What Is Customer
Experience Marketing?
Historically, marketing departments have focused primarily on generating leads, with
the goal of acquiring new customers. But in recent years, marketers have realized that
acquisition is only the tip of the iceberg.
Once a lead is converted, ensuring the customer continues to have positive
experiences with the brand throughout their journey builds customer loyalty, helping
to maximize the lifetime value of the account. It also inspires customers to advocate for
the brand, which helps to generate new business.
Customer Experience Marketing takes into account every customer touchpoint —
from their initial interaction with your company, to follow-up communications, to
post-sale interactions. Ongoing customer engagement is also critical, whether via
email communications, social channels, in-product messaging, upsell and cross-sell
offers or by other means. Ensuring consistency in how the brand is represented across
all interactions in terms of messaging, tone, style, and look and feel falls squarely in
marketing's purview.
Why should marketers care about Customer Experience Marketing?
Because businesses that earn $1 billion annually can earn, on average,
$700 million more within just three years if they invest in strategies for
improving the customer experience.
