Customer experience is a priority for companies more than ever before, with many brands shifting their primary presence online rather than in brick-and-mortar stores. Think about companies such as Asos, Girlfriend Collective and Everlane, which have built strong online presences and offer the majority of their products and services through these channels.
As the competition among brands intensifies in the online space, companies need to find ways to attract and keep customers. One way to do this is by considering how the experience (CX) and public relations (PR) teams can work together.
By collaborating, these teams can create a positive customer experience and build customer loyalty and trust, ultimately helping the company to achieve its business goals. By prioritizing customer satisfaction and improving the overall experience, companies can differentiate themselves from their competitors and increase their chances of success online.
In addition, by leveraging customer experience insights PR pros can tailor their communications and marketing plans to focus on customer voices and stories. Below are three other reasons why CX and PR should collaborate.
CX and PR Both Impact Reputation
According to Brianna Langley Henderson from Waste Connections, who wrote an article for CMSWire, companies need both public relations strategies and a focus on delivering high-quality customer experiences, especially during times of crisis, to enhance their brand awareness and reputation.
In today’s connected world, where information is readily available and quickly spread, managing a company’s reputation has become even more crucial. Negative publicity, whether justified or not, can spread rapidly and have long-lasting effects.
On the other hand, a positive reputation can contribute to increased trust and credibility, helping companies establish a competitive advantage and drive business growth. If CX and PR teams work together more closely, people may be able to spot potential issues before they become a bigger problem.
Both Teams Have Valuable Data to Share
CX and PR teams often both have important information and knowledge to share. Victoria Zambito, Vector Solutions with Forbes, reminds people to get out of their silos and communicate with each other because “the customer experience is not the sole responsibility of any single person, team or department; it is a universal value within your organization.”
In addition, as companies collect more data from a variety of sources, like customer engagement from social media campaigns or user experience data at online checkout, they’ll want to share that information broadly throughout the enterprise for improved decision making.
Both Can Play a Role in Shaping Brand Messages
A brand message is the central idea or message that a company wants to convey to its target audience through its marketing and communication efforts. It encapsulates the unique value proposition, tone of voice, and personality of the brand, and serves as a guide for all internal and external communications.
The brand message should be consistent across all touchpoints and channels, from advertising to customer service interactions, to reinforce the brand identity and create a memorable experience for customers. The brand message should also reflect the company’s mission, values, and personality, and be relevant and appealing to its target audience.
As brand messages evolve, PR and CX will each have unique insight. PR teams will likely understand the media and influencer landscape and their current perceptions of the brand, whereas CX may have direct access to customer feedback, the customer journey, insight into pain points and preferences. Both perspectives are important when considering brand evolution.
As companies focus on building a strong online presence, customer experience and public relations remain vital functions for most companies. By working together, CX and PR teams can leverage valuable data to improve customer satisfaction and create a consistent, positive experience. This collaboration can help companies differentiate themselves from their competitors and achieve their business goals, making it a priority for brands that prioritize the customer experience.