Is 2019 the Year of the ‘My-Channel' Approach to Customer Experience?
In this landscape, there is a huge amount of rivalry, with many companies competing for the attention of the consumer across numerous touchpoints. As such, channel marketing is fast becoming ‘the norm’ for many businesses, enabling them to keep up with the competition. But is it the best way for brands to build and retain a loyal customer base or is it time for a new, ‘my-channel’ approach, that has a more personal touch?
We are living in an age when the majority of consumers are digitally savvy with the world at their fingertips. Thanks to the ubiquity of mobile phones and other IoT devices, consumers can go anywhere they want, instantly uncover answers to almost any question, track personal data or research and purchase a near-infinite range of products. This can all be done independently, within minutes, and at the touch of a few buttons.
What consumers want and what consumers get
In this competitive market, it is no longer enough for companies to simply offer the lowest price or rely on a legacy customer base. Instead, it’s all about providing the people who buy your products and services with a memorable and tailored experience to differentiate your brand from competitors. Whether it’s omnichannel, multichannel or cross-channel, in the past few years, numerous buzzwords have sprung up around these different marketing approaches to create stand-out customer experiences. But, none of these are truly personalised to each individual person that interacts with the brand in question.
From cosmetics to pet food, this tried-and-tested channel approach is being adopted by countless brands to tempt consumers, convince them to purchase their offerings, and attempt to keep them coming back for more. At the same time, however, the general public, who see and experience these tactics regularly, have grown increasingly knowledgeable and aware of the ‘tricks of the trade’ that marketers use to keep them entertained, happy and, more importantly, buying their products.
While brands are often encouraged to engage their audiences by creating seamless messaging across various touchpoints (mobile, social media, email, etc.) the customers themselves are growing increasingly frustrated by such invasive intrusions by brands. Worst of all, these obvious attempts to manufacture a compelling ‘experience’ or relationship are often irrelevant, which means mobile users are turned off from the start.
A truly ‘my-channel’ approach, which speaks directly to the customer’s individual preferences, likes and differences, is where brands can make their mark with memorable, accurate and custom-made options that the consumer will readily engage with.
Time for a new approach
While current marketing techniques may benefit brands in the short term, the popularity of this method among today’s brands means that consumers are being bombarded and overloaded with messaging and, ultimately, being turned off. On an average day, the general public can expect regular interactions from numerous brands across various devices, touchpoints and platforms. This overly intrusive approach to attracting attention is, in fact, having the opposite effect on consumers.
It’s important for brands to remember that every customer is an individual and every customer’s experience is different. As such, the way companies approach their marketing should be similarly unique.
Instead of bombarding consumers at every touchpoint, finding the channel most likely to resonate is key. With smartphones at the heart of almost everything consumers do, marketers need to ignore the various channel options open to them and focus on mobile as the best and most personal way to get relevant messaging in front of the right people. To create the best possible experience, businesses must take customers on an individual journey, tailored to their needs, likes and preferences. Taking a ‘my-channel’ approach is key to winning at customer experience in 2019.