Steve Woods: "What We Learn Online Can and Should Drive Your CX Offline"

The customer is king – especially online. As consumers (and software providers), we are very aware that how a company manages their customers’ online experiences is critical to its success. The goal of sales and marketing is to create the best information for us. The Web delivers it to us. And marketing automation makes it possible for companies to craft tailored experiences for us across channels to convert our browsing into buying.

Steve Woods is the author of The X Factor: The Convergence of Customer Experience and Web Experience Management, an article that appeared in CMSWire just last week. Steve Woods is also one of ours. He reports to Steve Miranda as a group vice president after having been Eloqua’s CTO since its founding.

Woods presents three excellent points for improving marketing automation which creates better Web experiences: 1) understand buyers (and their digital body language), 2) keep it simple, but holistic (don’t over-engineer the experience), and 3) get personal, but be real (stay authentic). But this article isn’t just about how to treat customers online. It’s about mining the information you have about customers so you can keep the cross-channel experiences consistent. Woods says, “offline interactions, such as those that sales professionals have, should be guided by an understanding of a buyers’ online behavior. Similarly, online experiences should reflect what we know about the buyer from their offline interactions.”

Woods points out that customers can bypass the vendor completely by going to the Web for the information they need. At that point, the vendor has no control. “The only way to regain control is to have the best experience so that they can, and will, come to you,” he states.
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