Marketing executives spend many restless nights wondering how they can improve customer loyalty. It’s no wonder why. Access to customers is growing – a marketers dream – but at the same time, customer loyalty is getting harder and harder to achieve. The challenge is the many paths to take when it comes to building the customer relationship and it’s the marketer who needs to be well versed in the latest web content management technologies to solve the puzzle. The focus for marketers is getting the right content, to the right people, at the right time through the right channels.

So, where does one begin? Here are six ways that marketers can improve their customer's web experience:

  1. Engage your customers where they are
Content needs to be adjusted for multiple channels. A customer may view a website on a tablet device in the morning, on a smartphone while riding on the train, and on a laptop when they arrive at the office.
  1. Send “messages meant for me”
Don't send a customer information about a product that they have never shown interest in. If a customer recently purchased a new tennis racket, then send him promotions about clothing options for tennis. Also, if you want the customer to have a great experience, make sure that the landing page for the tennis section is up to date.
  1. Get personal
Advanced Web content management technologies give marketers a view into a customer's previous visits. A generic 15 per cent off coupon is nice, but it's even better when the customer receives a coupon for 15 per cent off his next purchase of tennis equipment.
  1. Don't make things complicated
To make the customer's experience positive, make sure the website is easy to navigate. It's frustrating to have to click on multiple links on different pages to get to the screen you want. One of the easiest ways to lose a customer is to provide broken links and poor search results.
  1. Avoid competing only on price
Holiday sale prices are great, but most companies offer those types of promotions. Customers appreciate it when tips and advice are offered that makes your website one they chose to visit frequently instead of one that simply offers the cheapest products. One recommendation is to share stories about how other customers are using the company's products.
  1. Always use compelling content
This may seem obvious but you'd be surprised how many websites are painfully out of date. There's nothing worse than going to a company's website and seeing that the most recent blog post is eight months old. Provide fresh content and the customers will keep coming back for more.

By Oliver Jaeger, Vice President Global Marketing & Communications, e-Spirit Inc.