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!