The digital transformation of marketing
Today, more than ever, the customer is in control. One bad interaction with customer service, an outdated platform or even something as simple as website speed, may cause them to find the product they want elsewhere. With price and quality comparisons at consumers’ fingertips, brand loyalty is also much harder won. As a result, companies of all sizes and industries have a renewed focus on customer experience (CX), viewing it as the key to gaining sustainable competitive advantage.
Digital has changed the rules of customer engagement. To continue acquiring and retaining customers, organisations need to adapt to these new dynamics.
Digitisation has formed more channels and ways for customers and businesses to interact, putting pressure on modern marketers to compete for consumer attention through an ever-growing number of touchpoints. Such is the ubiquity of integrated services today though, customers expect a seamless, omnichannel experience with businesses, where they can swap between devices, a desktop, a store or a salesperson and still receive a consistent and up-to-date response. They also expect communications from brands to be tailored to their specific preferences and informed by previous interactions.
Businesses must, therefore, have cutting-edge internal processes in place in order to provide both insight-driven, personal communications and a unified, cross-channel view of customer insights. As customer communications become progressively more scattered and complex, manual management not only leaves businesses open to error but also commands valuable time in processes that could easily be streamlined and managed by digitalisation.
But companies are commonly structured in a way that means no one department has full responsibility for the customer journey, leading to confusion over ownership of data. This makes effective company-wide data use a challenge and means that many struggle to translate disparate pools of insight into a unified customer experience.