Connecting, gaining, and retaining customers used to be a one-way street. Customer relationships are not static anymore as they are becoming more and more interactive, using several channels with which to reach out, not only the web and mobile devices, but also cutting edge tech technologies. At the last webinar organized by CMSWire, Anjali Yakkundi from Forrester shared some advice on how to follow the latest digital experience trends.
Adopt a customer-first attitude
We have entered the age of the customer. The way you interact with your customers is now the source of a key competitive advantage as it can dramatically affect your bottom line and therefore help you outperform the market. Marketing goals (and metrics) will now center around customer engagement.
Customers are constantly connected on multiple devices, from multiple locations and multiple times a day. But how can you address your customer in the most relevant way?
First of all, you should not simply launch marketing campaigns but actually create interactions with potential clients. You should not just target them but actually try to engage them with your product. We do not talk about customer segmentation anymore but about customer recognition. Finally, sending relevant messages is not enough: they must be linked to contextual needs.
Move IT away from back office and link it to marketing
IT strategies and goals will shift to support customer-facing goals. Therefore, marketing and technology management must work in a more cohesive and agile manner while they build together marketing platforms, external web applications, eCommerce, customer relationship management tools, etc. For example, IT strategies used to be disciplined, slow processes around building the technology. Today, companies should focus on faster sourcing and deployment of digital customer experience tools and technology. This is why now more and more companies use cloud-based infrastructure and applications, including SaaS, instead of on-premises ones and licensed software.
Where to start on your digital experience delivery strategy – 4 steps
- Vision: Determine the vision by setting top line business objectives. In order to do so, you should identify key customer pain points. This is when you start to think consumer first…
- Priorities: You can then define short-term priorities that will serve long-term goals that you previously set.
- People: Now that the strategic framework is set, a new organization structure must be installed, attributing to everyone a new/changed role and new partner relationships.
- Technology: Finally, you can create a digital experience architecture that helps manage, engage, and measure customer experience.
You are now a change agent in your company, promoting customer-first values. Adopting an agile digital strategy starts here!