March 20, 2014
Talk to most marketers and they’ll tell you that creating a winning customer experience is good for a brand’s bottom line.
It might surprise you, then, that less than 5% of marketers think they’re delivering on that goal.
So, why the gap?
We recently hosted a webinar with Adam Figueira, Product Marketing Director at Monetate, and Bill Aicher, Chief Growth Officer at Musicnotes, to explore that gap and to offer a four-pronged approach to bridging it.
The gap, said Figueira, lies in the fact that marketers are struggling to understand their goals, and are equally unsure of how to reach them.
To help them calibrate those goals, Figueira presented the Customer Experience Pyramid, a four-pronged approach to delivering customers experiences that are relevant, valuable, authentic, and timely:
To illustrate the Customer Experience Pyramid in action, Aicher presented two case studies: one on how Musicnotes increased its conversion rate with new customers originating from Google search, and one on how Musicnotes increase its conversion rate with customers on mobile devices.
In each, Aicher said, Musicnotes was able to listen to its customers, find the “noise” in their experience and eliminate it. Now, Musicnotes is focused on fine-tuning the overall user experience for its visitors using the same principles.
“A lot of organizations include user experience testing as part of their web teams, and as part of their efforts to have responsive design. But there are fewer organizations that are ultimately doing relevancy testing,” Figueira added. “We’re stronger at the bottom of the pyramid with that user experience testing than we are at the top with the relevance testing. And I think that gives us something as marketers to aspire to.”