We live in a numbers world.
The amount of likes, views, reaches, and engagements determines the success of marketing material and websites, but is this really the best way to understand the success of a campaign or marketing initiatives? Not so, says marketing professional Gerry McGovern:
“These are crude, organization-centric metrics. These very metrics are often the reason customers have terrible experiences on websites, because the websites are managed in a way that maximizes the achievement of organization objectives.”
Most companies say they value a good customer experience, yet when it comes to how they measure those experiences it’s the customer who loses out.
McGovern further demonstrates that, “If marketers behaved in the real world like they often do on the Web, they’d be constantly punched in the face by irate customers because of their annoying and intrusive tactics” The real problem here is that most marketers are thinking about how to reach the organization’s objective, not solving a customer’s problem. Marketers, for example, choose to make consumers navigate through multiple pages so they can maximize the time spent on their site – a key metric.
“If marketers behaved in the real world like they often do on the Web, they’d be constantly punched in the face by irate customers because of their annoying and intrusive tactics.”
It’s time to change the way success is measured. It must be measured from the customer’s perspective. This means solving their problems quickly and easily. Measuring what matters to consumers begins here. Consumers hold all the power, and that means every experience with a business matters now more than ever. At ZIV we subscribe to the philosophy that user experience is what matters the most because of its powerful way to embed positive memories and build customer loyalty. How are your customers experiencing your business? We can help you figure it out and begin the process of improving it. Contact us.