CX strategy starts with understanding your customer or buyer or prospect.
How they buy, what they expect from your brand/product/service, which stages they go through to reach a point where they are ready to make a decision on you – all of these eventually determine how you should market/sell. This is because the customer is in control now.
If you can define personas based on buying journeys as foundations, you have made a good start. Content is the next key cog in the wheel. If your content makes for good engagement and provides relevance at every stage of a buyer’s buying journey, you are definitely in business.
This can only be achieved if you are able to gather customer insight across all channels – Search, Social, Video/Viral, Display, email, etc. and now, all devices as well. The concept of a single, central customer profile is as much difficult to find as it is difficult to convince marketers about, simply because it is not easy to achieve. A lot of work needs to go in to getting to a stage where marketers can leverage master data about buyers and attach attributes to master data.
In the Web 101 days, prospects used to sign up on websites and would leave such sites without even caring for any follow up emails coming their way. Such emails were irrelevant anyway. But try doing this with a prospect/customer today and you can be assured they will never come back to you. The journey has changed and as marketers it is important to recognize that if you do not keep pace with the rapid and dynamic journey that a customer is prone to have today – flipping from your retargeted ad on Facebook back to your subscription offer on email – you stand to lose the game and the battle.
edynamic’s team of CX strategists works with marketers at leading, global brands to help them defining strategies and roadmaps that are centered on the customer’s journey and experience across channels.
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