The ‘Who For’. Customer Experience, Marketing & Digital Strategy

Having a purpose led and connected team is half of the equation. The other half is putting the customer at the heart of everything you do. Traditionally marketing's role has been to deliver the right customer with the right message at the right time in order to get them in the door. But this is no longer enough. We live in an experience driven world. Our customers' expectations are shaped by every interaction with us, our competitors and other brands. We have to consider the experience of our customers throughout their lifecycle with us in order to create loyalty and sustainable bottom line impact. And we can only do so by actually talking to, and understanding our customers.

Customer Experience Strategy

By taking an experience driven approach to understanding our customers, their desired journeys and how we move them through to create brand advocates we first have to understand who our customers are. We use Persona's to outline the key attributes of our customers and use these to design personalised journeys with us.

Marketing Strategy

Having done the customer experience work outlined above the marketing strategy and tactics begin to emerge based on specific personas' needs (not on the latest marketing fad). We then use the strategy to devise a roadmap of the work needed to deliver on the this with associated budgets, responsibilities and costs. This is not a 'strategy for strategies sake exercise' and the resulting roadmap keeps everyone on track.

Digital Strategy

In our view 'digital' is just another channel to engage customers and needs to be integrated into the overall customer experience with clear rationale for investment. However many NZ companies are yet to do the foundations well online and therefore need a specific focus on this, in the short term in order to maximise the potential of this channel in reaching an international market.