Study: The Best Customer Experiences Blend Art And Science

To the digitally empowered customer, the experience matters more than products and pricing. As a consequence, the vast majority of marketers are making the customer experience the focal point of the branding, design, delivery and differentiation of their products and services.

Study: The Best Customer Experiences Blend Art And Science

To the digitally empowered customers, the experience matters more than products and pricing. As a result, the vast majority of marketers are making the customer experience the focal point of the branding, design, delivery, and differentiation of their products and services.

Advances in technology and marketing science have armed marketers with an expanded pallet of powerful digital analytics and mobile tools to help them differentiate and enhance the customer experience.

A new study by Digital Surgeons has found that the top retail, travel, and hospitality marketers are leveraging those technologies to reimagine the customer experience. However, the report also cautions marketers that an investment in technology alone will not delight customers.

Marketers who want to differentiate their brands must also define and develop customer experiences that are fun, relaxing, or inspiring. Ultimately the most successful experiences are the result of a blend of art and science and a lot of experimenting with the marketing, media, sales, and merchandising mix.

The report outlines the following best practices for transforming the customer experience:

  1. Expand the experience design pallet to integrate different elements in physical and digital worlds.
  2. Incorporate emotional factors into marketing planning, journey mapping, and targeting tools.
  3. Consider all five senses when designing a customer experience.
  4. Train staff to act as the glue that holds customer experience process, technology, and systems together.
  5. Build a content supply chain to support personalized content experiences, offers, and offerings at scale.
  6. Operationalize experience delivery across functions and enterprise platforms.
  7. Experiment by blending media, merchandise, education, and technology at the point of sale in new ways.
  8. Establish a new scorecard for success that combines marketing, loyalty, branding, and behavioral outcomes.
  9. Use a “mobile-first” strategy as the core of your approach.
  10. Focus on customer-centric design on human behavior, emotion, and purpose as well as need.

Click here for the full report. (Short registration is required)