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From 2015 Insights to 2023 Realities: Evolution of Customer Experience in Marketing

In 2015, I launched my first book, "Manipurated." It explored the growing importance of online reviews and reputation to brands and organizations. Now, nearly eight years later, we want to see how those principles have held up over time.

Anthony Helmstetter, a strategist at Convince & Convert, used ChatGPT to extract and summarize ten key rules of customer experience from my book. I’ll share those rules and provide my analysis of how CX has evolved in 2023.

1. Brands’ Commitment to Customer Well-being

Today, brands must prioritize transparency, honesty, and their customers’ well-being. In the past, brands could take risks with product claims, but consumers now expect brands to be transparent and environmentally conscious. Younger consumers, in particular, demand honesty and clear communication. Trust is built through content and marketing initiatives.

2. The Power of Online Reviews

Online reviews can make or break a business. People trust reviews from fellow consumers more than brand advertisements. Online reviews are crucial, especially for businesses entering new markets.

3. Integration of Marketing within Organizations

Marketing can no longer operate independently within organizations. It should be integrated with customer care, product marketing, and product development. A go-to-market model helps visualize the steps a product takes from inception to customer hands.

4. Authenticity and Transparency

Authenticity and transparency are key in the new economy. Social media platforms like BeReal have highlighted the desire for genuine content. Brands need to show their real sides, and consumers value authenticity.

5. Social Media as a Must-Have

Social media is no longer a luxury for brands; it’s a necessity. While some brands find success with traditional marketing methods, social media can drive significant value when used with intention and audience focus.

6. Your Brand Is Defined by Customers

Your brand is not what you say it is; it’s what your customers say it is. Customers’ perceptions and experiences shape your brand identity.

7. Reputation is Crucial in the Digital Era

In the digital era, reputation is everything. A solid reputation builds trust and fosters long-term customer relationships. Monitoring platforms like Birdeye, Reputation.com, and Yext can help track brand reputation. Honesty and candor are key when addressing reputation issues.

8. Building Relationships, Not Just Transactions

Successful brands prioritize building relationships over transactions. Responsiveness, speed, and understanding their audience are essential elements for brands to consider.