How communication influences your customer experience

Knowing how to use communication is essential for those who want to improve their customer experience. More than simply opening a dialogue channel, communicating well with your target audience is creating a relationship that goes far beyond buying and selling products or services. The customer, when looking for your company, wants more than a place to consume. He desires knowledge. He wants to be informed and to know everything about what he is buying. This includes the history of your company and your company's role in society.

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That's why large corporations invest so much in marketing. It's not just about selling and making a profit. We seek to win over the customer in the small details: in the memory of an anniversary, in the correct tip for using your product, in the invitation to events; in short, the limit is made according to your relationship.

The consumer journey and communication in the customer experience

Marketing in the Digital Age uses strategies that involve people in an information network in order to attract and conquer them. The result is the conversion of a simple blog reader into a loyal customer.

To achieve this goal, communication professionals use a concept called “consumer journey”. This concept says that the potential customer goes through four very different stages before buying a product or service, whether in the digital environment or outside it. It's A.I.D.A., an acronym that stands for Attention, Interest, Desire, and Action.

A.I.D.A. strategy

This strategy seeks first of all to awaken the attention of your audience to the issue surrounding your product. You can do this through an article on a blog, a post on social media, an educational video, an infographic, or even an e-book. That's when the public will become aware of a particular problem or situation in which they live.

Then, it is necessary to awaken the interest of this potential consumer in your solution. Once again, a communication strategy is used. You can make a webinar, podcast, video, or create specific content for blogs or social networks.

It then starts to make the person want your product. At this stage, you must show his qualities and how useful he is and brings advantages to his audience. Thus, a demonstration of how this merchandise is used or, also, a comparison with its competitors is made.

The last part of the consumer journey is action. For this reason, it is important that the description of your service or product is well designed, harmonizing text, photos and, if possible, videos. You can also use testimonials from other customers and a feature known as CTA (Call to Action), which calls the user to make the purchase.

Although the action is considered the last stage of the consumer journey, communication doesn't have to end there. You can also influence your customer's experience, even after completing the deal, by keeping in contact with them through marketing emails, newsletters and participating in forums and groups about your merchandise, on social networks.

In the end, that's what matters

We can conclude, therefore, that communication influences every stage of your customer's experience. Therefore, the closer, more friendly and coherent the dialogue with your consumer, the more fruits your company will reap. And, in the end, that's what matters, maintaining a light and healthy relationship so that sales occur constantly and naturally.

Learn more at:
What you can't miss in your strategy - Blog Wittel

Customer Experience - Rock Content Blog