So far we’ve discussed understanding your target customer, segmenting data intelligently and refining the approach based on data-driven optimization.
Here’s my fourth and final article in this series on delivering the right customer experience.
4. Measure. Learn. Transform.
Measure results in the form of loyalty, revenue, and new customers earned. If you can’t measure direct impact on brand equity and actual revenue, your activities may not be as valuable as you think. As I mentioned, we’re particularly keen on revenue here at Leapfrog Online because we only get paid when our clients do. It’s the ultimate partner accountability and it’s something you should be looking for from your internal team as well.
Broad strokes, I know, but we have to start the dialogue somewhere. Building a true customer experience creates incremental and sustainable growth for your brand, and that’s the kind of equity we love to see. I’ll get into these steps and share more tangible examples as time goes on.
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