Joel Windels, the CMO of NetMotion, says if you’re working on building the ultimate customer experience, you should shift your mindset and instead look at it as an overall consumer experience. The difference is subtle, but the applications and implication of that mental move are necessary in a world where buying something goes far beyond just the basic transaction.
“The quickest way to describe why it’s important is unboxing videos on YouTube,” he said. “You don’t just buy a gadget or a phone anymore. You’re buying the presentation of the box that it comes in and how it slides out and how it sets up. It’s much more than the utility of the product itself. From the moment you first hear about us, to the moment you finally login, it’s all of those micro touch points. How do you make sure every single interaction you have with us as a business is just really good.”
On this episode of Marketing Trends, Joel takes us further down the consumer experience rabbit hole. Here he provides some key marketing strategies to help curate a positive 360-customer experience, including tactics that not only drive customer engagement, but then turn those customers into champions for your brand.
- Surprise and Delight: Every time you have an engagement with a customer, you have to be thinking about how to turn that customer into an advocate for your brand. This is especially important when a customer has had a poor experience with your brand. Find all the points in the customer journey where you can go above and beyond what is expected in order to mend that relationship and earn a loyal customer for life.
- And Now, Something Completely Different: There is no doubt that marketing in 2020 was vastly different than ever before — but that just meant that marketers had to find innovative ways to engage with customers., To get and stay ahead, continually find ways to turn routine, potentially rote events such as webinars into something new that a customer would want to take part in. In fact, studies show that webinars and virtual events that featured unique twists often receive higher engagement and longer participation.
- To Infinity and Beyond: The customer experience is more than just the overall journey from product identification to checkout. The journey also includes all the other touchpoints as well, from presentation, to unboxing, and feel. Marketers must always be thinking about how you can turn every single interaction into a positive experience.
“I was a journalist for awhile, and was a fairly good writer when I was younger. There is a real link between being a writer and trying to weave a story into the world of marketing.”
“I do think that being a good CMO is trying to look at what I am marketing and say, ‘What are the strengths of the company? And where can you take that brand beyond where it originally belongs?’”
“What can we do to go above and beyond to surprise and delight? What you’re doing is you’re not just satisfying the potential customer, you’re turning [them] it into an advocate. And that’s what I think CMOs and marketers in general should try and leverage. Every time you have an engagement with a customer, it’s an opportunity to surprise and delight, and turn them into an advocate.”
“Being able to sit back and allow your customers to directly engage [with your brand], almost prompts you with your potential prospects. Honestly, it does so much more and is much more effective than anything we could do ourselves. Adding that personal touch, and allowing them to actually verbally be your champions for you in any opportunity you get, has made a big difference for us.”
“I love celebrating failures to some extent, certainly if it means you’ve tried something that you’ve never done before. I think if you’re a fast growth company and you continue to just do the same things over and over, then it’s just not going to work.”
“Being driven by caution is never going to make you do anything interesting or exciting.”
“Often when people say customer experience, they think of a consumer experience. The quickest way to describe why it’s important is unboxing videos on YouTube. You don’t just buy a gadget or a phone anymore. You’re buying the presentation of the box that it comes in and how it slides out and how it sets up. It’s much more than the utility of the product itself. From the moment you first hear about us, to the moment you finally login, it’s all of those micro touch points. How do you make sure every single interaction you have with us as a business is just really good.”
Joel Windels is the CMO of NetMotion. He brings an impressive track record of success in global channel development and inbound marketing. Joel holds an executive MBA from the Imperial Business School, a top ten global institution, and was the youngest student in his cohort. Windels was previously VP of Global Marketing at Wandera, a mobile security firm based in London and San Francisco, that successfully raised over $50M in venture capital. Under his leadership, Wandera’s marketing team expanded into a global force that delivered triple digit year-over-year growth in both 2016 and 2017. Joel’s background in mobility, security and fast-growth environments makes him a valuable asset to NetMotion Software.
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