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Customer experience is your customers’ perception of how your company treats them. These perceptions affect their behaviors, and build memories and feelings to drive their loyalty.

reasons to improve customer-experience
Whatever be the kind of business you’re in – improving the experience for your customers has been proven to increase retention, satisfaction and revenue.
According to a research from PWC, 86% of buyers are willing to pay more for a great customer experience.

The more expensive the item, the more they are willing to pay. A Walker study found that at the end of 2020, customer experience will overtake price and product as the key brand differentiator.

Inbound Marketing Actually Improves Customer Experience

Inbound marketing is a marketing strategy designed to get the attention of prospective customers, before they become actual customers.

Inbound Marketing can also be called Permission marketing, which is about engaging the consumer in your marketing campaign by seeking permission to send your communication or get her attention. You can get permission by offering some form of reward – maybe a free SEO report, or valuable information.

The inbound marketing methodology consists of four steps: attract, convert, close, delight. Each stage is achieved by best practices and it is based on permission marketing. It is the opposite of the interruption methodology

1. Attract

The prospective customer out there may not be aware of your product; going further, she may not even be aware that she has a need. Your company should be easily found by people who are looking for the same products or services as yours. If they are not looking actively, maybe they have a latent need – your job is show you have a solution which can improve their life with a product category they were not even aware existed.

To realize this objective you have to follow some best practices:

• Improve your SEO optimization;
• Add a blog to your website;
• Spread your contents through your social channels.
• The first stage of inbound marketing strategy is about attracting potential leads and making them aware of your business and its offerings.
• This involves creating content that provides value, and then making sure that it reaches your audience in the best possible way.

2. Convert visitors into leads

This stage involves getting your hands on visitors’ contact information so you can engage with them and show them why they should do business with you.
Personalization is done through analytics software such as HubSpot, through tracking customer behaviours on your website and social networks, through email conversations, and through each and every online and offline interaction that customers make with your brand.
With all this information, it becomes very easy to start personalizing your interactions.

Three tactics used for converting visitors into leads:

Landing pages

  • Opt-in forms
  • Calls-to-action
    • A call-to-action (CTA) is a visual way to convince visitors to take action. A compelling CTA is bold, short, clear and action-oriented.

3. Nurture leads into customers

The whole point of collecting leads is so you can communicate with them and convince them to do business with you.
In this stage, you reach out to potential customers through various channels, and show them exactly how your products or services can benefit them.
Take a look at the three tactics below:

Email marketing


To begin with, you will of course be using first names at the top of every email you send out to customers. But, beyond this basic approach, your email marketing should also be tailored to each individual customer based on what you know about them.


After prospect has converted, you can create special, personalised offers to keep your existing customers happy, like add a generous coupon voucher onto your thank you emails.

Customer relationship manager (CRM) and marketing automation

Nurturing leads is a long-term process, and automation can help you save time and increase the effectiveness of your campaigns.
Use CRM and marketing automation software to manage your leads, create automated email workflows and view in-depth insights on their engagement with your communications and business. All of this will help you communicate with leads in the best possible way and increase your chances of converting them into customers.

4. Delight customers

Inbound marketing is not just about getting customers. It’s about making your customers so happy that they turn into promoters of your business.
The more you delight your customers, the more likely they’ll be to leave great reviews and generate positive word-of-mouth. The objective of this stage is to ultimately attract more visitors and potential customers to your business.
Live events and webinars
Customer support

Offering excellent customer support is crucial to keeping customers happy and satisfied with your business.

Social listening
Social media is a great place to learn more about your customers and benefit from that information.

Surveys
If your customers are not leaving reviews on their own, do not hesitate to ask. Reach out via email, SMS, Facebook or Instagram Messenger and other channels to collect their thoughts and opinions on how to improve your services for their benefit.

Inbound marketing helps you turn customers into advocates and effectively steers them away from your competitors. This involves delivering great customer service.

Effective customer service involves three elements, which are listed below:

Customer support: This is about you reacting to customer’s needs. Helping them. It’s transactional and interactive and is both initiated and concluded by the customer.

Customer service: You guide the customer. Instead of them saying they need something, you say you have something for them.

Customer success: This is always initiated by you and requires a bit of forethought and anticipation of your customer’s needs, both present and future. It provides customers an opportunity to garner something they might not have even known they needed or wanted.

To ensure a great customer experience, you need to incorporate the above three steps into your inbound marketing strategy.

A good inbound strategy includes your efforts to attract, engage and delight your customers, which then moves into great customer support, service, and success, which perpetuates the whole cycle once again.

Consumer loyalty is not won by a single positive interaction with a brand, but by repeated exposure.

Each time you solve problems and meet needs for people, whether it be with a simple blog post or with a slickly produced video tutorial, you gain credibility. Over time, these interactions create and solidify a positive association of your brand with relevance, usefulness and value.

Inbound marketing help increase your customer retention rate
Repeat customers and brand evangelists are imperative to a healthy sales cycle – so customer retention strategies are of critical importance to any business.

Customer retention programs are usually composed of several tactics used to engage, delight, and provide value to current clients. The idea here, as it concerns inbound marketing, is that when you enjoy and provide transparent value, you earn the opportunity for repeat purchases and longer customer lifecycles.

Inbound marketing keeps them coming back for more. By providing honesty, transparency, and proper customer service the consumer will begin to trust and love the brand for its actual value.

Using inbound marketing is one of the best things you can do to increase your revenue and profits while also increasing the brand loyalty and trust your business receives. An inbound marketing strategy focuses on providing content to and developing trust with your potential buyers.


Anand Rao

Anand Rao is the founder of Ananya SEO Services (http://www.ananyaseo.com ), a Search engine Optimization Agency offering both website development, SEO and PPC management.He is an MBA from Indian Institute of management, Ahmedabad, and has 20 years of marketing experience in IT services companies. His area of expertise is internet marketing, software projects outsourcing.Anand is deeply interested in writing. His book, "The Healer of Minds", a biography of a psychiatrist was published as part of Wonderful Mind Volume II. He sporadically writes short stories, one of which was published in Mirror magazine (India).He trained in Bharatnatyam (Indian classical dance) and has given performances. He loves cooking, photography, yoga and travel