Today, we interview Ross Andrew Paquette, the CEO of Maropost — a B2C cloud-based marketing platform that facilitates cross-channel customer engagement. Ross will talk about the importance of providing a positive customer experience to optimize maximum conversion rates, retention, and loyalty to increase revenue.
Why did you choose to enter this market?
Ross Andrew Paquette: In my early career, I started in the SaaS and email-marketing industry. And, green as I was back then, I noticed pretty early on that there was a serious deficiency when it came to deliverability and great customer service.
Those two metrics were what I had in mind when I first founded Maropost, and why the company is so focused on customer-centric innovation, even today. It’s become a part of our legacy to ensure, for our clients and even our client’s customers, that we are providing the most value possible — rather than just treating them as a number. Something that I wish to continue for many years to come.
Why is providing a positive customer experience important?
Ross Andrew Paquette: There was this big study from Gartner a couple of years back that reported, plainly, that 89% of companies are competing predominantly on customer experience.
And so, suffice it to say, the brands that are able to efficiently make use of the tools and technologies available to deliver excellent customer experience will be the ones to come out on top. Of course, vice versa, brands that overcomplicate matters and are unable to meaningfully connect with their customers effectively, will fall into the wayside.
What is the most common mistake a business can make when it comes to handling their customer engagement?
Ross Andrew Paquette: They focus on quantity over quality. There’s this term that we like to use in the industry, called the ‘spray and pray’ strategy that focuses on having as many interactions as possible with one’s customer base. This just doesn’t work.
It didn’t work all that well before, and definitely not now when consumers have become desensitized to such tactics and are actively seeking out brands that can meet their CX expectations.
What’s your advice to counter the common mistake mentioned above?
Ross Andrew Paquette: Stop overcomplicating things. By choosing such an impersonalized approach to marketing, you’re only hurting yourself. Focus on getting to know your customer-base as actual individuals. Once you’re able to do that, you can begin delving deeper — learn their characteristics and behavior, look at their customer journey, find out what kind of items they’ve purchased in the past, what items they’re looking at now, etc.
All of this you need to know in order to provide the best possible experience for your customers. By doing so, you can give yourself an opportunity to send out more personalized and targeted messages that will not only increase revenue but will surely increase your customer’s lifetime value as well.
How else do you think a company can improve its customer engagement?
Ross Andrew Paquette: As someone who’s literally, and figuratively, invested on the subject. This is something that I think I could talk about for hours. But, my advice from earlier stands. Don’t overcomplicate things and don’t take shortcuts just because it’s more convenient for you.
As for specific advice. I know I just ‘talked’ your ear off about how data is key to providing the best customer experience. But, remember that you also need to be able to efficiently analyze that data so that you can execute efficient marketing strategies to make use of what you’ve learned. Of course, this isn’t something that you necessarily have to do all by yourself. In fact, this is what the company I founded, Maropost, specializes in. And, while it might sound self-serving to say, try not to shy away from using technology like ours. After all, we do our best to simplify customer engagement so that our clients can focus on growing their own business.
At the end of the day, your average marketing strategy will probably nab you a customer at least once. But remember that that’s not the end goal. You need to satisfy and, ultimately, meet almost every single one of your customer’s expectations to get them to come back and buy from you again and again.