Customers are more connected than ever, which means brands must work harder to create experiences that are relevant and foster customer loyalty. Several of our recent contributors on CMO.com touched on some of the key insights marketers should be tapping into in order to create a better customer experience.
Christine Connor, managing director at Accenture Interactive, discussed the rapid changes in marketing brought upon by evolving digital technologies. While digital creates opportunities for customers to be more connected than ever, marketers are tasked with the challenge of finding customers where they are in the buying journey and engaging them with relevant individualised connections in real time. Connor described a paradigm shift in marketing, called “marketecture,” with a new focus on the customer experience, harnessing “on and offline data to deliver an always-on, seamless brand experience.”
Kate Kenyon, principal for Content at Cognifide, discussed the important role of storytelling in the customer experience. Customers now expect exceptional content all the time. Drawing insight from Adobe’s latest report, “The Blueprint Redefined,” Kenyon shared the need for great stories to be surrounded by a “rock-solid content infrastructure.” This allows marketers to focus on story management just as much as storytelling.
Pete Markey, Brand Communications and Marketing Director at Aviva, further elaborated on the customer experience and shared some key themes Aviva focuses on in light of Adobe’s recent report, “The Sum of its Parts.” In this digital age, customers expect an experience that is seamless between each touchpoint. Markey believes that the customer experience sums up a brand.
In an exclusive interview, Tina Schwartz, brand director of Danish retailer Flying Tiger Copenhagen, shared some ways brands can use social to connect customers in both physical and digital domains. Although Flying Tiger doesn’t sell products online, Schwartz and her company have realized that their customers are online just like everyone else’s. For that reason, they’ve made having a digital presence a priority in order to connect with customers where they are. The goal is to use these connections to encourage customers to return to their stores.
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