Customer experience (CX) is a hot topic in digital circles as well as more traditional marketing conversations today. In spite of such focus, however, most people miss some of the basic principles of CX. You may be one of them.
Here’s a quiz for you: which is more important to the overall marketing effort, CX or conversion – in other words, closing the sale with a customer?
If you said conversion, then you failed the quiz.
Certainly, conversion is important. A business isn’t a business at all unless customers actually buy things from it, after all. And furthermore, any marketer who can’t drive conversions will soon be looking for a new job.
But while conversion is important, CX is even more critical. Done properly, good CX drives ongoing sales with both new and existing customers – both cross-sell and upsell – and also drives overall sentiment and brand awareness, which drive further sales.
Remember, the customer journey extends well past the sales funnel. Yes, marketing must take strangers and turn them into fans, and take fans and turn them into paying customers. But the journey doesn’t end there – it continues on for the lifetime of the customer.
Read the entire article at http://cxblog.dynatrace.com/index.php/2015/12/15/what-marketers-who-care-about-cx-can-learn-from-it/.
Copyright © Intellyx LLC. Intellyx advises companies on their digital transformation initiatives and helps vendors communicate their agility stories. As of the time of writing, Dynatrace is an Intellyx customer. None of the other organizations mentioned are Intellyx customers. Intellyx retains final editorial control of this article. Image credit: West Midlands Police.
