Leveraging the flywheel formula can help marketers improve customer experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 20, 2020, 3:51 PM UTC

Flywheel places customers in the centre of marketing and sales strategies, helping brands provide excellent customer service.

B2B companies should think of sales and marketing as a flywheel instead of a funnel. Operating on the flywheel formula can help marketers create an emotional connection with the customers and then turn them into brand advocates.

Marketers should focus on improving customer journey by understanding their feelings before, during and after an interaction with their organisations. Brands should also ensure that each customer touchpoint in the buying journey provides a smooth and positive experience.

Businesses can also request customers to fill out a Net Promoter Score (NPS) survey to find out whether the CX is up to consumer expectations. This survey can further help marketers ascertain the likelihood of a customer turning into brand advocates.

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