Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Four ways retailers can build their loyalty muscles

The study has identified four key ways in which retailers can shape or re-shape their consumer-facing content to reach further and build greater loyalty among both prospects and existing customers. For example, research from the CMO Council found that more than 60% of consumers want content beyond special offers, seeking information about new products, features and services from the brands they follow.

"The link between content and customer loyalty is clear," said Sandra Gudat, president and CEO for Customer Communications Group. The four key ways retailers can help customers gain value are as follows:

1. Get Personal
   Relevance is the key: connecting content to the wants and needs of your individual customers. In other words, it's what your customers want to read - not what you want to say. To best align your content programme with individual consumers, leverage customer data to understand their preferences - then continually create new and innovative ways to benefit them.
2. Be Credible
   Your content should help guide and educate. When it comes to marketing your products or services, your customers should feel they are more like partners than mere sales targets. Even if consumers don't have the immediate need for a particular product or service, you can keep yourself top of mind by branding yourself as the one they should contact when they are ready to move forward.
3. Stoke the Emotional Connection
   Loyalty can be thought of as an emotion that's strengthened over time through customer experience. By offering consistent, relevant messaging across multiple channels, you are strengthening that connection with every communication. Do this, and over time customers begin to feel personally valued by your business.
4. Keep it Insightful, Educational, and Abundant
   The old adage "quality, not quantity" is only partly true when it comes to loyalty-building content. Today's consumers expect both. They are hungrier than ever for insightful, engaging information that can help them make sound decisions. And with increasingly ever-present social media, there are more ways to supply your customers with the content they're looking for. So will they satisfy their craving with a competitor - or with you?

Find out more about measure content marketing success and many other content marketing tips and strategies that build loyalty and boost the bottom line, read CCG's Guide to Content Marketing at The company's 2015 Guide to Content Marketing has been made available for free download from its web site - click here (zipped PDF document; no registration needed).

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)