{"id":115257,"date":"2020-12-08T06:43:15","date_gmt":"2020-12-08T14:43:15","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=115257"},"modified":"2024-05-23T22:49:33","modified_gmt":"2024-05-24T05:49:33","slug":"marketing-and-customer-experience","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/marketing-and-customer-experience\/","title":{"rendered":"Marketing and the Customer Experience"},"content":{"rendered":"<p><b>Marketing to Customers<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Recently I received a marketing offer from a car rental company: use a neighborhood location to rent a car, and get one free day with your rental.\u00a0 The email even provided neighborhood locations from which I could rent.\u00a0 This was quite a timely offer as I had an upcoming need and while I did not need the extra day, it offered me a little flexibility.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I had been left to wonder if my smart devices in my home had picked up a conversation and reported to the AI robot that I was in need of a vehicle, the offer was that timely.\u00a0 However, my wonder about invasive marketing was quickly forgotten.\u00a0 As I was eager to take advantage of the deal &#8211; only to be disappointed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each time I clicked on a location provided in the promotion, I was immediately thwarted by a notice that the location I had inquired about was closed due to the pandemic.\u00a0 Ultimately, I was 0 for 5 on my attempts to take advantage of the deal and to leverage a local station rather than make the trip to the airport to rent.<\/span><\/p>\n<p><b>Marketing &amp; Customer Experience<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Having worked in customer experience for as long as I have, I\u2019ve certainly had to distinguish how CX is different from Marketing Research &#8211; and even further how it is different from Marketing.\u00a0 When speaking with someone outside of these industries, I tend to explain the simple difference between Marketing Research and Customer Experience Research as the former providing <a href=\"https:\/\/www.questionpro.com\/blog\/marketing-insight\/\">marketing insights<\/a> in how to win new customers and the latter is how to retain existing customers.\u00a0 While most of us know that the line is pretty blurry, it does provide a simple explanation at dinner parties when I\u2019m asked what I do for a living.\u00a0 Usually, the next question that comes back is \u201cso you are in Marketing?\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again &#8211; those of us in those industries would probably (internally) shake our head and explain the difference between the two.\u00a0 However, one thing to consider as a customer experience professional &#8211; <\/span><i><span style=\"font-weight: 400;\">everything<\/span><\/i><span style=\"font-weight: 400;\"> to do with your company and your industry in the eyes of the consumer or the customer is a part of the customer experience.\u00a0\u00a0<\/span><\/p>\n<p><b>Blurry Lines Represent Opportunity\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">One might think that \u201ceverything\u201d might be a little too large of a bucket when discussing the customer experience.\u00a0 The reality, just like the marketing email I received from the car rental company, there is an impact on my perception of the company and my overall experience.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing best practices should consider the impact a marketing campaign has on the current customers.\u00a0 If you want an easy example, just think how you feel as an existing customer with a mobile carrier when you were unable to get the same package as new customers.\u00a0 They got the latest phone and the best data deals, while you were locked into a two-year old phone with data limits.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we look at the <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-map\/\"><span style=\"font-weight: 400;\">customer experience journey<\/span><\/a><span style=\"font-weight: 400;\">, the map should always include marketing efforts &#8211; both traditional and digital media.\u00a0 You marketing, whether to new or existing customers, is the promise of the brand experience and ultimately the customer experience.\u00a0 Like many touchpoints in the journey, this type of marketing probably isn\u2019t measured after the fact except to understand clicks and conversions.\u00a0 While it probably is not necessary to survey every recipient of the email, it may justify using tools like our QuestionPro <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/nps-plus-customer-surveys\/\"><span style=\"font-weight: 400;\">NPS+<\/span><\/a><span style=\"font-weight: 400;\"> to ask customers who clicked but did not convert so you can understand if the experience was impacted.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is unlikely that I\u2019ll churn as a customer of this rental car company as a result of this marketing promise that could not be fulfilled, but at the same time it will impact my overall perceptions.\u00a0 Just a few smaller broken promises quickly adds to be the same as a larger failure in the eyes of customers, even if that marketing email was sent with the best of intentions.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Join us as Mark Michelson and I kick off ConneXt Live and discuss CX metrics.\u00a0 If you enjoyed CX Talks, this new format will prove to be even more engaging, interactive and informative.\u00a0 I am honored to be the inaugural guest speaker, be certain to register <\/span><a href=\"https:\/\/bit.ly\/CX-Forums\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\"><strong>QuestionPro offers some of the most advanced <a href=\"https:\/\/www.questionpro.com\/blog\/customer-experience-software\/\">customer experience tools<\/a> available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">QuestionPro CX software<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0today.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/info.questionpro.com\/meetings\/kenneth-peterson\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing to Customers Recently I received a marketing offer from a car rental company: use a neighborhood location to rent [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":115258,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing and the Customer Experience | QuestionPro<\/title>\n<meta name=\"description\" content=\"Recently I received a marketing offer from a car rental company: use a neighborhood location to rent a car, and get one free day with your rental.\u00a0 The email even provided neighborhood locations from which I could rent.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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