Marketing and Customer Service: Improve Collaboration to Enhance Experiences

Overhead shot of two people working on laptops

Businesses need both marketing and customer service to survive. While each team’s day-to-day activities look very different, both play an important role in engaging clients, increasing new sales opportunities, and generating more profit.

Collaboration between your marketing department and customer service team is critical for creating a more customer-centric culture. But where do you start? In this article, we want to unpack a few helpful principles we’ve learned over the years when it comes to collaborating with our clients’ customer service teams to enhance the experience for their clientele.

3 Reasons to Cultivate Collaboration Between Marketing and Customer Service 

Before we dive into the “how,” here are a few important reasons to break down the silos between your marketing and customer service teams:  

1. It’s more profitable to retain current customers than acquire new ones.

Let’s face it. Attracting new customers is hard. It requires a lot of time, energy, and resources to engage a prospective customer all the way through the sales cycle. In fact, numerous studies have found that it is 6 to 7 times more expensive to acquire new customers than it is to keep a current one. On the other hand, a 10% increase in customer retention levels results in a 30% increase in the value of the company. Because of the role that marketing plays within the organization, it can be a valuable asset when it comes to developing an intentional retention strategy. 

2. Marketing can learn from customer service to develop smarter campaigns. 

Your service team has a front-row seat to understanding how people really feel about your products and services. They know the challenges your customers face every day. They also know how people use your solutions to make their lives better. This information can be an invaluable resource for your marketing team as they develop marketing campaigns that speak directly to the pain points of prospective customers. 

3. You offer the same personal experience and congruent messaging for your customers.

The last thing you want your clients to feel is that you only cared about closing the sale. That’s why retaining business requires as much involvement from marketing as it does from your service team. Today’s consumers expect a consistent journey from the brands they support. In fact, 78% of customers expect consistent interactions with your business from the time they first engage your brand until they become a customer. Combining the efforts of marketing and service not only benefits your customers, it ultimately impacts your bottom line. 

5 Ways Marketing and Customer Service Can Make Each Other Better

If you’re looking to create more collaboration between your marketing and service teams, here are a few best practices to consider: 

1. Ensure your product marketing resonates with new and prospective buyers. 

Creating buyer personas is an important part of building a marketing strategy. If you want your messaging to resonate, it’s important to know what prospective (or current) customers are thinking, feeling, and facing on a daily basis. Because your service team is talking to your customers all the time, they likely know more about them than any other department in your company. Make time for these two teams to work together to create buyer personas. Their collaboration will make sure your marketing materials are targeted and relevant. 

2. Leverage the expertise of your service team in your content creation.

Your customer service team also knows your products and services better than anyone else. They’re often the ones helping clients find ways to solve challenges or provide helpful information. That’s why they make incredible thought leaders within your company. Your marketing team should collaborate with your service team around content ideas to capture helpful best practices and share valuable knowledge about prospective customers. 

3. Collaborate to monitor and respond to customers on social media. 

Social media put the power of brand perception into the hands of your clients and customers. Today, people can leave comments or reviews on social media platforms, Google, or industry-specific message boards. Many times, it’s the marketing team’s responsibility to monitor these channels. But working with the customer service team is key for transforming a negative comment into a more positive experience. 

We all know when a brand’s social media response seems cold and canned. Developing a process for marketing and service to respond collaboratively, even personally reaching out to the customer through their email, can make a tremendous difference when it comes to reputation management.  

4. Capture client success stories and testimonials for marketing collateral. 

While learning from complaints is important, capturing positive feedback can be just as valuable for your marketing efforts. When customer service and marketing work together, it helps the marketing team find testimonies or case study candidates more efficiently. This is particularly helpful if you want to turn customer reviews into a solid content marketing plan for your business. 

5. Create exceptional experiences for clientele with a loyalty program or a “surprise and delight” campaign. 

Your service team spends most of its time “in the weeds,” supporting customers. Finding the time or mental capacity to consider outside-the-box ways to strengthen the bond with clients can be difficult. As a department that’s generally known for being more creative, your marketing team can help enhance your customer experience with surprise and delight efforts. 

Despite having different job responsibilities, marketing and customer teams share common goals of attracting and converting new visitors into customers and providing exceptional service to retain those customers. To learn more about how we can help your internal teams cross-pollinate, reach out to schedule a meeting with us.

5 Best Practices for Marketing Project Management

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Let’s be honest – managing all of your marketing efforts is tough. There are dozens of steps to move a single project from an idea to a completed deliverable and requires collaboration between multiple parties. While there can be a lot that can go wrong, the good news is that there’s a way to bring order to all the madness that marketing campaigns bring with them – marketing project management!

Project management is more than a way to make sure your team is staking on time and budget, it actually increases the ROI of your marketing efforts. Marketers who plan projects are four times more likely to be successful.

At Green Apple, we’ve learned quite a bit about the foundational principles and best practices for effective marketing project management. While some of the lessons we learned the hard way, others were discovered through the creative problem-solving of our team. Today, we’ve built a team of gifted client relations specialists whose primary focus is to execute an effective project management process. 

For this article, we’ve asked one of our assistant client relations specialists, Kayla Reyes, to share a few insights she uses when it comes to “keeping all the plates spinning” for our clients.

5 Best Practices for Marketing Project Management

There are dozens of elements that go into managing your marketing projects effectively. From creating your overall structure and procedures to defining the communication processes, there’s a lot to consider. But how do you go about implementing these foundational principles for marketing project management? Here are a few best practices we’ve learned over the years:

1. Hire the right people.

Many of the tasks and responsibilities of a project manager require a certain mindset and skillset. Some people are big vision, whiteboard dreamers. They typically make better strategists that project managers. 

At Green Apple, we use a couple of tools to assess a team member’s project management acumen. For example, we have several enneagram ones who embody the characteristics of being honest, detail-oriented professionals. We also use the Culture Index to evaluate the interpersonal skills that are required for project management. 

2. Find tools to help.

Once you have the right people in your project management role, it’s important to equip them with tools that can help them be successful. In today’s digital-first world, this often means finding the right project management software for your team. As a hybrid marketing agency, we’ve found a lot of success in using tools like Basecamp and Asana for project management and collaboration with clients. 

3. Build consistent processes and systems around your tools. 

Investing in project management software is only helpful if your team knows how to use it. It requires intentional planning to discover how the match the features that are available in a project management tool with the internal processes and structure of your team. Training is another important factor to ensure everyone has what they need to fulfill their task and nothing slips through the cracks during a project. 

4. Take a detail-oriented approach to execution.

Organizing and streamlining ideas and projects is essential to keep on track with deadlines. This is even more true in a fast-paced agency environment when you’re serving multiple clients at once. 

While moving a project through the stages of development is one key, making sure it’s done well and nothing is overlooked is another. The people who are really great at what they do focus on executing – not just the big things but also on all the little details. A good project manager recognizes that even the tiniest details matter. They make sure everyone has what they need for their specific task and address any mistakes that are made along the way.  

5. Periodically ask what’s working and what’s not.

Consistently asking, “is this working?” is just as important with your project management process as it is with other areas of marketing. At Green Apple, we make sure our project management approach integrates with our client’s internal processes. We’ve found it helpful to host quarterly meetings with our project managers and Orchard members to identify ways to improve our project management processes internally. 

“As a project manager, I love getting into the weeds to help our clients launch a strategy or create a campaign that makes a tangible difference in the world,” Kayla described. “It’s always meaningful to look back and celebrate the hundreds of steps that are taken — and all the people who are involved – to execute all of the marketing efforts for our clients.”

You can learn more about Green Apple’s unique approach or connect with our team to discover how we can become your marketing partner. 

 

Surprise and Delight: Tips and Ideas to Show Appreciation and Enhance Customer Satisfaction

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Marketing plays an important role in every part of a buyer’s journey. From creating a memorable first impression to finding ways to turn customers into raving fans, it’s important to know how to create experiences that enhance customer satisfaction. 

The concept of “surprise and delight” is one of our favorite tools in our marketing tool belt. In essence, surprise and delight is a strategy to reward customers when they’re not expecting it. These customer experience tactics have proven to trigger positive feelings, create a deeper sense of brand loyalty, increase referrals, and multiply revenue. These moments work as a brand differentiator, and they can also be a highly effective strategy for fostering long-term customer loyalty. 

Some of our favorite marketing campaigns over the years have included helping our clients find ways to “surprise and delight” their customers. It’s always fun to show appreciation and bring joy to someone’s day. We’ve also learned a thing or two about how to enhance customer satisfaction using this technique. Here’s what we’ve learned: 

3 Tips for Incorporating “Surprise and Delight” Into Your Marketing

As you look for ways to surprise and delight your customers, here are three best practices to consider: 

1. Make it Personal 

The best surprise and delight campaigns are personal. Giving a gift or reward to a customer can inspire strong brand loyalty. If you have a small number of clients, consider how to make each gift or reward as personal as possible. Companies with a large number of customers can still find ways to have a personal touch. Customer segmentation is an effective tactic to incorporate personalization into your surprise and delight campaigns so that particular types of rewards target the customers who will appreciate them the most.

2. Make it Genuine

Today’s customers know the difference between a gift and a marketing tactic. For example, some companies create “surprise and delight” campaigns based on coupons or discounts. Other companies use location-based services to reach customers on mobile devices and offer discount coupons when they’re near a particular physical location. But these are classic sales promotions, rather than surprise and delight campaigns.

The best surprise and delight campaigns show customers you genuinely care about them. It could be bringing unexpected gifts or simply creating special moments in the purchasing process for consumers. Even website design can include moments of surprise and delight. For instance, an unexpected 404 error page can bring levity and playfulness to website navigation. The more small moments of joy you can include in the customer journey, the more likely customers are to retain positive feelings about your brand. 

3. Make it Simple 

One obstacle that keeps businesses from investing in surprise and delight is a fear of the unknown. Established brands may have trouble finding places in their customer experience for a breath of fresh air, a moment of joy, or a truly human connection. Our advice to these brands is to start small and go from there. Don’t overthink it. Maybe your sales presentation could incorporate a meme or pop culture reference. Your merchandise or packaging could include a character, pun, story, quote, or tasteful joke. With attention to detail and an understanding of your customer base, you can find places to spread joy and build brand integrity. 

3 Ideas to Enhance Customer Satisfaction with Surprise and Delight

As you consider how to incorporate surprise and delight into your marketing efforts, here are three specific scenarios you can create campaigns:

1. Send Client or Customer Appreciation Gifts 

According to data from Merkle HelloWorld Loyalty Report, the best ways to engage consumers is through surprise offers or gifts for being a customer. Many companies send gifts during the holiday season. But sending gifts randomly throughout the year is a great way to create a more memorable experience. In today’s digitally connected world, virtual client appreciation gifts are also valuable tools to enhance customer satisfaction. 

2. Incorporate Surprise and Delight into Client Onboarding 

The onboarding process is important for establishing the foundation of the relationship with your clients and customers. While creating a seamless onboarding experience and setting expectations are important for creating an outstanding onboarding experience, why not find a way to surprise and delight them from the very beginning? 

3. Celebrate Your Customers’ Personal Wins

One way to show customers you care about more than just their business is to celebrate their personal victories and successes. This is where social media channels can help you stay connected with customers. As you get to know them, find ways to show you have a genuine interest in them as humans. It could be sending a personal birthday card, congratulating them on an educational milestone, or sending a meal or gift card for their newborn. 

The best way to enhance customer satisfaction is to make them feel like you’re going above and beyond for them. Surprise and delight customers by doing something unexpected to show appreciation and let them know how much you value knowing them.

How to Create a More Customer-Centric Culture

Cashier on squarespace register and lady customer


It’s obvious when companies genuinely care about their customers, not just as purchasers but as people. As a customer, you want to feel valued and reassured that your purchase, experience, or service is satisfactory. Building consistent and reactive communication helps you develop long-term and loyal consumer relationships. So, how do you do this? You put the customer first. A customer-centric culture revolves around making the customer happy before, during, and after their purchase, ultimately earning established loyalty and higher growth. This strategy means listening to your customers and implementing what you learn from them. Not only does this practice make consumers satisfied, it helps you stand out from the competition for potential customers. While there are several methods of the approach, we’ve gathered a top five for you to review while you begin to design a customer-centric approach in your organization.

1. Invest In Your Team

Imagine you want to make a complaint about a bad experience. If you encounter a less-than-helpful person when expressing your concerns, you likely won’t return to that business. That’s why you want to hire employees who understand the value of customer relationships. 

While these customer-facing individuals do drive revenue based on customer experience, that’s not their primary duty. More than anything, team members who work directly with customers ensure the customer is understood and satisfied with their experience. To avoid disconnection between customer service and other departments, strategically merge other divisions or schedule regular meetings. Customer service shouldn’t be only certain employees’ responsibility– it should be everyone’s. Though customer service isn’t the only factor in adopting customer-centric ways, hiring and collaborating with excellent people are guaranteed ways to make your customers feel more secure.

2. Have Empathy for Your Customers 

Responding with empathy is essential when developing a successful customer-centric approach. These responses consist of implementing progressive thinking, understanding emotional needs, and genuinely caring about the individual’s concerns. Empathy is a learned and valuable skill for your team members to possess.

According to a PwC study, only 38% of U.S. consumers say the employees they interact with understand their needs. That is a monumental opportunity for your company to specialize in empathetic proficiencies and automatically outshine your competition.

3. Be One Step Ahead

When planning your customer-centric strategy, think of previous customer experiences, including:

  • Frustrations
  • Clarity issues
  • FAQs
  • Miscommunication
  • BONUS: “What If” scenarios

As a team, compile these trouble spots and either solve the hiccups or list the solutions on your website so your existing and potential customers can have their questions asked as soon as possible. You learn these areas of improvement by listening to your customers and are rewarded by their appreciation and extended business.

4. Prioritize Your Relationships First

Did you know that customers who have a good experience are 5X more likely to recommend your product or service than if they have a very poor experience? Relationships and customer satisfaction matter. Whether it’s fun communication through social media interaction or substantiating trust in B2B discussions, you want to know what your customers’ needs and priorities are before all else. Maybe it’s the way you respond or how you market toward products that create customer attraction to your brand. Research and listen to what your audience specifies; you’ll continue to build mutually beneficial relationships.

Ready to Build Your Customer-Centric Culture?

If you’re interested in learning more about how your business could thrive initiating a customer-centric business strategy, contact us today for a consultation! We’re excited to investigate the precise approach for you and your audience.

Defining Your Ideal Customer for Higher Lead Generation

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Hoping to improve your lead generation results? Knowing your customer on a deeper level allows you and your team to remain in alignment on the who, what, when, where, and how of your customers’ motivations. Your clarity in these areas allows you to build a strong lead generation strategy to guide your marketing and advertising efforts moving forward. 

This article will explore how to define your ideal customer profile to better understand your customer’s motivations, needs, and challenges. We recommend that you take this information into account as you think through new ways to reach those customers and encourage them to take action. 

Understanding Your Customer: B2B vs. B2C 

Profiling your customers is helpful for both B2B and B2C clients—however, the approach is different for each. 

  • For B2B customers: Instead of imagining a single individual, you will be building a profile for the ideal business that you would like to work with. You may look at aspects of their business such as size, industry, values, and structure. These elements, and many others you might identify along the way, add up to paint a picture of what types of companies you prefer to work with, and why.  
  • For B2C customers: With B2C customers, you’re focusing on your customer at an individual level, identifying what types of people your products or services are for. Elements that you focus on may be their age, location, interests, needs, and several other factors. 

When determining who your ideal customer is, bring your team in on this conversation. Your perspective alone may not be enough to gather a comprehensive view of the types of customers you typically attract or the prospective customers you would like to target moving forward. 

Leaning On The Data

Your ideal customer isn’t merely a matter of perspective, opinion, or a shot in the dark. It’s also a matter of data. If you’ve been in business a while, you likely have metrics to reference when determining your typical customer. Look at your website, social media accounts, and email marketing statistics to gain an understanding of who your current marketing efforts are already attracting and where you might have an opportunity to expand your reach. 

Using What You Find

This is the best part—using what you discover. Once you’re ready, use what you’ve learned to build a robust lead generation strategy that hinges on your findings. 

What does this mean? For example, suppose you found that your ideal customer is a young professional in your area who is motivated by excelling in their career. In that case, you might decide that the best way to reach that person is through targeted LinkedIn ads and face-to-face at local professional organizations. 

Take what you now understand about that customer and use it to your advantage. You have the data you need to lead you straight to your ideal customer, and now it’s time to encourage them to take action with your company. 

Build a Lead Generation Strategy with Green Apple

If you want to dig into your customer’s characteristics even further, we recommend checking out our recent article “20 Questions to Ask Yourself that Will Improve Your Customer Profiles.”

Green Apple Strategy can help you find your ideal customer and discover new ways to speak to their pain points. Ready to get started? Contact us today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

How to Find the Angle for Your Next Marketing Campaign

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Have you planned your next marketing campaign?  Your brand’s growth is reliant on a comprehensive set of tactics to educate and engage your clients. How you plan your campaign, and how you execute that campaign, will make all the difference in your brand awareness, sales, and customer retention. But, how do you find the best angle? How will you catch your audience’s attention?  We’re here to help. When you sit down to plan your next marketing campaign, use the following tips and points to guide your strategy. 

Find Your Audience’s Pain Points

When you put yourself in your audience’s shoes, you can begin to determine what their pain points are. Try to identify what motivates them to buy your product or service and what problem of theirs you’re trying to solve.  At the foundation, your campaign should speak to those pain points to show your audience that: 
  • You understand their issue
  • You’re here to solve it, and 
  • You can do it better than your competitors. 
Before you can present yourself this way, you must first thoroughly understand how your audience is feeling. If you’re having trouble putting yourself in your customers’ shoes, try building a customer profile with these 20 questions. 

Lean on Your Analytics

The numbers don’t lie! Your analytics can serve as a guide as you build your campaign. Review your numbers across all tactics (e.g., email marketing, blogging, website visits, social media, etc.) to analyze what is working, what isn’t, and where there are untapped opportunities.  From these numbers, you can see which topics and conversations garnered the most interest from your audience and what fell flat. Are your customers most interested in a certain area more than others? Maybe that’s a good place to start when planning your next campaign. 

Talk to Your Audience

Market research is now easier than ever, thanks to social media platforms and survey strategies. When planning your campaign, look to your audience to learn what they want to see from you and what they would benefit from. Depending on your social media platform of choice, this will look different. For example, if your audience frequents Instagram, you can easily set up a series of stories that poll your followers. However, on LinkedIn or Facebook, that may look more like starting a conversation with those in your industry. 

Take a Look at Your Competitors

Though you don’t want to emulate your competitors, you do want to make sure that you have a good understanding of what they’re offering your audience. This analysis helps you see what you can improve upon and how you can take your offering a step further. 

Put Your Differentiators at the Forefront

Your brand’s differentiators are what sets you apart from the crowd. It’s crucial that they’re at the forefront of your campaign, as these are your primary selling points. No matter how this campaign takes shape, ensure that your audience is always aware of what makes you different and how those differences serve them. 

Have Fun with It

Create a campaign that they’ll love! Your customers have enough of the mundane in their lives. By creating a marketing campaign with an element of surprise and delight, you can engage your audience and make them excited about the customer experience—and set them up to look forward to what they can expect from your brand in the future. 

Need Help Planning and Executing Your Next Marketing Campaign?

Are you looking for a strategic, full-service marketing firm to plan and execute your next campaign? Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

5 Marketing Tips for Information Security Professionals


Information security is a highly technical and fast-paced industry. Its audience members range from technical novices to highly-skilled chief information security officers and other IT professionals. So, how do you speak to both? And, what is the best way to reach these two sides of your target audience? In this article, we’ll share the best ways to connect with your current and potential customers. 

The Most Important Element

When you’re in the information security industry, the most crucial element of marketing is to educate your audience. They are looking for an expert, and by positioning yourself as a thought-leader, you can show them that you are that expert. Especially as security awareness continues to grow and companies understand the weight of a potential security issue, you’ll find that customers will gravitate toward the company they see as most established and knowledgeable. How can you present yourself as both? 

1. Invest in content marketing. 

Content marketing is one of the most powerful marketing tactics that information security professionals can use to build their brand and position themselves as experts. With content marketing, you achieve multiple goals at once. You educate your audience, improve SEO through targeted keywords, and build informational pieces that can be used in various ways—social media, email marketing, blog articles, and more. This piece of your marketing strategy is integral to your overall success. And, with a well-designed strategy, you can create a platform that speaks to several different segments of your audience. 

2. Educate your audience through webinars and podcasts.

Traditional content creation isn’t the only way to reach your audience. In fact, widening your audience through multiple platforms could be the key to broadening your reach. Your company’s team of experts has insight into a variety of topics that others are searching for online. Webinars and podcasts are the perfect way to get the word out. These platforms not only educate your current and potential customers, but they also allow you to generate leads and boost your brand awareness. 

3. Become a guest on blogs, webinars, and podcasts. 

While creating your own content, you can also connect with other industry professionals and influencers to become a guest contributor on blogs, webinars, and podcasts. This tactic puts you in front of potential customers, positions you as an expert, provides you with content to share on your own channels, and creates backlinks for your website (an important element of your SEO strategy). Being a guest contributor has several of the same marketing benefits as creating your own content. It’s one more way to illustrate to your audience that you can take care of them. 

4. Boost your online presence through local SEO. 

Local SEO efforts are crucial to the success of information security professionals. It’s up to your marketing team to ensure that your company is discoverable in a comprehensive set of ways—your web presence is a significant part of that plan. By focusing on local SEO, you help your audience find you quickly online, showing up in their “near me” search results and increasing your local awareness. Among the many ways to keep your website’s SEO healthy include updating your website consistently as well as updating your Google My Business profile. Your customers want someone local they can trust. Local SEO efforts can position you as that company. 

5. Make your website easy to navigate and include resources. 

When your audience finally lands on your website, keep them there. Make your website easy to navigate with informational resources that will paint a positive picture of your brand. Your website is at the center of your customer experience, and so it’s an integral piece of your marketing puzzle. Ensure that your website is a clear representation of what you do and why you do it while giving your customer several ways to contact you, order your product, or begin using a service. 

Marketing within the information security industry can be a different ballgame—one that is much easier to play with a marketing team that has experience with this particular audience. If you need help boosting your marketing strategy, contact Green Apple Strategy today to schedule a consultation.

20 Questions to Ask Yourself that Will Improve Your Customer Profiles

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Customer-focused culture is everything. After all, serving our customers is what we’re here to do, right? When you take care of your patrons, they take care of you—and tell everyone they know about how much they love your business. One of the best ways to provide exceptional customer service is to understand your customer. The customer profile can help you do that. In this article, we discuss the basics of a customer profile, along with 20 customer profile questions that will help you build your own.   

What is a customer profile?

A customer profile paints a picture of your current or target audience. You can create in-depth profiles to understand your customers on a deeper level and use that information to better serve them. You can create a profile in any format you’d like, whatever helps you visualize your audience the most.  Here are a few ideas that might help you build your profiles:
  • Create a separate document for each of your target customers. For example, if one of the groups you are targeting is young families with children, you will create a profile document for that group.
  • Consider using stock images to help you visualize your customer. You may find that visuals help fuel your brainstorming process as you dive into your customers’ needs.
  • Make the creation of your customer profiles a group effort by opening the discussion to your team. Group brainstorms can give you multiple perspectives and open doors to new ideas. Tip: Try free brainstorming platforms like Mind Meister to map your thoughts.
  • Use the 20 questions below to take notes on your customers’ motivations, roadblocks, needs, and wants—among other identifying factors. Leave space to note actions that you can take to further cater to that target audience category. 

20 Questions to Improve Your Customer Profiles

  1. How would you describe your typical customer? 
  2. What do your customers have in common?
  3. What age is your typical customer?
  4. What types of jobs do your customers usually have? 
  5. What problem does your business solve for your customers?
  6. How do your customers usually shop: online or in-store?
  7. What level of education do your customers usually have?
  8. Do your customers generally live in rural or urban areas?
  9. Where do your customers get their information—news, ads, etc.?
  10. What are your customers’ typical motivations and interests? 
  11. What keeps your customers coming back? 
  12. What is a frequent compliment you hear from your customers?
  13. What would keep your customer from buying from you?
  14. What is your customer passionate about?
  15. What is your customer actively against? 
  16. How do your customers usually find your business?
  17. What makes your customers choose you over the competition?
  18. What do your customers worry about the most?
  19. What do your customers do on a typical weekday?
  20. What hobbies do your customers enjoy?
Are you looking for a marketing partner to help you better understand your customers? We’re here to help! Contact Green Apple Strategy today to schedule a consultation.

5 Ways to Craft an Unforgettable Customer Experience

a Neon heart


Let’s face it—everything comes down to customer experience. 

Whether it’s a first-time visitor to a loyal patron, customers will remember how they felt when working with your business—good or bad. To help you build an unforgettable experience for your customers, we have five tips to help design your strategy.

Crafting an Unforgettable Customer Experience

1. Curate your online presence to be easy and unforgettable.

Your customer experience begins the moment a potential customer searches for—or stumbles upon—your business online. Make that moment count. Ensure that your website is easy to find, using SEO best practices, and that it answers the customer’s every question as soon as they see it.

Google My Business is an excellent, free tool that will help you make your business information front-and-center on Google. A person will be able to find your website, hours, FAQs, directions, and more. 

Once your customer lands on your website, you can continue answering the more detailed questions. What is your mission? What makes you different? What services or products do you offer?

Top off your information with impeccable website design. Work with a designer, if you’re able, or do a great deal of research to put your best foot forward. Make your potential-customer curious enough to continue to engage with your business.

2. Write genuine content that speaks to your audience without selling.

At the center of your brand’s universe is your content. It expresses your voice and builds a connection with your audience—while giving you the chance to shape your customer’s perception of your business.

Make your writing clear, but infuse your voice as much as possible to create a genuine connection. Many businesses will hide behind their words, telling customers what they think they want to hear. Today’s customer will gravitate toward the real feelings, not the sales speak.

3. Test your own user experience and remove any friction you find.

The best way to assess your current customer experience is to test it out yourself. Pretend you’re a customer (or designate a teammate or friend) and go through the process from start to finish—search for key terms related to your business (e.g., real estate company near me), check out your website, complete a contact form.

At every step, ask yourself, If I were looking for a product or service like this, what might prevent me from using this one? When you identify the answer(s) to that question, use those as opportunities to fine-tune your process. Remove any friction that a customer may experience when trying to find you, engage with you, or maintain a relationship with you.

4. Empower your team to make your customers happy.

Every person on your team from the top to the bottom has the power to affect your customers’ experience. When you empower your team to make your customer happy, they can identify opportunities that you may not see to go the extra mile. It’s those small moments that can turn a first-time customer into a patron.

Tip: Create an internal marketing strategy to help your team feel invested while also being able to talk about your company to others effectively.

5. Add “happys” throughout your process to make it memorable.

At Green Apple, you’ll often hear us call something a “happy.” It can describe a joyful event in our lives (a weekend happy, for example) or a gift. While it can take on several meanings, a happy is essentially something that brings you joy.

As you test your process, identify areas where you can add elements to spark that same joy in your customers. It can be as simple as a personal email to show your appreciation, or something larger, such as a gift. Whatever you choose, make it an opportunity for your customer to remember your brand fondly.

Are you ready to craft an unforgettable experience for your customer? Contact Green Apple Strategy to get started.

4 Factors for Creating a Customer-Centric Culture

“Customer experience” has become one of the hottest marketing buzzwords of 2020. And for good reason…

  • 84% of companies who prioritize customer experience are reporting an increase in revenue. (Source)
  • 73% of consumers say a good experience is key in influencing their brand loyalties.
  • Customers switching companies due to poor service costs U.S. companies a total of $1.6 trillion. (Source)

The bottom line is that customer experience impacts your bottom line.

4 Factors Every Business Needs to Create a Customer-Centric Culture

So, how do you go about creating a culture within your business or organization that values the customer experience? While the specific tactics or strategies may evolve, here are four key factors that you need to create a customer-centric culture:

1. Leadership Buy-In Across the Organization

You can’t simply silo customer experience to your customer support or client success department. Why? Because every department in your organization has a role in creating the experience customers have with your brand.

If you want to create a customer-centric culture, you must get buy-in from the leaders and stakeholders across every department. Your CFO should recognize the impact that his or her team has on customer experience. Your marketing leader should push his or her team to think creatively about the ways they can impact customer experience.

Leaders across your organization should embrace the importance of customer experience and constantly be thinking about how their departments can lead customers into a deeper, more meaningful relationship with your brand.

2. Compelling Brand Values that Are Lived Out

Saying you value customer experience as a core value is one thing. Creating systems and structures within your organization that support customer experience is another. One of my favorite examples of this is the way Zappos tries to stay away from strict policies and ask their reps to do whatever they feel is the right thing to do for the customer and the company.

If you say you value customer experience, make sure you’re doing everything you can to keep that promise.

3. Engaged Employees Who Care About Their Work

It might sound counter-intuitive, but if you want to improve customer experience, you might want to start investing more in your employees. Engaged employees are more likely to work hard, care about your brand’s reputation, and make recommendations for improving the overall customer experience.

4. An Understanding of What Customers Want

If you want to improve your customer experience, taking time to gather insights about what customers care about and desire from your brand should be a priority. Take time to listen to customers. Be intentional about the customer journey and onboarding experience you’re creating. Find ways to create emotional connections with customers. Have a clear set of customers in mind when you’re making important business decisions.

Every company likes to think (and say) that they’re customer-centric. Considering how to embrace these four factors will help you create a customer-centric culture and ensure you deliver on your brand promises.