This is the era of great customer experiences. All around us we see thriving examples of businesses that have disrupted their legacy predecessors by observant and intuitive innovators. The marketing and product development functions have long resided in separate parts of an organization. What is often missing in this bifurcated setup is a holistic approach to engaging and satisfying the consumer on their terms most, if not all of the time. For too long, digital marketing has been thought of in terms of “push” and “pull” tactics without sufficient consideration of the connectivity and continuity between the efforts.
For example, “push” brand messaging is thought of as reach and segmentation. But what about “push” marketing strategies that are more relevant and far reaching, such as social media integrations that are “baked” into the product from the outset? Think about Groupon and the rewards you earn from friend purchases as an example.
On the “pull” side of things, it is easy to forget about the product itself as a “pull” marketing vehicle. Digital storefronts (ecommerce sites, mobile commerce) and social platforms are hidden marketing workhorses when overlain with the personalization capabilities afforded by data. Carefully designed user experiences that are built on a deep understanding of user needs and pain points, easy-to-use ecommerce sites and mobile apps that convert with every “Add To Cart” tap or click accelerated by contextual information, content narratives on Facebook that entice and engage – these are all product experiences waiting to exert their natural pull on the customer.
The goal is to create compelling interactions at every point in the customer’s journey in a deliberate and customer-focused way. Organizations must be ready to embrace new team structures, create a culture of systems-thinking, and most importantly, challenge the status quo in order to stay relevant in today’s fast-moving customer-led world.
33. Integrate Social
(Listening, Sharing)
Deeply Understand
Consumer Motivations
@Lynn_Teo | #UXSS
Create “Voice of the
Consumer” Panel
Turn the Experience into
Brand Differentiators
34. @Lynn_Teo | #UXSS
1. Facebook Insights, Hootsuite, Sysomos,
Bottlenose, Curalate
2. Combine social insights with conversion
data, brand sentiment, and field studies
3. Analyze results together (UX + Marketing)
Integrate Social
(Listening, Sharing)
38. @Lynn_Teo | #UXSS
1. Fight assumptions or proxy views
2. G-O-O-B (Get out of the building)
3. Tie motivations, pain points, emotional
needs to marketing communications
Integrate Social
(Listening, Sharing)
Deeply Understand
Consumer Motivations
40. @Lynn_Teo | #UXSS
Helping a Business Innovate: USPS
Consumer
Journeys after
fieldwwork visiting
small business
owners in their
work spaces to
understand how
USPS can better
serve, empower,
and add value to
small business
owners
42. @Lynn_Teo | #UXSS
1. Create one repository for all consumer
feedback
2. Establish weekly meetings to review and
prioritize. Model business lift from
enhancements
3. Create a consumer-centric culture
Integrate Social
(Listening, Sharing)
Create “Voice of the
Consumer” Panel
45. 1. Don’t just make a brand promise; ensure
it’s delivered at every touchpoint
2. Look to your digital product suite
(ecommerce, mobile apps, social
channels) to deliver seamlessly on both
transactional and emotional fronts
3. Pilot, measure, iterate
Turn the Experience into
Brand Differentiators
@Lynn_Teo | #UXSS
46. @Lynn_Teo | #UXSS
Brand Strategy
Experience Design
Communications
Who brand IS
What brand SAYS
What brand DOES
50. Your Charge
30
days
• Assemble X-func team
• Define problem
60
days
• Find exec sponsor
• Pilot the program
90
days
• Track results
• Share learning
7
days
• Reflect
• Peer brainstorm
@Lynn_Teo | #UXSS