While it’s not new, the term ‘customer experience’ is often defined the wrong way. The customer experience is the sum of all contact moments a customer has during his life cycle. Just think of it this way: whenever you are in touch with a brand, regardless of channel or type of interaction, you want consistency and the same level and quality of response to your needs and queries.
The customer experience, as the total of all touch points, is gaining more attention than ever among marketers.
Having a single view of the customer and connecting systems and processes to improve conversion and increase loyalty are seen as the way forward in enhancing efficiency.
Consistent customer experiences require a cross-channel approach
With the consumer increasingly in control, this cross-channel consistency of touch points and focus on the overall customer experience is a natural evolution that can be felt in marketing, CRM, customer service and other business functions where the customer is directly or indirectly involved.
According to Gartner, the customer experience is now in the top 10 of CIO priorities for 2012. Businesses want to build stronger relationships with their customers and improve their bottom-line by delivering on the promise of a single customer and even brand experience.
Obviously, the first must of customer experience management, is meeting the needs of the customer the way they want it.
By definition this requires a customer-centric and cross-channel approach with interconnected systems such as CRM applications and interactive marketing platforms like Selligent Interactive Marketing.
Personalization as a key to success
Great experiences also require a high level of personalization, both regarding interaction platforms and content. Aligning the touch points while offering these personalized experiences that meet the standards today’s consumer wants is key in establishing relevant dialogues and engaging customers. It’s the road to customer retention, loyalty and advocacy.
The customer is at the heart of it and Selligent Interactive Marketing enables you to guarantee the consistent touch points the customer wants, resulting in superior customer experiences, across all channels.
Request a demo if you want to learn how we can help you make it happen.
Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.
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