MSc Management

Customer Experience Strategy

Google- My Business

1/2/2023
Importance of customer experience
Customer experience has a big impact on how a business interacts with its clients. Although
customer experience (CX) is still frequently used to refer to conventional sales and marketing
contact points across the customer journey, times have changed. The COVID-19 virus is not the
only agent responsible for this epidemic. People's daily behaviors are being affected by the
inescapable effects of an attack from outside life forces, including economic, social, political,
and other factors (Fox, 2020). The experiences of customers and how consumers engage with
businesses are changing. We'll define customer experience, discuss how it's developing, and
discuss how altering its organization's perspective on customer experience could be beneficial. A
customer's or a company's perception of a brand may be influenced by the customer experience,
which is defined by a variety of criteria (Imhof, 2020). Every encounter has the power to either
strengthen or destroy the bond between a company and a customer (Popescu, 2018). Establishing
a relationship with a customer requires having a thorough understanding of their objectives,
goals, and beliefs. It requires more than just making use of the good or service: Pre-buy
interactions with the company (via branding or advertising), the research and purchase procedure
(either in-store or online), and post-purchase interactions make up the entire experience
(regarding service, repairs, additions and more.) Successful and smooth interactions between the
brand and the customer are the aim (Fox, 2020). It is also crucial to understand that people's
wants, desires, and emotions fluctuate depending on the circumstance. Businesses must
understand their clients as more than just walking wallets and adjust to the complexity of their
lives. A simple comprehension of how individuals react emotionally is insufficient (Shah, 2019).
The modern-day counterpart of a storefront is Google My Business. By putting it in contact with
customers via Search and Maps, it functions as a sort of online company directory. Customers
may engage with its listing by adding pictures, writing reviews, and posing queries. Customers
can phone, text, or chat with it directly if they have its contact information up to date ( Popescu,
2018).

These days, having a Google My Business account is crucial for helping customers identify its
company and interact with it both online and offline. Analyze the effect of Google My Business
on the buying process in its area (Shah, 2019). They create a digital presence for its actual
businesses with Google My Business (GMB).
Consumer Persona Creation

Customer personas might aid in its understanding of its target market (and future customers).
Because of this, it will be able to more easily adapt its content, marketing, product development,
and service offerings to the unique needs, issues, and preferences of its target market. The most
effective buyer personas are those that are based on information from actual consumers and
market research (Imhof, 2020).

Buyer Personas Be Used In Marketing

It has the most fundamental ability to produce messages and resources that resonate with its
target audience thanks to the creation of personalities. Additionally, it enables to target or modify
marketing initiatives for various audience segments (Fox, 2020). Segment database by buyer
personas instead of sending the same lead nurturing emails to everyone in it, and then adjust
messaging to reflect what it knows about each persona. Buyer personas enable it to produce and
deliver highly targeted content when paired with lifecycle (Shah, 2019).

Persona's Basic Demographic Information

Ask for demographic information via the phone, in person, or through online questionnaires.
(Some people feel more comfortable talking about such private details.) To assist members of its
team in recognizing distinct personalities while engaging with prospects, share some character-
descriptive words and gestures that it may have learned through talks with prospects (Shah,
2019).

Mapping The Customer Journey

According to Google, the Think with Google website serves as a channel for the company to
make some of the data it has collected accessible to businesses and organizations. A multitude of
information is now readily accessible thanks to technology like smart phones, ItTube, gaining,
retail analytics, micro moments, mobile applications, and others. Those of it creating marketing
campaigns, websites, or mobile applications will find it to be of great use. The Google Customer
Journey to Online Purchase caught my attention today. It enables it to (typically) identify the
customer acquisition strategies, such as organic search, paid search, and referrals that its clients
use to find it. It can see how customers find it on Google's interactive map by entering
information about its business, such as its size (SME, medium, or small), industry, and nation
(Popescu, 2018). The voyage of Google comprises both the first and last encounters. This figure
shows the customer journey for the business and industrial sectors. It may choose only one
channel on Google to see how it will affect its journey, and it also suggests the most effective
course of action for each (Fox, 2020). For instance, if I choose Generic Search, the following
justification will show: Depending on when its customers click on its generic sponsored search
ad, the result can vary. Generic Paid Search aids clients in becoming aware of its good or service
at the beginning of the purchasing journey. It increases attention and arouses desire in the center.
Finally, it aids in closing the purchase (Popescu, 2018).

Omni Channel Marketing

Omni channel marketing has becoming more significant as merchants work to enhance their
performance across all channels, including online and offline ones. To provide a seamless
experience across all touch points, including mobile, desktop, apps, and in-store, a plan must be
created to unify the customer journey. This can be challenging. In response, Google has
developed a variety of Omni channel experience improvement strategies; we go into more depth
about these strategies below. One tactic to draw in new clients is to update its company profile. If
it includes a link to its website in its Google Business Profile, customers who are unable to travel
to its physical location can make an online purchase.

Customers can see that while Google My Business has always benefited firms, the Google
upgrade has turned it into a need for multichannel success. Customers want to learn as much as
they can about its business, and GBP can assist. Customers may read reviews of its business and
find out what hours it is open. It's simpler for consumers to find it thanks to the new map.
Regardless of their preferred payment method, this free solution enhances customer contact with
its business. Because there is so much going on in ecommerce, or any business for that matter,
retailers are continuously on the go (Popescu, 2018). This is why having an e-commerce digital
stack that automates operations is critical.
Cx Performance Metric

Top 6 GBP Metrics to Include

These are the primary GBP metrics one should be paying attention to, to keep things
straightforward. Watch them on a monthly and annual basis to gauge how well its client's local
search presence is performing (Heck, 2018).

1. Webpage Vies and Traffic

Count the number of visits to its client's website and the percentage of traffic that originates from
their GBP. It could be a good idea to try out UTM tracking at this point. By adding a little
amount of code at the end of a URL, it is feasible to track up to 5 UTM parameters, including
source, medium, campaign, keyword, and content. All of this has improved its comprehension of
the marketing effectiveness of its clients (Heck, 2018).

2. Customer Actions

Track every action a client takes, such as phone calls, calls to its business, and website visits.
This depicts what visitors do after arriving at its client's GBP (Popescu, 2018).

If so many individuals are visiting their website, presumably the majority of them are looking for
more information (Heck, 2018).

3. Maps & Searches

Use comparison charts, such as a bar graph, to show clients where their listings are receiving the
most attention. This traffic data is critical in determining where and when to invest a paid budget
(Heck, 2018). If its target audience is looking for "law firms near me," consider placing a Google
Maps ad to attract locals. If people search for "divorce lawyer," it knows to divert their
advertising dollars to Google Search adverts.

4. Business Ratings & Review

For building reputation and trust, online reviews are crucial. Google star ratings and in-depth
reviews are used by potential consumers to choose which establishments to visit and what
products to purchase. This indicator may assist it in determining whether its client should start a
campaign to ask for testimonials from present clients or create a reaction plan for both positive
and negative comments (Heck, 2018). By providing comprehensive review reports that
automatically incorporate data from GBP and other rating and review networks, it can keep
customers informed about the internet reputation of its business (Heck, 2018).

5. Call Tracking

Online directories provide entries for Google Business Profiles. If people wish to phone a
business, they will also use the click-to-call feature (Heck, 2018). It have access to crucial
information by implementing call monitoring software for its clients' companies, For instance,
what kind of calls are being made and if qualified leads are making them. In order to research
call sources, potential contacts, and tracking strategies, create a call monitoring dashboard, share
it with its clients, and then utilize (Heck, 2018).

6. Post Activity

Observe which content categories are most popular with its clients. Keep track of specific
information like views and clicks. Record its GBP articles in Google Analytics or Google Search
Console if it wants more traffic statistics (Imhof, 2020). It may make future decisions about what
to write about its client's business, what kinds of photographs to use, what deals to promote, and
other things by keeping an eye on GBP post activity (Heck, 2018).

6 CX processing in different industries

Google My Business may help it enhance the overall customer experience by enhancing its
business's offerings, simplifying communications, and modernizing its services to match
consumer expectations (Imhof, 2020).

Use customer reviews to improve its business offering

Google reviews give critical information regarding its customers' true thoughts. Positive
feedback may highlight the features of its company that customers find most appealing and
reinforce what is currently working well for it. Both positive and negative remarks have an
equal, if not greater, influence (Heck, 2018). Negative feedback is typically the outcome of
failing to satisfy client expectations (Moore, 2020). When it goes into the specific obstacles and
issues, negative criticism may be a terrific tool to stimulate future business growth and team
training sessions. Responding to consumer feedback demonstrates to them that its company
appreciates their business. When customers feel appreciated, they are more likely to return to a
firm (Salminen, 2020). Building a loyal customer base is critical for long-term business success
since gaining new customers costs five times as much as sustaining existing ones (Heck, 2018).

Make it easier for customers to contact it

Because they are already busy, the last thing customers want to do is waste time looking for its
company's contact information. Customers will be more likely to choose its company over
competitors if it makes it easy for them to contact it (Heck, 2018). Include contact information
for its company, such as its location, website, and phone number (Imhof, 2020). Furthermore,
Google My Business p provides a few call-to-action (CTA) buttons to persuade customers to
interact with its company (Shah, 2019). After entering its address, click the directions button to
see alternatives for driving, walking, and taking public transportation. Customers using the
mobile app will be able to call or message its company with a single tap if it supplies its contact
information (Salminen, 2020).

Include attributes and special features

If it successfully categories its business and highlight pertinent details on its profile, customers
will know what to anticipate from it (Buhalis, 2019). Customers may have a range of questions
about the facilities provides while shopping for a local business. People want to learn about its
business instantaneously, not after spending time looking through its website or prior reviews
(Shah, 2019). If it provides customers a lot of information in the shape of various traits, they will
know what to expect from its business before they come through the door (Salminen, 2020).
Similar to this, the more details it can provide, the more probable its target customer would
notice them.

 It may opt to add various traits and unique features based on the category of its business.
Service businesses – add service menus and include a booking button.
  Hotels – include amenities and class ratings.
 Restaurants and bars – add menus, display popular dishes, and include a link for online
orders and bookings.

All businesses can also include other helpful attributes like wheelchair accessibility, WiFi, and
parking.

Use messaging tools for customer-centric communication

Customers like not to have to call a company for further information. People want a more
mobile-friendly method of communication. More individuals will contact it and connect with its
company if it makes it easy for them to do so (Salminen, 2020). Customers may SMS it
questions about the service directly from the Google My Business mobile app or the dashboard
on its website (Shah, 2019). On the Messages page, it can organize, review, and respond to client
queries all in one place. Keeping customer interactions basic helps boost their first impression of
its business (Imhof, 2020).

Responding quickly and thoroughly will assist build client trust and increase the probability that
they will stay with its company. Nothing is more aggravating than waiting for a response that
does not address its issues (Salminen, 2020).

Use the booking tool for easy reservations

Use the Google My Business bookings tool to connect to its company's scheduling technology so
that GMB may take on-demand appointments. Customers are more likely to select it over rivals
who make it difficult to schedule appointments make it simple for them (Buhalis, 2019).

CX Process in Apple

Apple's approach to customer experience is beneficial in building long-term relationships with

consumers. It'll be surprised to find that Apple's success is driven more by winning the trust and
allegiance of its customers than by making money (Salminen, 2020).
The Synonym of Success — Apple

Since its inception in 1976, Apple has never participated in pricing competition. They are
prepared to pay exorbitant prices for Apple products, though, since they have trust in the firm
(Buhalis, 2019).

Super-persuasive yet Simple Marketing

In order to cultivate devoted Apple customers, Apple's customer experience strategy is

predicated on incredibly successful marketing (Buhalis, 2019). Although it takes time and effort
to establish a strong rapport with customers, Apple users cherish their goods and are devoted to
the company. Because their goods speak for themselves, Apple has maintained a straightforward
yet attractive marketing and style (Salminen, 2020).

Brand message through Stories

Apple has the most user engagement of any product producer. The marketing team develops
appealing tales to persuade buyers that they deserve and will benefit from an Apple product.
There is no other successful customer experience technique (Imhof, 2020).

Innovation in every Product

Apple has established a compelling customer experience strategy in order to supply high-quality
items and encourage relentless client happiness (Salminen, 2020). The reason the company is so
successful is that it gives the best customer experience possible by utilizing cutting-edge
technology, software, and yearly positive planning (Buhalis, 2019).

Peculiar Apple Store Design and Experience

Apple is sure that the customer experience is crucial at every stage of the customer life cycle.
The Apple store's interior design immediately conveys a strong sense of brand (Moore, 2020).
Every visit to an Apple shop is memorable due to its unique and educational retail experience.
Customers are therefore more likely to want to purchase from Apple (Buhalis, 2019).
References:

Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and nowness service: lessons from
tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), pp.563-582.

Fox, V., 2020. Marketing in the age of Google: Its online strategy is its business strategy. John
Wiley & Sons.

Heck, C.J., Grilo, S.A., Song, X., Lutalo, T., Nakyanjo, N. and Santelli, J.S., 2018. “It is my
business”: a mixed-methods analysis of covert contraceptive use among women in Rakai,
Uganda. Contraception, 98(1), pp.41-46.

Imhof, G. and Klaus, P., 2020. The dawn of traditional CX metrics? Examining satisfaction,
EXQ, and WAR. International Journal of Market Research, 62(6), pp.673-688.

Moore, S., Bulmer, S. and Elms, J., 2022. The social significance of AI in retail on customer
experience and shopping practices. Journal of Retailing and Consumer Services, 64, p.102755.

Popescu, C.C., 2018, May. Improvements in business operations and customer experience
through data science and Artificial Intelligence. In Proceedings of the International Conference
on Business Excellence (Vol. 12, No. 1, pp. 804-815).

Salminen, J., Guan, K., Jung, S.G., Chowdhury, S.A. and Jansen, B.J., 2020, April. A literature
review of quantitative persona creation. In Proceedings of the 2020 CHI Conference on Human
Factors in Computing Systems (pp. 1-14).

Shah, D. and Halligan, B., 2019. Inbound marketing: get found using Google, social media, and
blogs. John Wiley & Sons.