Within a crowded marketplace, organizations are turning their sights to drive sales and brand recognition through one key relationship — the customer. Under the umbrella of customer experience (CX) there is a growing fever and host of initiatives, theories and ideas of how to improve it across channels — but at the root of it all, there is one place where customer experience must reign supreme. It’s online. However, what we learn online can and should also drive your CX offline.
Bringing together marketing automation with better web experiences and management is one combination that can provide the customer experience (CX) to lift your company needs.
If we break it down simply, the goal of sales and marketing is to provide the best information to customers as they move along the buying process, while the web experience is the core delivery mechanism for the information. What marketing automation brings to the table is the ability to understand the individual buyer, find out what they need to know and craft a more tailored experience cross-channel to increase conversions.
It’s a no-brainer, right? Better web experiences, better selling information, happier (and purchasing) customers.
Additionally, outside of the web experience, it’s key to take an entire CX look at any and all outlets where we interact. Social media, of course, should reflect an amazing experience. Events should reflect the online experience and the online experience should reflect the event. Any aspect of the customer experience that remains siloed is likely to be unsuccessful.
This growth of the web experience is truly driven by the control that the customer now has. If they want information, then they can just go to the web and bypass the vendor entirely. They can get it in a multitude of ways where 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.
Take, for instance, Apple and what they did with iTunes. The music industry lost control of music with customers. Apple regained the control by wrapping up a product in a much better experience than piracy sites and, by doing so, gained enough control to justify charging a reasonable price per song. This is one of the best examples of loss of control to regaining control that spanned multiple channels.
It all really boils down to the fact that, as a term, “web experience management” will just transition to “experience management,” where the web is the center of almost everything we do. By tapping into the benefits of marketing automation, the web as the core component of your CX will take an incredible and positive turn.