Erica Newell: The Customer Experience

Consumer expectations. It’s the one factor that stands in the way of having a marketing campaign that will work.

We address:

• What every business needs to know about customer experience
• How to retain customers and ask the right questions early on to set expectations
• Differences between customer satisfaction and customer loyalty
• The three rules of customer success

Today, Karen speaks with Erica Newell, a client success leader, entrepreneur, and product/marketing strategist who has worked for years developing leadership, mentorship, and retention strategies at Wells Fargo. Today, she consults, writes copy, and leads the Client Strategy Team at Instructure.

3 MAJOR POINTS DISCUSSED

• Customer experience/success is all about understanding what your clients’ desired outcomes are and helping them achieve it alongside your business. Putting their needs over yours or yours over theirs are never sustainable strategies in the long run. The key to great customer experience is carving a path that brings both them and your business to success.
• Every business should be asking not only, “Why are we losing customers?” but also “How are we keeping customers?”. Always keep the customer journey in mind so that it becomes easy to optimize or troubleshoot their experience at any point in the entire experience. Customer success and retention is an initiative for the whole organization.
• Set expectations with your customer by asking the tough questions early on. Put the customer at the center and have systems and processes in place to make sure you are keeping track of their wants and needs while at the same time establishing a personal, human relationship with them. That includes asking them the uncomfortable questions early on to ensure that you’re meeting their expectations every step of the way.

RESOURCES

• Erica Newell

Erica Newell is a client success leader, entrepreneur, and product/marketing strategist. She has worked for years developing leadership, mentorship, and retention strategies at Wells Fargo. She has also grown her own small businesses.  Now she consults, writes copy, and leads the Client Strategy Team at Instructure.

 

• Connect with Erica on LinkedIn

 

Karen Morales is founder and brand champion at Marketing Magnet.

Marketing Magnet was founded by Karen and her lean team of Fortune 500 marketing and advertising talent. We’re a world-class marketing department that has decided to take our big brand experience and direct it at the clients we want to serve: purpose-driven enterprises. Our secret sauce is our ability to focus companies on three marketing pillars to create great impact.

If you are looking for a solution to a marketing challenge, a specific project to be completed or a team to drive marketing on your behalf, we can help.

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