Today’s growing media company has survived the “customer revolution”. Every stage of the buyer’s journey is more complex, requiring more interactions, a faster pace and personalization. Meeting your customers’ expectations requires more finesse and commitment than ever before.
Customer experience (CX) is a measure of how your customers feel about their interaction with your brand. Customer service plays a big role in their experience but so does every touchpoint along the way.
Here’s how you can redefine the customer experience in four important steps.
Media giants like Amazon and Netflix collect customer data continuously so they can provide personalized recommendations. Knowing your customer means that you can market to and be interesting to those customers. This isn’t a new idea. Back in 1950, Seventeen Magazine gathered data from surveys sent to teenage girls and their mothers in the ’40s to create a customer persona named “Teena”. This persona was then used to create the stories and covers of the magazine - building content around her interests and insecurities! They also frequently asked for feedback from their readers so their content and ads would always be appealing to their “almost adult” audience.
A recent study, by RedPoint Global/Harris Poll Benchmark Survey, noted that customers appreciate and are faithful to brands who deliver a personalized experience rather than noise. By not only connecting with your customers throughout their journey… but also recognizing them as the same customer...they begin to feel acknowledged. This consistency builds trust in your brand and prompt responsiveness and loyalty. If a potential customer contacted someone on your sales team today, for instance, would your salesperson have that customer data at their fingertips so they’d know exactly what to say? Are you comfortable communicating with your customers via the channel they prefer?
Customer service or support is another major component of the total customer experience. While it may be reactionary, your customers still expect a personalized experience. Customer support at a publishing or media company will need access to:
Beyond reactionary customer service, media and publishing brands must also be able to anticipate customer needs. Through cross-functional collaboration and access to all available touchpoints along the journey from ‘mildly interested’ to ‘ready to buy’, you can predict where your customer wants to go next. Customers can be segmented so that marketing communications are more effective. Subscription data, trends and analytics can be used to identify buying behavior to offer relevant products and services. Lead nurturing and reporting can help with upselling, forecasting and converting prospects while keeping the customer preferences in mind.
No longer will companies succeed who merely focus on their customer. The customer of this new era wants commitment and the payoffs can be huge. LaunchPad Media Management provides the tools you need to commit to your customer in a web-based portal that’s right at your fingertips. You can schedule a demo to see how this software is built specifically to meet the demands of media companies large and small.