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Corporate themes

How to deliver experiences that build deeper customer loyalty

August 5, 2016

Digital technologies make it possible for companies to engage with customers whenever they choose. Location-based service (LBS) platforms, POS systems, iBeacons, mobile, wi-fi, Bluetooth, CRM technologies and more provide real-time insights about customer preferences, activities, and where they are at any given time that can be used to help brands deliver relevant, differentiated experiences that build deeper customer loyalty.

These same technologies and solutions can also be easily misused. I cannot tell you how many times improperly targeted calls have interrupted my work and leisure time, or how many irrelevant CRM-driven messages and texts I have received. Not only do such improperly targeted communications waste valuable marketing resources, they also demonstrate that the companies sending the messages do not really know their customers, which can frustrate customers and damage the companies brand images.

The ability to leverage digital technologies to deliver true value to customers is critical to a companys success in the digital age. Customers want experiences that are consistent with what they expect from a brand but that also deliver value and have the capacity to excite or surprise them in relevant ways. Customers want to feel seen and heard. They expect the information, services and experiences they need, when and where they want them.

In order to innovate and deliver continuous value, companies need to understand and engage with their customers across their physical-digital customer journeys. They need real-time information and insights about what customers like and dont like, their preferred channels of engagement, what they need today and what they may need in the future.

Engaging in an authentic, ongoing conversation with customers will build deeper trust and transparency where customers will willingly share more and more information that organizations can use to deliver better, more relevant information and experiences.

Here are a few questions that can help you determine what, how and when to communicate with customers.

  • Is the communication or experience I am about to deliver informed by a deep
    understanding of the customer and their needs?
  • Does it provide real value to the customer?
  • Does it reflect our brand?
  • Is it differentiated?
  • Is the message or experience being delivered consistently over and across the customers preferred channels?
  • Does the timing and frequency of engagement align with customers changing needs and preferences?

If you can answer yes to these questions, you will be rewarded with more effective marketing programs, loyal and engaged customers, and improved financial success.

Kathleen Holm is Marketing Director of the TCS Digital Software & Solutions (DS&S) Group. She has more than 25 years of experience marketing technology software and services to enterprises worldwide. She leverages her extensive background in enterprise software technology to help organizations develop effective marketing strategies, create targeted messaging and positioning, and implement effective go-to-market plans to improve corporate performance. Prior to joining TCS, Kathleen was a Senior Principal of technical product marketing for Oracle Fusion Middleware where she was responsible for defining the marketing strategy based on industry maturity and customer trends. She also held positions at IBM including Market Manager for WebSphere Developer Programs, Market Manager for Tivoli Integrated Service Management and Tivoli Brand Specialist. Prior to joining IBM, Kathleen worked with four high-tech startups.