Page 10 - index
P. 10
RESEARCH, ANALYSIS & TRENDS
The road to the perfect customer
experience is still long and tricky
Strategically designed contact management nowadays nected. That’s why it is currently on every marketer’s
affects the entire Customer Journey - from the initial priority list.
contact with a product through purchase to sales and
delivery, support and maintenance. …which must be just much more data-
driven and personalized today!
No matter whether it is a website or a flyer, TV or
smartphone, it's a matter of creating a consistently posi- As Hybris SAP explained it in one of its whitepapers:
tive customer experience at all touchpoints and on or “We’re at the dawning of a new kind of experience, one
via all channels, to turn customers into brand ambassa- that capitalizes on the best of the mass media and mer-
dors. chant marketplace models, one that consciously puts
the experience first”.
Some figures underpin why companies should focus
more on content marketing and less on outbound mar- Indeed, thanks to seemingly endless computing capaci-
keting. For instance, the conversion rates of websites ties and new technologies, our industry has the amaz-
with factual content are six times higher than for web- ing ability to create truly engaging and personal experi-
sites with advertising product information, according to ences even for millions of clients across every touch-
experts. point.
Technology allows us to craft a larger ongoing experi-
Furthermore, eight out of ten decision-makers in the ence, one that “communicates dynamically and system-
B2B environment explicitly prefer information in the form atically with a consumer using timely data as input and
of specialist articles than pure advertising. And contacts a personalized message as an output”, Hybris SAP
gained through inbound measures can be converted ten states.
times faster to qualified leads than contacts gained Of course, to bridle critics, we have to consider that
through banner advertising. embracing opportunities usually means facing challeng-
es as well. In our case, hitting all the channels to create
People have always wanted experiences… dynamic and systematically consistent experiences
isn’t easy due to its complexity and the vast number of
The times are over when it was enough to start market- touchpoints, but unfortunately crucial to succeed.
ing campaigns with email lists. Today, personalized digi-
tal marketing strategies are needed that require more Just look at the explosion of channel diversity in the so-
and more accurate and detailed information about cus- called Internet of Things (IoT), where literally anything
tomers and prospects. Therefore, marketers have to can become a channel or a connection. What I mean is
make use of a consumer’s demographic background, that the purchasing journey, the customer experience,
behavior on the respective website, contacts with hot- and the brand will be directly impacted by the adoption
lines and support centers, social media habits, but also of Internet of Things devices and technology and that
eCommerce and financial systems used for a purchase, the impact still has to be foreseen.
to get a picture of the person and provide an outstand-
ing service. What’s for sure is that IoT will continue to push the lim-
its of today’s customer experiences and raise the bar
All of these interrelated and successive experiences are higher and higher. ◊
commonly referred to as customer experiences, which
can be called successful only if the customers feel con- By Daniela La Marca
10 December 2016 - Customer Experience – Brand Experience goes Omnichannel
The road to the perfect customer
experience is still long and tricky
Strategically designed contact management nowadays nected. That’s why it is currently on every marketer’s
affects the entire Customer Journey - from the initial priority list.
contact with a product through purchase to sales and
delivery, support and maintenance. …which must be just much more data-
driven and personalized today!
No matter whether it is a website or a flyer, TV or
smartphone, it's a matter of creating a consistently posi- As Hybris SAP explained it in one of its whitepapers:
tive customer experience at all touchpoints and on or “We’re at the dawning of a new kind of experience, one
via all channels, to turn customers into brand ambassa- that capitalizes on the best of the mass media and mer-
dors. chant marketplace models, one that consciously puts
the experience first”.
Some figures underpin why companies should focus
more on content marketing and less on outbound mar- Indeed, thanks to seemingly endless computing capaci-
keting. For instance, the conversion rates of websites ties and new technologies, our industry has the amaz-
with factual content are six times higher than for web- ing ability to create truly engaging and personal experi-
sites with advertising product information, according to ences even for millions of clients across every touch-
experts. point.
Technology allows us to craft a larger ongoing experi-
Furthermore, eight out of ten decision-makers in the ence, one that “communicates dynamically and system-
B2B environment explicitly prefer information in the form atically with a consumer using timely data as input and
of specialist articles than pure advertising. And contacts a personalized message as an output”, Hybris SAP
gained through inbound measures can be converted ten states.
times faster to qualified leads than contacts gained Of course, to bridle critics, we have to consider that
through banner advertising. embracing opportunities usually means facing challeng-
es as well. In our case, hitting all the channels to create
People have always wanted experiences… dynamic and systematically consistent experiences
isn’t easy due to its complexity and the vast number of
The times are over when it was enough to start market- touchpoints, but unfortunately crucial to succeed.
ing campaigns with email lists. Today, personalized digi-
tal marketing strategies are needed that require more Just look at the explosion of channel diversity in the so-
and more accurate and detailed information about cus- called Internet of Things (IoT), where literally anything
tomers and prospects. Therefore, marketers have to can become a channel or a connection. What I mean is
make use of a consumer’s demographic background, that the purchasing journey, the customer experience,
behavior on the respective website, contacts with hot- and the brand will be directly impacted by the adoption
lines and support centers, social media habits, but also of Internet of Things devices and technology and that
eCommerce and financial systems used for a purchase, the impact still has to be foreseen.
to get a picture of the person and provide an outstand-
ing service. What’s for sure is that IoT will continue to push the lim-
its of today’s customer experiences and raise the bar
All of these interrelated and successive experiences are higher and higher. ◊
commonly referred to as customer experiences, which
can be called successful only if the customers feel con- By Daniela La Marca
10 December 2016 - Customer Experience – Brand Experience goes Omnichannel
