Getting the right content to the right person at the right time to satisfy customers’ demands takes lots of data and the right software, but it also requires a paradigm shift within your organization.
As a result, companies are playing catch-up in the battle to get new customers and retain existing ones. They must realize — and now — that a companywide, holistic understanding of the customer journey at every touchpoint is vital to present and future success.
Becoming a Customer-Focused Organization
Today, leading-edge companies are changing their digital organization into a customer-focused, data-driven enterprise that puts an emphasis on constant reinvention and testing new content, becoming more aware of audiences and segments, and breaking down as many internal silos as possible to create the amazing digital experiences that customers are coming to expect.
Royal Bank of Scotland (RBS), a leader in putting customer experience at the forefront, has said that what they care about most is the last 10 seconds their customers spent online with them. It’s that impression that will impact how the customer feels about the organization.
Few companies envisioned today’s world in which potential customers could start their journeys with your brand from smartphones in the morning, continue on laptops in the afternoon, explore more from desktops at work, and then finish from tablets at home! Customers might even come into your store and expect to see it reflect their digital experiences.
Because of this new reality, organizations often don’t have efficient, integrated tools that consistently deliver relevant content across channels. Too frequently, a business will “reinvent the wheel” with each different channel — oftentimes, duplicating content. Time and again, different groups within an organization will manage each channel with little communication between them — and with no one being responsible for seeing the whole customer experience.
In today’s world — where experience is your new brand — that disconnected approach is a recipe for disaster.
Connecting the Data-Dots
Another problem that organizations face is integrating their companies’ data sources. You can’t personalize your digital content unless you know your customer and what they are doing online. To accomplish that, you need lots of data, but for many companies, that data is spread throughout the organization in different silos with no central collecting point.
And, rarely does someone take responsibility for closing the loop, feeding back insights gained from the data and constantly testing improvements to campaigns.
At RBS, they now have customer-journey managers who look across all touchpoints and channels to see holistically how to optimize and make a better customer experience. They have a view that connects the dots, crossing organizational boundaries to optimize the customer journey.
Disrupting the Disruption
The biggest challenge to appreciating and mapping out the complete customer journey may be the disruption caused by customers using so many different devices, making cross-channel marketing and analytics more important than ever before. Yet, only a small fraction of companies collect data so that they have a single view of their customers’ wants and needs.
Entrepreneur magazine reported on a survey conducted last year that found only six percent of marketers surveyed had a single view of their customers. Less than 40 percent of marketers are able to collect and integrate mobile-app data, and half of them can’t connect their customer-relationship management (CRM) data. Two-thirds of marketers can’t measure the impact of their ad impressions on customer journeys.
To avoid being left behind in today’s world — where empowered customers can, with a click, choose your competitor — it is important to:
- Map out your customer journey and understand their needs and experiences at every touchpoint and on every channel,
- Seek integrated analytical tools to understand customer interactions on every channel,
- Accept that experience IS your brand today, and different channels form the majority of that experience,
- Identify the silos in your organization and document how they might be obstacles to creating great customer experiences. Then, try some small steps to seek institutional alignment to connect the dots, and
- Feed back insights gained from the data to improve your service, and constantly test and retest to find the sweet spot.
With the unprecedented need for organizations to understand their customers’ multichannel brand interactions, visionary businesses have to disrupt their organizations and adopt new technologies to win the battles for optimal customer experiences.
The post An Organization AND a Technical Problem: Customer Experience as Beautiful Disruption appeared first on Digital Marketing Blog by Adobe.
from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/web-experience/organization-technical-problem-customer-experience-beautiful-disruption/
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