Adobe Digital Dialogue

July 13, 2016 /Customer Experience /

Providing customer experience – start by starting

Mar­keters today are focus­ing on the cus­tomer expe­ri­ence more than ever, and using data to full effect has become essen­tial. There are big chal­lenges to resolve, how­ev­er, in mak­ing this a real­i­ty – new process­es, data align­ment, and inte­grat­ed plat­forms.

These chal­lenges are pre­vent­ing many from accel­er­at­ing the capa­bil­i­ty at scale of their busi­ness­es, but why is this so?

Here are my two cents. It’s a jour­ney, not a des­ti­na­tion. You derive real val­ue from what you learn along the way. So start by start­ing. Keep your expec­ta­tions small, there­by reduc­ing the risk of a ‘no’ and the cost of a fail­ure (a learn­ing event) derail­ing you.

When it comes to peo­ple, there is a seri­ous sup­ply side con­straint for those every­one wants in this space. Often, the chances are that if you can find them, they want to work for a sex­i­er busi­ness than yours.

My tip – first­ly, one ded­i­cat­ed resource is bet­ter than more than one bor­rowed or shared. Insights and learn­ing accel­er­ate quick­ly with ded­i­cat­ed focus, so start here. For­get the uni­corn and look for will­ing­ness from with­in your organ­i­sa­tion. Peo­ple that work for you already know your busi­ness and are will­ing to learn, so you’re more than half way there.

Max­imise your plat­form-enabled process­es. Andy Lark (for­mer CMO at the CBA) stat­ed that, “tech­nol­o­gy is the key dif­fer­en­tia­tor for brands – it dri­ves expe­ri­ence, ser­vice and mar­ket­ing capa­bil­i­ty”.

He’s right. We are being asked to do more with incre­men­tal­ly less – col­lect more data, analyse more oppor­tu­ni­ties, make more deci­sions, lever­age more con­tent, exe­cute more often, and opti­mise more expe­ri­ences.

This is not some­thing you can just throw more peo­ple at. You need to build scale through the peo­ple and net­works you already have and remove fric­tion wher­ev­er you find it in this val­ue chain. You need inte­grat­ed plat­forms that help you do that. We hear that the CMO now spends more on tech­nol­o­gy than the CTO. I’m not sure if that is true, but mar­ket­ing cer­tain­ly seems more vest­ed in tech­nol­o­gy than ever before.

So, in sum­ma­ry, the first thing I would sug­gest is to select plat­form part­ners that under­stand the mar­keter. If mar­ket­ing is part art (con­tent) and part sci­ence (ana­lyt­ics), then your tech­nol­o­gy plat­forms should be too. Plat­form tools are use­less if mar­keters don’t like using them.

Sec­ond­ly, con­sid­er whether you want to invest your resources in mak­ing dif­fer­ent tools work togeth­er, or in deliv­er­ing cus­tomer expe­ri­ences that mat­ter. Obvi­ous­ly it’s the lat­ter, so part­ner close­ly with the peo­ple that will help you achieve this.

Final­ly, this sto­ry relies on cre­ative con­tent. You want plat­forms that help inte­grate cre­ative devel­op­ment (agen­cies) with deci­sion-mak­ing and exe­cu­tion (mar­ket­ing), that sup­port gov­er­nance and ver­sion con­trol, and help you reuse and realise the val­ue of the con­tent you cre­ate.

Come to Sym­po­sium to hear Mur­ray lead the dis­cus­sion on Audi­ence Insight and Acqui­si­tion. Dis­cov­er how brands are using real life data to cre­ate a holis­tic audi­ence view that enables them to acquire, engage, and retain cus­tomers. Reg­is­ter now!

Customer Experience

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  • By andy_mcf - 1:00 AM on July 20, 2016   Reply

    You’re right — analy­sis paral­y­sis leads pre­cise­ly nowhere. I sug­gest a bit of plan­ning is in order before mak­ing the leap, how­ev­er. The first step is to iden­ti­fy _what_ you are hop­ing to accom­plish by deliv­er­ing (or improv­ing) the cus­tomer expe­ri­ence. Here are are some com­mon fail­ure points I encour­age all com­pa­nies and prac­ti­tion­ers to con­sid­er

    Hope they help your read­ers!

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