Experience is the great demand of the modern consumer. People expect companies to offer
value , that is, to demonstrate that they are much more than mere providers of products or services.
In this scenario, Kotler mentions the so-called “ wow factor ” , an expression used to illustrate the
feeling that the customer enjoys when a brand exceeds their expectations.
In this sense, the Customer Success department comes into play , whose main objective is to
work on the entire experience that your company offers, from the first contact to after-sales service,
focusing on the satisfaction and success of your client.
What to expect from the consumer of the future?
If the 4.0 consumer requires many changes shop in the work that many companies do, what would
you say about a 5.0 consumer? There are already some articles pointing out the possible particularities of the clients of the future, although we still do not have a very clear direction on the
subject.
The thought exercise is valid because if there is one thing we can really say, it is that the world will
continue to change.
The gaps between major changes in the market and in marketing are becoming shorter and shorter,
and perhaps this is the most important lesson for companies to understand: there is no finish line!
If society, the economy, technology and digital consumer behaviour are constantly changing, your
business must also adopt a pace of change.
Have you been inspired by these ideas and want to learn more about marketing? Then download our
ebook on digital marketing 3.0 right now and find out how marketing actions can take your business
results to the next level!
It is very important to have a clear, defined and well-documented marketing strategy ,
establishing the next objectives to follow through OKRs . On the other hand, some people confuse
these results with KPIs , even changing one for another. This confusion of concepts can lead to an
incorrect direction of your actions, which causes you to waste time and money.
In this article we clarify these doubts by explaining:
- What does OKR mean?
- What is a KPI?
- OKR vs KPI: What’s the difference?
- Why are both important?
- How to use OKRs and KPIs in your strategy?
By the end of this reading, you’ll know how to choose and apply goals and metrics to improve your results, how to attract your buyer persona , increase sales , scale your business, and much more!
What does OKR mean? optimize-the-experience
OKR stands for Objective and easy navigation within the website Key Results , a methodology used by companies to define expected results. In practice, when you set an OKR, you create a set of desired objectives, i.e. a qualitative description of the group of results to be achieved.
With this methodology, companies are able to focus on the areas they consider most important for improvement. That is, instead of creating dozens of objectives and getting lost among them, one objective is achieved at a time, focusing all the team’s efforts on what is key for the company to advance to the next level.
Consider that the main objective is to present a subjective desire, while the key results show what the success of this action would be. For example, let’s imagine that a SaaS company would like its customers to be brand ambassadors.
In this case, “getting the customer to fall in love with the software” is the goal. But what can be done to make that happen? How can this result be achieved?
This is where key results come into play . A goal can have a set of actions that together achieve the expected result. In our example, it could be:
- Reduce turnover by 5%;
- Perform three monthly software updates;
- Achieve NPS in the zone of excellence.
What is a KPI? optimize-the-experience
KPI is short for Key Performance bonaire businesses directory Indicator, a performance metric to show whether organizational objectives are being achieved.
Have you noticed that key results use the SMART methodology ? It turns out that these goals need to be real and achievable, and the KPI comes into that story to measure them.
Moreover, it becomes even more efficient when implemented in marketing automation . Take a look at some examples of KPIs on this slide:
There is no point in copying KPIs from other companies, let alone defining them without OKRs. Otherwise, you risk analyzing metrics that are not relevant to what the company wants to achieve. Below are some examples of KPIs used in marketing:
- average ticket
- traffic source
- conversion rate
- lead acquisition
- delivery time, and many others.
OKR vs KPI: What’s the difference? optimize-the-experience
The idea of OKRs is to help relate desire to a strategy, allowing you to continuously improve until you reach the expected result. That’s why OKRs work like a GPS that indicates the best path to follow.
On the other hand, KPIs are a kind of graphical display of the conditions for following the planned course, as if it were the car dashboard that accompanies the GPS, showing mileage, amount of fuel, among other details, for example.
Have you noticed that, although they are different, OKRs and KPIs are related ? That’s why there is no one better than the other, as both depend on what your team wants to achieve and what needs to be measured. When used together, it is possible to define more precise goals, while fine-tuning that “radar”.
Why are both important? optimize-the-experience
As we have seen, by having reliable and accurate measurements of the actions being implemented, it is easier to evaluate the results and understand what to do about them. Therefore, it is interesting for you to understand why it is worth combining OKRs and KPIs in your marketing strategy.