Thomas O’Banion, head of marketing of First Orion, discusses why companies need more than multi-million-dollar marketing and advertising campaigns today. Also, to boost return on investment, companies must leverage advanced branded communication technologies – such as branded calling – to elevate total experience (TX) strategies and drive long-term sales growth.
This year, companies paid $7 million to air a 30-second-long commercial during the Super Bowl LVI broadcast. While these ads capture the attention of a large viewing audience each year, to effectively capitalize on advertising campaigns like this, brands today need to elevate their total experience (TX) approach.
To support marketing and advertising campaigns and achieve more ROI from these efforts, companies are turning to branded communication technologies such as branded calling that address the TX. Branded calling solutions allow enterprises to display their name, logo, and reason for calling on the call recipient’s mobile device, helping companies deliver outstanding customer and employee experiences.
What Is Total Experience?
In today’s experience economy, it is no surprise that enterprises are increasingly adopting technologies designed to enable total experience. Gartner defines total experience as a strategy that creates superior shared experiences by weaving together customer experience (CX), employee experience (EX), user experience (UX) and multi-experience (MX).
CX relates to customers’ perceptions and feelings resulting from interactions with a brand’s products and services, while EX is the sum total of a worker’s experiences at a company. User experience is made of all the interactions with a product or service, no matter where the user is in the buying process. Multi-experience relates to a user’s entire experience from multiple platforms, including chatbots, websites, mobile apps, augmented reality and metaverse experiences, and voice channels.
No longer considered separate disciplines and operated in silos, companies are taking a holistic approach, intertwining these areas to create exceptional experiences that increase customer and employee satisfaction and drive better business outcomes.
According to Gartner, 60% of large enterprises will use the total experience to transform their business models to achieve world-class customer and employee advocacy levels by 2026. Enterprises already taking a holistic total experience approach are well-positioned to succeed. Gartner projects that these companies will outperform competitors by 25% in satisfaction metrics for both CX and EX by 2024.
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The Business Case For TX
A TX-led business strategy can act as a powerful competitive differentiator that drives results and accelerates business growth. A ThoughtLab study sponsored by ServiceNow showed a clear link between employee satisfaction, customer satisfaction, and profit. The study found that 41% of total experience leaders reported greater market share and lowered costs from balancing customer and employee experiences, and 45% reported higher revenue from integrating CX and EX.
Getting CX right means delivering great products that meet customer needs and providing excellent customer service and clear communication. Effective EX strategies work to enhance employee engagement and satisfaction by providing the tools and resources they need to be successful.
A TX strategy that interconnects CX and EX is critical to company success. As consulting firm PwCnoted: “Customers generate revenue. Employees drive the experience.”
Unhappy employees negatively impact the customer experience, which leads to damage to the business’s reputation. According to PwC data, 73% of all people pointed to customer experience as an important factor in purchasing decisions, and one in three consumers (32%) indicated they would walk away from a brand they love after just one bad experience.
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How Branded Communication Technology Can Help Power TX
The phone channel provides the human interactions critical to delivering excellent customer experiences. PwC research shows that 64% of U.S. consumers feel companies have lost touch with the human element of customer experience, and 71% of Americans would rather interact with a human than a chatbot or some other automated process. While consumers want more human interaction, companies must better integrate the human touch into their TX strategies.
Branded communication technologies such as branded calling inject trust into the phone. These solutions make it easier for businesses to connect with customers and provide the personal interaction consumers want. Companies spend millions of dollars on branding and marketing elsewhere, like the Super Bowl and TV commercials, social media, websites, and billboards. Yet, they are unaware of the impact a phone call can make (for much cheaper than a Super Bowl ad). Using this technology, enterprises can brand calls, letting consumers know who is calling and why. That’s critical in an environment where an estimated 1 billion scam calls are made to customers each month; as a result, mobile users avoid answering calls from numbers they don’t recognize. Studies show that more than 3 in 4 people have missed calls from businesses because they didn’t know who was calling.
Missed connections – and the bad customer experiences that accompany them – can damage brand reputation and compel consumers to consider switching to a company that delivers more responsive, more personal customer experiences.
A missed connection resulting from consumer call avoidance is also a major source of team member frustration. The harder it is for employees to connect with customers, the more frustrated they become. That frustration can impact employee retention and spill over into customer interactions, negatively impacting CX.
Providing employees with the right tools and technology to more easily connect with customers and humanize customer interactions is essential to designing a successful TX strategy. Branded calling is a tool that increases call volume and engagement which boosts customer and employee satisfaction.
A recent case study involving a home improvement retail chain highlights how branded calling can drive an exceptional customer experience, elevate the employee experience and improve marketing efforts.
The home improvement company needed help reaching customers post-purchase. Due to the fear of unwanted scam calls, customers weren’t answering calls, leading to missed deliveries and increased costs.
To solve the problem, the home improvement company invested in branded communication solutions to brand its outbound calls. As a result, the company saw a 39% increase in calls answered. By branding calls, the retailer saw improved rates of on-time deliveries and happier customers and also saved costs by avoiding missed deliveries.
While Super Bowl advertising campaigns effectively generate awareness, these campaigns and others like them need the support of TX strategies to help companies create exceptional experiences across all touchpoints. Getting TX strategies right enhances employee satisfaction, improves customer loyalty, and ultimately drives growth.
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