Improving Your Brand’s Customer Experience | See Girl Work

Improving Your Brand’s Customer Experience

customer experience

It is never a gamble to invest in understanding your customer, collecting and analyzing the right data, and improving your brand’s customer experience.

Marketing trends, buzz words and social media fads will come and go — especially in this ever changing, ever evolving digital space.

But the best marketing investments we can make as business owners or marketers is in understanding our customers and improving our brand’s customer experience.

Why is it important to understand your customer?

One of the first things I ask our clients at See Girl Work is for them to tell me about their ideal customers.

How old are you customers, what kind of job to they have, how much money to they make, how educated are they? Are they black, white, or Asian?

The reason I ask this is because as a business owner or aspiring brand — it’s important to know your customer. You should know as much as you can about them. Including their pain points and why they need you, your product or your service.

You need to know how to solve their problems and make their lives better.

You can get to know your customers through surveys, focus groups, or just one and one conversations. You can even try social listening with tools like Google Alerts and hashtag or keyword tracking to get a sense of what your customers are saying about you online.

It’s important to know your customers and their personas so you can know how to market your business to them.

If your customers are affluent, you’ll want to invest in a high-end, custom developed website. If your customers are young professionals, you might want to invest in LinkedIn advertising and sponsored posts.

According to an article on Content Marketing Institute: “Your content marketing only works when your audience responds to it.”

Why is it important to collect and analyze data?

It’s important to collect data and understand what it means so you can know how it’s impacting your business and your bottom line.

Don’t let the term “data” intimidate you either. Data simply means information. Your customer data could include where you customers live, their gender, age range, their search engine of choice, their device of choice, favourite social media platform, what time of day they’re on Twitter, Facebook, etc.

If you’re putting out a brand that does not resonate with your ideal customer, you need to have that information, analyze it to figure out why and put steps in place to pivot your marketing efforts — or even your product development.

If your ideal clients are men, but mostly women respond to your survey questions, then your marketing plan won’t make sense for your business goals.

You can also look at your social media metrics and your Google Analytics to help get some better insights into your customer data.

How long are they staying on your site? What links are they clicking? What triggers them to share your content on social media? What are they uploading or downloading and at what times?

Your aim should be to discover how your prospects are responding to your brand and anticipate their needs so your marketing campaigns will solve their pain points — and develop them into customers.

What does this all mean for your customer experience?

Customer experience can be defined as the interactions between a customer and an organization throughout their business relationship.

An interaction can include awareness, discovery, cultivation, advocacy, purchases and service.

A customer journey maps out the steps your customer might go through in engaging with your brand.

Whether you sell a product, a service, or yourself  as a thought-leader or influencer — creating a customer journey is important for your brand.

Harvard Business Review gives a great example of what that customer journey map might look like.

…a customer journey timeline that includes first engaging with a customer (perhaps with advertising or in a store), buying the product or service, using it, sharing about the experience with others (in person or online), and then finishing the journey…

When you know your prospects and customers, and you can access and understand their data — including their likes, dislikes, pain points and behaviours — it becomes easier to define what you want your customer experience to look like.

When mapping out your own customer experience touch points consider how and where your prospects will discover your brand?

At what point will they make the decision to purchase your product? Do you have to wine and dine them with a lot of info and research in order to influence their decision-making process?

How do you treat them once the purchase has been made?

There is no single right way to create a customer experience. You will need to find what works best for your brand.

The Bottom Line

It is never a gamble to invest in understanding your customer, collecting and analyzing the right data, and improving your brand’s customer experience.


Image via Jennifer Brister/Stocksy


Alethea Robinson

Founder & Blogger-in-Chief, See Girl Work

Alethea Robinson is a freelance marketing & content writer who provides content strategy, blogging, and writing & editing services for creative agencies and small to medium-sized businesses. In addition to her freelance business, Alethea is also founder and blogger-in-chief at See Girl Work, an online community for creative, entrepreneurial-minded women. Before starting her blog and freelance business, Alethea worked in marketing and communications for over 15 years.


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