Delivering Enhanced Customer Experiences with SGK
With the continuing rise of connectivity, consumer interactions are increasingly splitting across channels, devices and tools. Integrated marketing communication is essential to maintain control, loyalty, and drive results.
This evolution has led to a more fragmented customer journey than ever before, and that doesn’t stop at purchase. As a result, customers are no longer following a step-by-step process of viewing an ad, clicking through to a landing or product page and completing a sale. Consumers are more likely to come in contact with your brand well in advance of purchase through a series of interactions.
If knowing what those interactions are is key, then understanding what the experience feels like, from the customers perspective is crucial, as they are more likely to share a poor experience than a great one, which may impact the way others view your brand or consider future purchases.
Welcome to the experience economy.
At SGK we understand integrated marketing, and the challenges marketers face, regardless of your approach.
WATCH: SGK Content Solutions
If Multichannel is the perspective of the brand, and Omnichannel is the perspective of the end customer, it’s all about understanding how humans work, think and behave. To create the right experience, brands must firstandforemost understand the customer, the customer journey and the paths they take within that journey by putting the customer at the heart of the decision making process.
A journey map could include: product/service experiences, channels and touch points, persona narrative, UX flow, emotional journey maps, and blueprints.
By understanding the customer journey, brands can:
- Identify top goals
- Find opportunities to connect
- Account for each audience
- Create better content
Below, we have identified four considerations brands can take to successfully execute their content strategy:
Deliver consistent, refined content marketing messages, intelligently & in an orchestrated way.
The content model is the backbone of adaptive, cross-media, omnichannel content strategies. Once your content strategy is in place, consider your business strategy, brand experience, customer experience and consumer experience — then you’re ready to go!
Consideration 1: Have you created the right, cross-functional governance team to ensure sound operations to deliver an enhanced customer experience? Who’s responsible and accountable at each step of the way?
You have? Great! Then it’s onto creating your content. It’s not just about creating better content, content that is engaging, relevant, of the moment and resonates, but content that is also adaptive.
Consideration 2: Think about the content you're creating and how it will be utilized across various channels and media.
Adaptive content has the ability to break up into re-usable, well modelled content components then assembling (and re-assembling) while serving it in a more intelligent way. The more you can adapt, the more realistically you can deliver tailored, high-value content without running out of budget, resources, or time.
Consideration 3: Through ‘Test & Learn’ you can always improve your content as you go but you can’t improve the experience if the Omnichannel framework if it's not in place or indeed well orchestrated. Quite simply, if the customer is at the heart of your Omnichannel strategy, then the orchestrator is the heart of the Omnichannel framework optimizing the content ecosystem.
At SGK our Client Solutions Consultants will help you identify who or what that orchestrator or orchestration looks like. Be that a team or single person within your organization or an outsourced model through SGK.
Do something different — create unique, interactive customer experiences.
As brands move from a model of shouting at their customers in several different ways with all their content through all channels, to designing an experience, doing something different can make you stand out from the crowd and put you head-and-shoulders above your competitors. Offline experiences, in a world where online is prioritised, can often be overlooked. Pack interaction is a huge opportunity area for brands to engage and collect data from customers – it also connects physical and digital.
Consideration 4: SGK believes that connected experience activities are the future of how brands will (and are) engaging with their audiences and there is a unique opportunity to revalue packaging within brand marketing. Afterall, the growth of the ‘Internet of Things’ will activate 7 trillion pieces of packaging that exist in the world!
The new creative technologies of VR and AR and beyond will add stimulating new opportunities for brands to engage further with pack as media — creating longterm content journeys that build over time, and transform the pack into the most powerful ‘owned medium’ that brands have available to them. The ‘instrumentisation’ of packaging allows unpredicted measurement of brand and product usage across the consumer experience.
Build robust, reliable technology to boost innovation.
As we’ve discussed, customers should be at the heart of the content experience. Technological advances are getting closer to putting customers at the heart of the content experience —achieving this by leveraging AI and adaptive experiences like AR and VR to streamline content delivery. Microtagging and metadata have also made it easier to create unique experiences.
Brands must understand how consumers work, that they are in fact human and are all unique. Doing everything to ensure that the right content is in the right place at the right time across physical and digital locations for that unique, personalised experience is fundamental to success.
With a solid brand strategy and framework in place, your brand can create a way for amicable coexistence with your customers. The user experience can be addressed through journey mapping — which also feeds into the required design to deliver the journey. With the right technology underpinning the process, your content is garaunteed to be in the right place, at the right time and on budget. The success of a brand depends on consumer trust. For the successful execution of your content strategy, you can depend on SGK.