9sKPAGwBZDcbDbxHEXjKoxzeI4Y1s0tUkdmGqY3I" style="margin-top: auto;margin-right: auto;margin-bottom: auto;margin-left: auto;text-align: center;width: 345px;" /></figure><h3>1. IKEA</h3><p>IKEA is a great example of how to engage your customers. Their hashtag <a href="https://www.instagram.com/explore/tags/ikeaatmine/" target="_blank">#ikeaatmine</a> shows exactly what IKEA’s products look like in a real home.</p><p>Hashtags are a great way to keep the conversation going and make sure you’re constantly posting about the latest trends.</p><figure style = "margin: auto; text-align: center;width: 430px;"><img src="https://lh4.googleusercontent.com/5TPOE41yqt11NeFIvR0QilmAkXB08jFfq3ME5R6JGLplzC9W73nVHr6kBUQY-FjzAJExQSAs-ob8-QVobH98TRodFEiNBClasF2ijPJS5QcasoIJu2IhELLMzJdTlnyAlB6wLBjKegsdQUH2" style="margin-top: auto;margin-right: auto;margin-bottom: auto;margin-left: auto;text-align: center;width: 430px;" /></figure><h3>2. B&amp;Q</h3><p>We love this example from B&amp;Q. They shared <a href="https://twitter.com/BandQ/status/1276539407617712128" target="_blank">video content </a>on how to create a butterfly haven, giving their audience helpful and actionable tips.</p><p>Videos are perfect for your social media channels, as they’re much easier to digest, and you can encourage customers to share their own projects.</p><figure style = "margin: auto; text-align: center;width: 398px;"><img src="https://lh5.googleusercontent.com/iwxFrYEQa-goMCaj8vbqIaPmcuAXW157s9Gq-mXn2QldMjR-8CYwNl1XxXDlJ-wreqFm6eCwO6Z9hzmeenY6o2HtVGjesXAUB2HPX-Ff97sHED17U0RQ1NpKTvvp8LkcKcjm8yiQWHolp1mz" style="margin-top: auto;margin-right: auto;margin-bottom: auto;margin-left: auto;text-align: center;width: 398px;" /></figure><h3>3. Apple</h3><p>Apple is also a master at how to encourage engagement via social media hashtags. They’ve done it super effectively with their <a href="https://www.instagram.com/explore/tags/shotoniphone/?hl=en" target="_blank">#ShotOniPhone</a> campaign. Customers simply need to create content with their Apple devices and share using the hashtag.</p><p>The result? Apple gets content curated on their customer’s feeds, and the users get featured on Apple’s media in return. With over 28 million posts shared using their #ShotOniPhone hashtag, it’s a certified success.</p><h2>What is a customer engagement platform?</h2><p>A customer engagement platform is any platform where customers interact with a brand. Some of the most common examples include:</p><ul><li>Email marketing campaigns</li><li>Loyalty programs</li><li>Podcasts</li><li>Studies and PR campaigns</li><li>YouTube channels</li><li>Social media networks</li></ul><p>These platforms can be used two-fold: both by the brand to push out communications and by the customer to interact with the brand. But, businesses should also implement customer engagement channels where the customer instigates contact first, such as helplines, email inboxes, and chat functions. These tend to serve slightly different, often problem-based, purposes, but are still valuable communication and customer engagement channels.</p><p>At present, video content is one of the most popular customer engagement tactics, as it’s an excellent method for quick and easily consumable information sharing and can be condensed and optimised for various platforms.</p><h2>Customer engagement is a long-term strategy</h2><p>No business can master customer engagement immediately. You will need to undertake at least two or three of the ideas mentioned here and monitor their results over time to see which ones work best for your business.</p><p>Whichever techniques you take for a spin, do so with the intention of delivering products and services your customer truly needs and wants. Segment your customers to see which idea is working best for which demographic. Not all customers are the same, so you need to engage them in a voice they understand and on a platform they use.</p><p>Combining these customer engagement ideas will help boost engagement and establish a long-term connection with your customer.</p><p><a href="https://www.feefo.com/uk/business/contact" target="_self">Contact </a>our Feefo team today to see how we can help you keep your customers coming back.</p>