Traditional marketing no longer works. Broadcasting a message and hoping that someone will see and respond to it is now lost in the overload of information, and changed expectations of today’s customer. If you are not delivering an engaging customer experience that adds value to the customer journey, then you are going to be left behind.
The customer experience is now far more than the marketing experience. To be effective in today’s competitive environment marketing needs to move from being about simply delivering a message, to adding value to a customer’s interaction with the brand. It also needs to move from being tailored for the context of a single interaction towards making sure that there is continuity across every touch point
From a marketing systems point of view this means improved productivity, and open innovation. Making the existing systems better, faster, and building bridges for data to flow across systems is a good first step. Innovation can take that good first step and make it great when you start to gather insights into how your customer behaves during those interactions, and then act on those insights to deliver truly engaging moments during the customer journey.
Customer experience is the new source of competitive advantage for marketers. Customers now expect you to know them, understand where they are in the buying cycle and serve their needs accordingly. Brands that do this best will be preferred over those that don’t. But traditional organizational structures, an overwhelming assortment of applications, and disconnected processes often get in the way. Creating innovative customer experiences requires new approaches to connecting customer data and interactions across systems and functions.