Return on Behavior Magazine
Home for marketing and customer service professionals



Customer Experience

September 26th, 2009

Online Customer Experience is Serious Business

While technologies enabling an increase of online customer interaction have been available for quite some time, now is the time for marketing managers to get their hands dirty.

If customer experience is important, it is time to take the online customer experience serious.

Marketing managers are faced with myriads of important challenges - most of which currently relate to increasing the customer experience. I am sure you agree that the customer experience is important in all channels. However as more and more customers take preference for the online channel and the resulting monetary value increases daily, now is the time to focus on tactics that will increase your customers’ online experience.

While it is obvious that marketing managers need to take the front seat when it comes to:

-         Understanding  prospects’ (leads) behaviour and preferences;

-         Understanding customer behaviour and preferences;

-         Defining your online marketing metrics;

-         Designing programs and tactical manoeuvres to increase the customer experience as well as continuously improving your critical few marketing objectives.

It is equally important for marketing managers to take charge when it comes to defining technology requirements and a phased implementation of same. If possible, do not leave this important task entirely to the IT department.

Defining the online experience
I am not going to go into the often told story about Amazon.com. In fact, I am sure you have heard it referenced quite often. But if you want to understand what the online experience can be all about - all you need to do is look to Amazon.com. Or other players who are relentlessly focusing on the individual customer experience, for example, utilizing powerful interaction and call to action attributes such as relevance, timing of offer, automated service and a strong recommendation system, along with ease of use come into mind.

It is evident that you may not be able to use any or all of the principles behind the success of the Amazon.com’s of this world. But you do need to get into the thinking behind those successful principles. Namely;

-         make it easy for the customer to buy products,

-         don’t waste customers time by spamming the customer with irrelevant messages,

-         learn from the individual customers behaviour, and use that knowledge to target relevant messages, offers and do your darnest to get the timing right.

Marketing technologies and marketing automation enables your success
As a marketing automation specialist, it is of course obvious that I advocate for the utilization of marketing technologies to enable better customer experiences. And I am aware that in the past 5-7 years cost has been the primary obstacle for marketers not to effectively utilize marketing (automation) technologies.  In fact very few marketers have implemented tools for website optimization, inbound interaction management, web interaction optimization, campaign management, website visitor individualization, real-time and event based marketing etc.

But if you want to increase the online experience, that is going to have to change.

How you can utilize technology to increase the customer experience, and what you need to do in order to get to the next step, you can read about in the next issue of Return on Behavior Magazine.


About the Author

Micheal Leander Nielsen

Michael Leander Nielsen, CEO of Fokus Integrated, is a customer lifecycle marketing automation expert  and a marketing innovator. He is also an author and a speaker on subjects such as marketing automation, marketing performance metrics, customer strategies and effective internet marketing strategies. More information about Michael Leander Nielsen:

Meemoo2 - A blog for Marketing managers

Marketingboss TV Channel - hundreds of edutaining, educating, inspirational videos and films

With more than 20 years of managerial and operational experience from three continents, Danish born Michael Leander Nielsen is an integrated marketing expert and a marketing innovator. 

Today he spends his time with ambitious companies and organizations, providing consulting services in a range of specialised marketing fields. He is an expert in the fields of integrated marketing, marketing automation and productivity programs, internet marketing, push and pull strategies, lead relationship management strategies, customer experience strategies and strategies for growth and internationalization.

From newspapers to marketing, internet and CRM
Ever since his first "real job" soliciting subscriptions to The Delray and Boynton Beach News Journal door-to-door in sunny Florida, his career has included some 10 years in the marketing/publishing industry, and approximately 10 years in the IT software and IT distribution industry. 

Combining experience from the client side and the consulting/agency side, and having consulted to major-league clients across a variety of industries, Michael is a highly insightful, innovative and productive top-level marketing consultant.

Speaker, educator and mentor
He has spoken at hundreds of seminars and conferences, written hundreds of articles, lectured at numerous educational institutions, and is frequently quoted in leading marketing and IT industry publications in several countries.  Moreover, he proudly assists talented entrepreneurs in a capacity as board and/or advisory board member to share his experience in a mentor capacity. Check out his upcoming speaking engagements here 






 
 

 
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