"Fly the friendly skies" … "When you’re here, you're family" … "Find the products you love at the prices you deserve."
Coming up with a clever tagline is relatively easy. But it may be far removed from the reality that customers experience when they actually use your product or service. The role of marketing is not just to help sell offerings or even to identify new product opportunities. While sales-enablement and innovation are worthwhile pursuits, a foundational task for strategic (and yes, honest) marketers is to ensure that brands are making promises that the rest of the organization can keep—and are geared up to keep the promises they’ve already made. The methodology that ensures this happens is called customer experience design.
EMM Group has helped many businesses assess, improve, and re-design their customer experiences. The process begins with a fact-based of view of the experience journey from the pre-purchase stage, through purchase and use, and all the way through to the customer decision to become an advocate or re-purchase the product. Often, we map not just the role of the customer but also of other stakeholders, such as influencers, intermediaries, specifiers, buyers, and installers. This gives businesses a well-rounded view of the experience journey and where the biggest gaps may lie.
One distinguishing feature of EMM Group’s approach is our focus on pain-point modeling. By focusing on specific pain points and modeling their importance based on frequency and impact, we are able to identify the most tangible and actionable implications of improving the experience journey. Our approach also includes a special Experience Re-Imagine toolkit to re-design the experience using the latest technologies, data and services. This empowers our customers to improve differentiation and build competitive advantage rather than merely filling in gaps.
Businesses that implement a strategic re-design of their customer experience are able to build a solid base of loyal customers, which is the foundation of sustainable growth. Such businesses can often command higher prices because of their standing with customers. Plus, as brands grows in reputation, customers are more willing to trust new product and service offerings.
To learn more about our client successes, read case examples.