The Symphony of a Unified Customer Experience: The Experience Business Series, Part 5
by Jamie Brighton
Posted on 11-28-2017
Compelling, personalised customer experiences are no longer optional. They’ve become a critical core component of every successful brand’s overall strategy, integrating data, tools, and personnel from a wide variety of departments and teams. For businesses that achieve this transformation, the rewards are tremendous: happy customers are more likely to buy sooner, make repeat purchases, and spread the word to their friends.
In short, we’re in the midst of the experience business wave, and all signs point to the continued growth of that trend. According to the 2016 Temkin Experience Ratings (TxR), companies with high customer experience ratings have net promoter scores that average 22 percent higher than those of experience laggards. However, while 50 percent of executives agree that a single customer view is critical to long-term success, far fewer are taking concrete action to unify customer profiles and deliver personalised experiences across all channels at all stages of the customer journey.
Throughout this series of blog posts, I’ve walked through the essential ingredients in any customer experience transformation. Here’s a brief recap of what we’ve covered, along with an overview of how it all comes together.
Follow the four imperatives
Every great customer experience depends on four key imperatives. First, context must be the starting line. Every experience must take the surrounding circumstances into account. Second, it’s essential to design for speed and scale to deliver the right message in response to each cue, millions of times at any given moment. Third, you’ll need to master the milliseconds to meet each customer precisely where they are in real time. And fourth, you’ve got to integrate to innovate by placing the customer experience at the centre of all you do, and unifying data, content, and workflows around that single-customer view.
Close the personalisation gap
As you follow the four imperatives, moving closer to a unified, real-time view of each customer, you’ll soon discover that yesterday’s methods of personalising messages just don’t measure up to the sheer volume of content demanded today, or to the speed at which it needs to be delivered. To close this personalisation gap, you’ll need a marketing platform that can A/B test in real time, automatically shifting traffic to the best performing experiences. You’ll also need to take advantage of item-based collaborative filtering to make sure you deliver the right recommendation to the right customer, every time. And most of all, you’ll need to start optimising not just for the right pieces of content, but for the right holistic experiences, delivering personalised versions of entire webpages and apps.
Take control of journeys
Empowered by your newfound understanding of every customer in your integrated marketing platform, you’ll be well-positioned to begin building personalised customer journeys that connect across all touchpoints. This starts when you engineer a simple path from the creative’s desktop all the way to final delivery of each experience, and provide your teams with easy-to-use tools. The goal is to streamline the processes of creating and deploying consistent arrays of personalised assets for each customer, on the web, in-store, and across all other touchpoints. Once you’re delivering those assets at scale, you’ve begun to take control of your customers’ journeys.
Deliver experience-driven commerce
More than 40 percent of buyers start their journeys on one screen, and finish on another. This means it’s crucial for your brand to discover new ways of connecting every step of the customer lifecycle, no matter when or where each interaction takes place. Once you’ve switched from legacy systems to cutting-edge marketing tools, you’ll find that much of the infrastructure for connecting online and offline experiences is already in place. All that’s left is for you to build the customer-facing side of those experiences and you can expect your customers to delight in the difference.
The road from outdated, siloed experiences to integrated, personalised ones is rarely a short or simple one. It requires intensive cooperation across management, sales, customer service, and IT, and may even require the onboarding of a dedicated team of data analysts thinking about a broader digital transformation project within your business. But once you’ve begun to make this transformation, you’ll begin to see lifts in revenue and stronger customer loyalty. You’ll also have the thrill of watching real-time customer interactions turn into actionable insights before your eyes.
When you’re ready to take your next step toward becoming an experience business, Adobe is here to help. Get in touch and let’s talk about how an integrated marketing platform can transform your customers’ experiences for the better.
Topics: Digital Transformation, UK, UK Exclusive, Digital EMEA