How customer experiences are redefining local marketing online and offline.

Let’s look at a quick-service restaurant brand with over 400 locations across the United States. To create positive local experiences, the brand leverages multiple tactics:

• Optimizing each location’s Google Business Profile and other online listings.
• Adding relevant, localized content to each location’s store-specific landing page.
• Actively monitoring reviews in aggregate and at the store level.
• Responding to reviews – positive and negative.
• Deploying surveys to gain valuable feedback.
• Analyzing sentiment in reviews, surveys, email campaigns and more to identify common themes for opportunities for improvement or to recognize stores that are excelling.
• Continuous frontline training to ensure top-notch service at every store.

In turn, this quick-service restaurant brand has become synonymous with superior service and is well-recognized as a customer-centric business. However, none of the aforementioned endeavors could have come to fruition without its marketing and customer experience programs intertwining.

Taking on local marketing and customer experience endeavors manually is an arduous feat. Historically, a business would need to seek two different vendors to help simplify and manage both these efforts at scale.

Rio SEO and Forsta, a global leader in CX, employee experience (EX) and market research, have combined to power the first end-to-end customer experience solution, known as the Local Experience Platform. This platform enables brands to engage consumers throughout the entire customer journey, from discovery to purchase through to brand reputation and advocacy.