Marketing with a memory creates customer experience success – here’s how

Marketers know that to create great customer experiences, they need to connect the right people with the right message at the right time. (Frankly, we’ve all said this so much that just uttering the phrase to your fellow marketers is likely to cause eyerolls.) But here’s the new part – those moments in time, those moments that make up the connective tissue of your brand, are getting smaller and smaller and closer and closer together.

Even with the necessary technology and channels at their fingertips, many marketers haven’t known quite where to start with customer experience (CX) innovation.

It’s challenging enough at the best of times. But when you factor in the disruption of Covid-19, brands face a perfect storm of changed customer behaviour and transformed business models.

To survive what we call ‘The Great CX Reset’, brands need to go through a CX reset of their own, fast.

Moments that matter, now matter more

Long-trusted tools like buyer journey maps are no longer reliable today. In all the disruption of the past 18 months, traditional buyer journeys have become extremely fragile, with more breakpoints.

We speak with lots of brands who want to create great CX moments, but aren’t sure exactly where to focus their efforts. That’s why we created The Great CX Reset series.

Our first instalment in this series, ‘An unexpected opportunity to build brand love’ sets out some proven, effective ways to start marketing in the moment.

Marketing with a memory

Our second instalment, ‘Why the best CX moments rely on your brand’s memory’, dives deep into the long-term foundation – the ‘slow’ marketing required to make the ‘fast’ stuff deliver.

We call this investment in the long game ‘marketing with a memory’. Without it, it’s impossible to create the CX that people love, trust and use to make purchase decisions.

A joined-up customer journey

Many brands prioritise the latter stages of the customer journey and risk losing sight of the longer timeline. Great CX moments take years to get right – and it all starts pre-purchase.

If you’re treating prospects differently from customers, it’s probably time for a rethink. In fact, we advise brands to consider prospect experience as seriously as customer experience. Hint: this all starts with getting the right data foundations in place so you can understand the customers you love and those you’d love to have.

So, if you want to ensure your brand survives The Great CX Reset, it’s time to master marketing with a memory – are you ready?