“Happy customers spend their money both online and offline. More than ever, we should put the customer first.” – Jamie Brighton, Head of Product & Industry Marketing, EMEA at Adobe.
Over the past few years, the topic of customer experience has come a long way. Increasingly, organisations put the customer experience at the heart of their campaigns. There is still more work to be done, though.
Over 150 digital marketeers were invited by Adobe to learn more about the topic, on the top floor of the Van der Valk hotel in Diegem (Belgium) on June 20th.
Which trends in Customer Experience Management are emerging?
Professor Gino Van Ossel told the audience that we have come a long way when it comes to customer experience, but there’s always room for improvement. Van Ossel mentioned four trends that currently dominate Customer Experience Management.
- Behave like a butler. In this data-driven environment, it is important that you focus on all of the data. For example, you’re looking for a hotel online and you check some hotels. Even though you book a similar hotel, you still get retargeted with ads of the other hotels. Businesses should invest in the entire customer relationship instead of individual touchpoints. It’s important to serve the right message to the right audience at the right time.
- Think end-to-end. Technology is changing, and so is the way we use day-to-day items. Think about how we read books these days or smart technology telling us when we’re running out of coffee. It’s important to take this customer behaviour into account and focus on the entire customer journey: from the ‘path to purchase’ to insights in consumption of the purchased goods.
- Manage customer effort. Make the process itself as effortless as possible for people. By making it easier to buy or order a product, you might even enhance premium buying and increase average spend — all while having fewer costs because of the optimised workflow. A good way to measure this KPI is using the Customer Effort Score (CES). More than the Net Promotor Score (NPS), CES distinguishes the convenience factor of the added value and emotional aspects in the overall customer experience.
- Go opti-channel. The customer journey is different for each channel. For each stage, you need to decide who is in control of the journey: you or the customer? Using nudging techniques to encourage the customer to purchase a product is somewhere in between.
Practice what you preach
Jamie Brighton, Head of Product & Industry Marketing, EMEA at Adobe, talked about how Adobe itself invested in customer experience. “If you don’t focus on your customers’ experience, you’ll probably lose them. Software has increasingly become a service instead of just a tool or product, so Adobe had to shift its own business model a few years ago.”
And since digital transformation is a journey, Adobe had to find the right partners and technology to make sure it could practice what it preached.
Marketo: the complete solution for lead management
As a part of their own transformation, Adobe acquired Marketo to be a part of the Adobe Marketing Cloud. This solution is the answer for B2B marketers looking to transform customers experiences by engaging across every stage of complex buying journeys. It brings together the marketing and sales to orchestrate personalised experiences, optimise content, and measure business impact across every channel.
Sounds effortless, right? The model, based on artificial intelligence, takes into account a number of variables, so you can easily discover what’s performing best and finetune it. This way, you have an individual model that fits your company’s needs.
Magento: the e‑commerce solution as a part of the Adobe Experience Cloud
The second important acquisition Adobe did in their own strive for customer experience is Magento. From personalising content to enabling omnichannel fulfilment, this solution finetunes every aspect of the shopping experience. The open-source platform lets you create webpages and online shops with just a few clicks and can be used for all platforms like web, mobile and even in-store experiences. Just choose a template, personalise it and find the right extensions in Magento Marketplace.
Customer story: the digital transformation journey of a diversified retailer
Devid Dekegel, Head of CCX Communication Data & Analytics, shared the best practices using Adobe Experience Cloud tools for Colruyt Group. Colruyt is highly known for its ‘best-price guarantee’ and their folder with coupons. In the early days, they just had one version of the brochure for all their customers. The problem was that a lot of the coupons were irrelevant because they weren’t personalised.
“Since we can now connect online to offline behaviour, we have a broader view of the client. This means we can be more relevant in our communication and targeting.” Having access to enriched online data in Adobe Analytics and the Adobe Audience Manager, they can create relevant audiences, build a story and extend the customer experience across all platforms. This resulted in less waste (Colruyt could reduce the number of pages) and better results, since more people started to use their personalised coupons.
Like the customer journey itself, optimising customer experience is never really finished. There are always ways to improve and new ways to awe the audience with a flawless experience. This requires not only digital tools but a continuous strategic focus on what might be the most valuable asset to your organisation: the customer experience.