1.

Customer experience marketing is about putting the

customer at the forefront of your marketing strategy.

customer experience (CX) is the product of an interaction between an organization and

a customer over the duration of their relationship.[1] This interaction is made up of three
parts: the customer journey, the brand touchpoints the customer interacts with, and the
environments the customer experiences (including digital environment) during their
experience.

Customer experience is now the fifth marketing P that needs to be managed

as purposely and carefully as the product, and the price, and the promotion,
the traditional Ps of the marketing mix. Lisa Macpherson, Hallmark

You must be able to provide quality customer experiences throughout the customers
lifecycle not just at acquisition and renewal. Customers remember all the
experiences they have with your company.

By integrating the customer experience into your marketing strategy, you can ensure
that your customer is at the forefront of all new initiatives.

According to Gartner, customer experience is the practice of designing for and

reacting to customer interactions to meet and exceed customer expectations to
increase customer satisfaction, loyalty, and advocacy

Customer experience is more than customer service or quickly answered queries. It

encapsulates the entire lifecycle of your customers.
The gap must be closed between customer demand and what brands are actually
delivering.

The customer experience should no longer be left to the customer service team.
Marketing needs to take a proactive approach to create campaigns that focus on the
customer and deliver an amazing experience. Your customers want a personalized
and consistent experience across all marketing channels.

The customer experience is now a part of your marketing strategy

Why customer experience marketing is important

Amazing customer experiences help retain customers and build loyalty.

Consistent experience. Customers wants a consistent experience across all
departments.
Customers want personalization. They want to be treated like a human, not
a record in the CRM. Create customer profiles, offer up customer service
and material that is relevant to their needs.
 Make customer experience a priority. It needs to be at the forefront of all
marketing communications. Right from the first point of contact, the
customer experience starts. What experience do you want to deliver? It
needs to be consistent from the initial marketing that grabbed the
customers attention, all the way through to after sales support.
Poor experiences cost you money. It takes 12 positive experiences to make
up for one unresolved negative experience (Understanding customers,
Ruby Newell-Legner). A 5% reduction In the customer defection rate can
increase profits by 5-95% (Bain & Company).

Some initiatives you can use to create amazing experiences for your customers.

1. Segmenting customers

You might have some customers on monthly contracts, others just on ad hoc plans.
These customers are different. They have different needs and wants, so from a
marketing perspective to keep them happy and to grow new business, you should
engage with them differently. Think about why they are doing business with you and
send them special offers, educational content and personal follow-ups that are based
on that why.

2. On-boarding new customers

Do you have a standard on-boarding process for all new customers? Think about
how you can tailor the on-boarding to each specific customer. You will no doubt have
different types of customers (like the above example, monthly vs ad hoc). Different
expectations need to be set for each customer type. Use the on-boarding to create
those personalized experiences.

3. Up-sell opportunities

This is where the money is made and where you can see the benefits from customer
experience marketing. After segmenting your customers, you can tailor up-sell
promotions and marketing around their specific needs and wants. Studies by Jupiter
Research have shown that relevant emails produce 18 times more revenue than
standard email blasts. Use the data you have on customers to tailor marketing
messages and up-sell your products.
In customer service and, more importantly, in marketing, communicating with your
customer means anticipating their wants, needs, and problems even before they
arise
Five check points for customer experience strategy:
User centred design
Offer personalized engagements
Provide clear paths to resolution
Re channeling should be intelligent and immediate
Keep all the customer data updated
Ex. Mountain Dew campaign- 15 ambassadors ran contests, US Ikea
hosted sleepover for top 100 contestants

2. Range of marketing activities green marketing incorporates

Green marketing is the marketing of products that are presumed to be environmentally safe.
Thus green marketing incorporates a broad range of activities, including product modification,
changes to the production process, sustainable packaging, as well as modifying advertising.
A model green marketing mix contains four "P's":

Product: A producer should offer ecological products which not only must not
contaminate the environment but should protect it and even liquidate existing environmental
damages.

Price: Prices for such products may be a little higher than conventional alternatives. But
target groups like for example LOHAS are willing to pay extra for green products.

Place: A distribution logistics is of crucial importance; main focus is on ecological

packaging. Marketing local and seasonal products e.g. vegetables from regional farms is
more easy to be marketed green than products imported.

Promotion: A communication with the market should put stress on environmental

aspects, for example that the company possesses a CP certificate or is ISO 14000 certified.
This may be publicized to improve a firms image. Furthermore, the fact that a company
spends expenditures on environmental protection should be advertised. Third, sponsoring
the natural environment is also very important. And last but not least, ecological products will
probably require special sales promotions.[citation needed]
Additional social marketing "P's" that are used in this process are:

Publics: Effective Social Marketing knows its audience, and can appeal to multiple
groups of people. "Public" is the external and internal groups involved in the program.
External publics include the target audience, secondary audiences, policymakers, and
gatekeepers, while the internal publics are those who are involved in some way with either
approval or implementation of the program.

Partnership: Most social change issues, including "green" initiatives, are too complex for
one person or group to handle. Associating with other groups and initiatives to team up
strengthens the chance of efficacy.

Policy: Social marketing programs can do well in motivating individual behavior change,
but that is difficult to sustain unless the environment they're in supports that change for the
 long run. Often, policy change is needed, and media advocacy programs can be an effective
complement to a social marketing program.

Purse Strings: How much will this strategic effort cost? Who is funding the effort?

Ex. The Energy Star- label, for example, now appears on 11,000 different companies'[12] models
in 38 product categories, from washing machines and light bulbs to skyscrapers and homes.
Kansai Nerolac- Nerolac Impressions eco Clean- preserving indoor air quality and reduce the
incidence of eye and respiratory irritation by the fumes
Nokia took used mobiles and chargers for recycling.

3. Bottom of pyramid has emerged as a dominant concept in

business. Give ex as to how it has changed business models.
 4. Elaborate on how digitalization has resulted in any emerging
marketing trends and practises.
The challenge for businesses is to face the implications of digital change: in
particular, the loss of control over the customer relationship, increased
competition and threat of commoditisation, and the need to engage digitally with
suppliers, partners and employees in addition to customers.
Ex. fashion retailer All Saints has integrated the convenience of web browsing in
their physical stores by adding internet enabled kiosks on-site, so customers can
browse and check availability on-line, and then try the item on in-store and get
the best of both worlds.
Apple stores use mobile Point of Sale terminals to add the convenience of click
to pay to their physical shopping experience and provide customers with an
email receipt from the POS terminal.
Do us a flavour campaign, a social media initiative that invited consumers to
generate ideas for the next flavour of crisps.
 5. Emphasize on importance of marketing with your consumers
as co-marketers
Dove- real beauty campaign
. Customer referencing is conceptualized as a triadic interaction through a
reference network: it involves the supplier, the reference customer and the
potential customer, emphasizes interactive information sharing through the
network relations, and creates value for all involved actors. Suppliers
communicate their specialized skills by involving reference customers. Reference
customers as co-marketers contribute to suppliers value propositions by
communicating their satisfaction and user experiences as perceived value-in-use
and co-construct value for other customers. Figure 1 A tentative framework: The
reference network and triadic value co-creation generating value for and by all
involved actors Reference customer as a co-marketer Value co-creation
Generatedvalue Buyer Seller Generatedvalue

Benefits:
Credibility in information
Decreased risk
Increased evidence of sellers performance. Ex. Designer,
lawyer
Buyers aim to find optimal solution to their problems
Sharing experiences
Faster customer acquisition as the seller need not start from
scratch
 Value based on feedback
The Rise of the Prosumer
A Prosumer is a term used for a consumer who is unusually interested in
products/ services of a brand. Prosumers will dedicate their spare time to upload
reviews and comments and respond to other reviews and comments about the
product. Some prosumers will record YouTube videos to help other users with
technical service issues of a particular product. These individuals can be very
useful sources of product development ideas, or can be incentivised as a low
cost provider of technical service to other consumers.
6. Shortnotes:
a. Social marketing
b. Crowd sourcing
c. Cause marketing
d. Event driven marketing