Google, Apple, and Amazon are dominating because they have developed and continuously honed customer-centric strategies to eliminate any and all frictions in their CX.
Conversely, it is expected that up to 40% of current S 500 companies may not exist in the next decade due to a lack of innovation and the failure to keep pace with this shift.The modern-day digital marketing juggling actDigital marketing has rapidly moved from managing a single company website to overseeing a complex ecosystem of digital channels including web, search, display ads, social, email, SMS, mobile, and a variety of emerging touchpoints.
These challenges include:Fragmented offline-to-online interactionsDifficulty in pulling together vast amounts of data scattered across siloed sourcesLack of tools to contextualize how each customer is engaged in real-time and across touchpointsHowever, this presents an opportunity for future-focused companies to deliver sustainable growth through a business-wide commitment towards real-time omnichannel transformation.The complexity of the CX that needs to be weaved across all these disparate channels requires much more than just a series of cobbled-together legacy systems.
Map out the steps in your marketing transformationComplete a thorough audit of where your marketing and data management maturity currently stands.
Examine existing processes and map out user experiences, with an eye towards identifying the technology enhancements required to deliver the ideal set of individualized customer journeys at scale.
Build a solid data hubDelivering personalized CX at scale requires a powerful data engine.Sophisticated marketers know one of a company’s most valuable assets is its first-party data — e.g., recent purchases, location, demographics — as well as second-party data, which captures how people have interfaced with various marketing channels on the buying journey.