Digitising The Customer Experience.
Experts in Digital Engagement and Integrated Customer Experience Strategy.
With lockdown forcing businesses to reconsider or fast track their digital marketing strategy, they are looking at adapting their approach to better engage customers through utilising digital tools to improve customer experience and drive sales.
Our approach focuses on helping brands better communicate with customers through digital. We’ll help your brand create feelings, become more memorable and useful, while driving responses by deploying the right channels, improving commercial performance and generating more sales, integrating the customer experience seamlessly.
The Fireworx 5 Step Customer Experience Plan.
It’s time to put a plan into action. But what does that entail?
Well, we use a 5 step plan that looks at different areas of focus. As the client, you’ll need to agree the plan. Once agreed, we typically need a minimum of 3 months, so we can put it into action, and develop any marketing or technical assets that will be needed.
Once set, we’ll develop a reporting dashboard, that will allow us to monitor performance, and optimise the customer journey and reviewing success against the targets we have set ourselves. This means investing less on underperforming activity, and focusing budgets into more productive channels.
1: The customer experience plan
You want to better use digital but how?
It’s important to set the goals that will shape your Customer Experience (CX) plan.
First is to agree the commercial targets, as performance against these shapes our unique way of working, as well as indicating measured progress.
2: Mapping the customer journey
We’ll map all of the customer touchpoints across your marketing communication platforms, from awareness to lead conversion, pulling together all available research and insight.
We look at the competitive landscape and identify priorities for your brand to focus on first.
3: Customer research and insight
Customers need a voice within your business. The outcome of this is not just better targeted communications, but also an operational structure that is better aligned with wants and needs.
There are often two major outputs from the mapping exercise:
- Identification of areas for improvement
- Identification of areas of excellence
4: The right channels to use
Now we will evaluate the most appropriate marketing channels and working to an agreed budget based on targets, be that; social media, email, telesales, search engines, Pay Per Click, or targeted TV advertising.
Once live, we’ll develop a reporting dashboard, that will allow us to monitor performance, and optimise the customer journey. Investing less on underperforming activity, and focusing on productive channels.
5: Customer relationship management and database
Managing an integrated customer experience strategy will require oversight of a huge amount of data. Getting your customer data organised is essential. Integrating data into one database, ensuring all data is in the same format, making it easier to use. And then interrogating it fully.
From experience, as much as 70% of customer engagement can be automated within your CRM, based on understanding needs. Automating impactful interactions shapes the customer experience.
Take our Digital Audit.
Whether you’re just getting started, or want to accelerate progress why not take our Digital Audit?
Answer some high level questions, and we’ll outline some priority areas for improvement. Alternatively, if you’d like something a little more involved, you can book a taster workshop here.