‘You had me at hello’ … well, you would’ve done…had you looked at your customer journey.
Marketing does not work when conducted in a vacuum. I had a customer experience today that really drove this home. Let me explain:
I’m working on an event in a pretty niche sector for a client. We want to attract people to the stand, so we’re offering a giveaway. But, we didn’t want the standard fodder of i-pads and the like – we wanted something that would excite the audience.
So, first stop Google, with some pretty niche keywords.
I’m feeling positive, credit card in hand. The results come back with the usual mix of PPC and organic listings. The top PPC advert got my attention immediately, promising me exactly what I was looking for. ‘Yay, I thought, we’ve nailed this’.
So, I clicked, expecting to be able to select and order. However, the webpage gave me a teaser of the items I could purchase but then asked me to contact them. Still feeling positive, I picked up the phone, thinking this won’t take long. The first option is ‘press 1 for corporate and 2 for customer service’. I don’t know what they mean by ‘corporate’, is it ‘corporate’ because it’s a corporate gift or does it mean corporate accounts?
Enthusiasm waning, I select the customer service option expecting to speak to a real live human. Only to be given another list of confusing options. Having made my selection, I then get another option ‘if you still wish to speak to someone press 1’.
Needless to say, I hung up, returned to the search results where I clicked on a competitor and completed the transaction in seconds.
A few things struck me about this company:
– Their marketing team are doing a great job at lead generation
– Their marketing team are doing a shocking job at converting those leads into customers.
Wasted Marketing Budget
When the customer journey is this bad you really should put the budget you are spending on customer acquisition into ensuring the mechanisms are in place to convert customers.
This was a prime example of the marketing department operating in a vacuum.
Marketing needs to work with the rest of the organisation to map out every customer touchpoint. The customer’s experience needs to be consistent, fast and enjoyable, especially for such a low-commitment purchase. This organisation must be wasting a huge amount of marketing budget.