In recent years, surveys of businessmen have highlighted their interest in increasing consumer satisfaction. Nearly 70% consider it essential to invest in strategies aimed at expanding and strengthening this relationship. The answer to their demands is to invest in direct marketing to improve the customer experience. Its effectiveness is not a product of chance, but of its specific qualities.
We demonstrate the value of this tool by analyzing the following aspects:
- We review the concept of customer experience and its importance for companies.
- We analyze why direct marketing is an effective tool to increase consumer satisfaction.
- We highlight the exclusive advantages of opting for this promotional strategy.
Here you can understand what direct marketing is and its main tools.
Advantages of promotional marketing for customer experience
Excellence in customer experience is only possible if there is satisfaction in each and every interaction with the company. If the customer service is successful, but the email marketing fails, for example, that overall positive feeling is not achieved.
Opting for direct marketing guarantees you to improve communications with the user, an essential part of company/customer relations. This need to facilitate and streamline interrelationships is more complex in large companies, with a larger number of customers.
Direct marketing makes the personalized approach possible and complements it with multichannel. A dual perspective that responds to each customer, at the right time and through the channel they prefer in each circumstance and in a congruent manner regardless of the channel used.
These are the advantages of combining physical and digital channels in marketing campaigns.
How does direct marketing improve the customer experience?
The keys to achieving this objective of comprehensive customer satisfaction and working with direct marketing strategies are as follows:
Covering the entire customer lifecycle
Companies are aware that the relationship with their customers does not end at the moment of purchase. Have you had problems understanding the assembly instructions? Is there anything that has bothered you when you started to use it? Have you not found someone to address your questions to?
Any of these circumstances, ends with the initial satisfaction of the purchase. What’s more, not only does it not build loyalty, but it usually ends up with the user going to a competitor.
At MailComms Group we offer you a specific tool, the Customer Journey Map. It allows you to have a detailed view of the different stages experienced by the customer and their level of satisfaction.
Focus on people
Immersed in an environment of technological communications prominence, customers value the feeling of being treated with closeness. Uniform and generalized messages, however original or brilliant they may be, usually do not generate an emotional reaction.
Direct marketing campaigns have the value of personalization. That is, to address the customer as he prefers. This affects the channel, but also the content and the way it is expressed.
We remind what personalized marketing is and how it helps companies.
Transparency and trust
The customer is aware that technology allows companies to have his personal information at their disposal in great detail. It is essential that they do not feel manipulated or that this data is being used for opaque purposes. Only transparency in relationships and the guarantee of privacy can generate trust in the brand.
We recommend using technology platforms that guarantee regulatory compliance and enable a comprehensive customer experience.
At MailComms Group we are experts in direct and promotional marketing. Contact us and enjoy, for example, the advantages of our technology agency service, Tech-Agency, for the creation and optimization of your communications.
Frequently asked questions on the benefits of direct marketing to improve customer experience
Why is it important for companies to improve the customer experience in their marketing campaigns?
In a globalized and highly competitive market , companies not only need to attract customers, but also to build customer loyalty. These are the objectives of effective promotional campaigns, in addition to making themselves known, relationships in which they feel they are attended to in a personalized way and that generate trust.
What aspects of the customer experience are improved by direct marketing?
These strategies allow us to serve the customer at all stages that are part of their experience. Of course, always and at all stages, receiving a personalized treatment and with the guarantee of privacy and complete transparency about their data.
What tools are needed to implement direct marketing campaigns that improve the customer experience?
The most effective is to work with technology platforms that combine tools such as a CCM (Customer Communications Management) and CRM (Customer Relationship Management). This covers the entire life cycle of the customer experience from personalization and multi-channeling.