Nowadays, consumers interact with businesses in more ways than ever before, across various devices, channels, and time zones. A customer may notice a company’s advertisement, visit their website, browse through their products, checks out the customer reviews, and go on their merry way—all without conversing with a single human.
While automation and technology have definitely enhanced our lives, they’ve also made the modern customer experience much challenging. Numerous customer interactions happen all round the clock and several flies below the radar.
A recent study shows, 80% of companies said they delivered “superior customer experience.” However, as per their customers, only 8% actually did. In this age of hyperconnectivity, brands can engage their customers in multiple ways than ever before, yet they’re failing to meet their requirements.
But what is the customer experience? For a start, let’s term it as CX, it’s much simpler! Just put, it is the sum total of all the interactions between a customer and a business, including discovery, introduction to your product/service, purchase, assistance, and advocacy. Each stage impacts customer loyalty. It affects how consumers talk about the brand online as well as offline.
Related: Artificial Intelligence for Customer Experience: Boon or Bane?
Great customer experience needs better tech:
When most businesses recognize the necessity for creating engaging brand experiences, several of them fight to find out the best technologies to do so.
The top hurdle for marketers is ‘identifying the best technologies for our requirements. Interestingly, 89% of respondents acknowledge that developing technologies play a crucial role in designing an engaging brand experience, but 90% strain to identify the correct technologies to serve as a continuation of their brand.
Personalization is amongst the major differentiators for brands, and the ones that can provide it will be the ones claiming a competitive advantage in their market. As per a study, more than 40% of consumers that enjoy a personalized experience with a brand are expected to become repeat customers.
Particularly for retailers, presenting a personalized customer experience on their online store or website is no longer sufficient. They are required to be on social media, run ads – online or via email, and continuously optimize their mobile apps.
Mobile apps are the most significant marketing tech investment for brands in 2020. Almost 70% of respondents stated that they will invest in developing or enhancing their applications to serve their customer base better.
Voice search came in next, with 40% of respondents classifying it as an essential priority. By 2021, it is believed that early adopter brands that rebuild their websites to support visual and voice search will enhance digital commerce revenue by 30%.
Implementing the correct technologies will be essential for brands to accomplish the demands and requirements of their customers, and prevail over top competitors in their markets.
Getting the idea of data analytics and brand safety:
Over recent years, making sure brand safety and obtaining actionable insights from ever-increasing amounts of marketing data have also been giving advertisers tough times.
Research showed that more than 78% of competing CMOs were more concerned about brand safety than ever. In fact, several see themselves personally accountable for where their ads are being displayed. As an outcome, CMOs have been trying to increase their spending on brand-safe websites, as well as continuously review their agreements with advertising companies and vendors.
It is safe to announce that more and more brands are now capable of leveraging and embracing growing volumes of their marketing data.
Recent findings show that organizations are embracing self-service business intelligence (BI) and analytics, and utilizing it to make relevant and timely business decisions. This is very much of a trend now that anticipates business users to produce more analytics output than expert data scientists.
It is furthermore crucial – not only for CMOs but also for the people in various managerial positions – to understand data and the insights it can provide for the business. Everyone needs to adopt data to evaluate their current course of action and to foretell potential future modifications to their business strategy.
Currently, it looks like businesses and their marketers are focused on the big picture – presenting customers with the great experience possible, and leveraging the technologies that can support them to do that. This is precisely where ONPASSIVE AI comes in as a unique technology of the future which offers unparalleled customer experience tools to the businesses for providing an exceptional experience to their customers. Keeping a positive brand image and obtaining actionable insights from advertising and business data will be vital in encouraging this process forward.
Marie Della Sale
4 years ago