By Mike Stiles on Jun 06, 2014
If customers have changed, if the way they research and shop have changed, if their expectations have changed, if their ability to act on dissatisfaction has changed, but your customer experience has NOT changed, what was once “good enough” may now be crippling.
Well, the customer has changed, and why wouldn’t they? You’ve probably changed too in your role as consumer. There’s more info available, it’s easier to get, there’s more choice, you’re more mobile, you’re more connected, it’s easier to buy, and yes, it’s easier to switch brands if experiences don’t meet your now higher expectations.
Thanks to technological advances, we as marketers can increasingly work borderline miracles. But if we’re still not adamantly adopting customer centricity, and if we aren’t making the customer experience paramount amongst business goals, the tech is wasted. A far more modern customer experience is called for. Here are 6 ways to get there:
1. Modern Marketing:
Marketing data is aggregated and targeted to the right customers, who are getting personal, relevant communications. In return, you’re getting insight that finally properly attributes revenue to your marketing efforts.
2. Modern Selling:
Demand is being driven across all channels with modern selling tools. Productivity is up thanks to coordinated communication and selling, and performance is ever optimized using powerful analytics.
3. Modern CPQ:
You’re cross-selling and upselling more effectively since reps and channel partners have been empowered with the ability to quickly, automatically generate 100% accurate, customer-friendly quotes complete with price controls and automated approvals.
4. Modern Commerce:
You’re leveraging data and delivering personalized, targeted digital experiences to everyone. You’re attracting more visitors, and you’re able to scale and keep up with the market and control the experience.
5. Modern Service:
You’re better serving your customers by making it easier for them to engage with your brand, plus you’re lowering your costs by increasing agent and tech support efficiencies.
6. Modern Social:
You’re getting faster, deeper, more accurate insights from social and turning content around faster, which then goes out to the right people at the right time in the right place. You’ve also gotten proactive in your service, and customers love that.
For far too many brands, the buying journey of Need, Research, Select, Buy, Use, Recommend across the multiple connect points of Social, Mobile, Store, Call Center, Site, Ecommerce is a disconnected mess. Oracle’s approach to CX is to connect every interaction your customer has with your brand, avoiding the revenue losses lousy customer experiences bring.
How important is the experience to customers? 94% are willing to pay more of their hard-earned money to have better ones, while a meager 1% say they get the good, consistent experiences they expect.
Brands, your words aren’t as loud anymore, so your actions as they relate to customer experience are going to have to do the talking.