Customer experience (CX) is, and always should be, a top priority for marketers - all marketers, be they B2B or B2C. As Forrester puts it "it’s the age of the customer, and transforming the customer experience (CX) is one of five critical market imperatives that companies need to shift toward customer obsession."
Yet there is an undeniable dichotomy when it comes to marketers and CX.
On one hand you have 92% of marketers who use more than one marketing channel (which is pretty much everyone) state they believe CX is the differentiator between themselves and their competition. On the other hand, however, are the 5% of marketers that say they are “very much set up to effectively orchestrate cross-channel marketing activities.”
Then when you add in personalization, which is the bridge between what customers expect and what businesses deliver, there is more disparity. Brands often misunderstand the need for personalization and treat it as a goal in and of itself. Rather, personalization is the means to drive revenue. While true personalization builds on an organizational framework of customer-centricity, each improvement to the customer experience is directly correlated to your revenue goals.
By personalizing across channels, you’re demonstrating that your brand understands the wants and needs of the customer on any single channel or across multiple channels. It means that you’re able to offer a relevant experience that will win loyalty and increase revenue.
Remember the adage "If it ain't broken, don't fix it?" Well the customer experience is broken because the marketer experience is broken.
However, it’s not entirely marketing’s fault. Legacy technology provides only a distorted view of the customer. That’s what creates the broken experiences. It’s the same technology that—while providing rich behavioral, demographic, and preference data—does not allow for silos of data to be shared across channels.
So are you ready to fix what's broken? Are you ready to learn how to orchestrate and personalize the entire customer experience?
Of course you are.
That's exactly why you need to watch Bridging the Gap: How to Orchestrate and Personalize the Entire Customer Experience, a webinar which will show how you can orchestrate and personalize the entire customer experience across messaging, whether that is email, SMS, MMS, or on websites, mobile sites or apps.