Providing a great digital customer experience is more and more important, and yet many brands seem not to care by providing less than stellar experiences over and over again. It's like déjà vu, a French term that means “already seen,” which is used to describe the sensation that you have already experienced something that is actually happening for the first time. Up to 70 percent of people report having experienced some form of déjà vu, and for me it seems to happen all the time - especially in my experience as a digital consumer.
I am a modern consumer guy who uses multiple channels to engage with brands of all sizes, which marketers frequently refer to as a “hyper-connected consumer.” And along the way, I leave bits of information behind via online searches, Twitter comments, online surveys, online purchases and live chats. The idea of using all that data to make improvements in marketing is not new, and yet I often have the strong sensation that I've been here and done that when engaging with a brand.
Sadly, I still get poor customer service from cable, media and wireless companies. Financial institutions send me irrelevant credit card and mortgage offers and retailers have insufficient product selection and inventory when I visit -- either online or in-store. It doesn't have to be like this, I promise.
Organizations can and should use all the channels and resources at their disposal to provide the hyper-connected consumer with a stellar experience regardless of channel. But how can they harness their marketing automation and digital experience initiatives accordingly to manage the digital customer journey?
There are three key areas organizations can focus on to ensure that great digital customer experiences are not accidental - collect digital data, use digital intelligence and analytics, and integrate the digital ecosystem. Here are the approaches I recommend in these three areas: Read More