Placing the Customer Experience at the heart of your marketing strategy

The interest in Customer Experience (CX) has grown exponentially in the last year and this is evidenced by the large number of small format conferences and events that have been organised around this concept. The construction of coherent experiences has become a priority for brands that aspire to know their customers and place them at the centre of any strategy.

How can you get closer to your target audience? With what technologies are the companies working? We collect some figures from the sector and, also, we talk about different challenges and trends in Customer Experience. Read them!

Customer Experience

Starting point: What problems do we face in CX?

According to this Salesforce study , leading brands maintain an average of 39 front-end systems to manage Consumer Engagement, a figure that would include from points of sale, e-commerce or content management systems to mobile, call centres, email marketing and social. Too many open fronts, many data sources that are difficult to integrate later.

What’s more, in this same report, it is affirmed that 68% of the participants do not have roles or a government clearly defined for the consumer data, as well as 63% admitting not being agile in responding to requests from the client. Here we face problems of disconnection and fragmentation that, beyond not allowing us to grow as a business, will negatively affect the Customer Experience .

This question can not be addressed as another strategy, it must be considered as a cultural change with great impact. 57% of consumers have stopped buying in a company because its competition offered better experiences, explained Salesforce. Beyond the definition of brand identity and its communication through all departments, you need to know your target, your needs and your expectations. How? Start by listening.

Social Intelligence: Drawing the path to insight

As a marketer, you know the sociodemographic profile of your target audience, how they behave and what arouses their interest (analytics and advertising solutions collect this information), but do you know how your brand is perceived compared to the competition? To what extent do you offer what you seek? Where are your weak points? The definition of a VoC (Voice of Customer) program can help you answer these questions to acquire the so-called Social Intelligence, based on the insights of active listening.

This intelligence can be used, for example, to improve customer service by implementing measures that minimise the risk of leakage and promote loyalty. They can also make it easier for you to optimise the conversion ratio with the elimination of frustrating elements or the implementation of services that match the real expectations of the buyer.

In a way, Social Intelligence allows us to acquire a more subjective and emotional approach to the customer journey so that we can include it in the experience map where all the interactions are collected. However, to get the most accurate picture possible of our target, social data must be combined with other sources (website, CRM, DMP audiences …).

The complexity associated with the integration and analysis of all this information has led to the emergence of solutions such as the CDP (Customer Data Platform), a technology designed specifically for the management of customer data. In fact, you can work with this data in different ways, from activating them with advertising solutions to applying advanced models to obtain predictions or unlock hidden patterns. In the end, any insights that allow you to improve the experience will have a positive impact on your business.

Challenges in CX: Technology to offer innovative experiences

The creation of Customer Experiences is, perhaps, one of the main concerns of marketers who try to use all the tools at their disposal to give them coherence. If your audience does not differentiate between physical stores and e-commerce, how frustrating can it be to return an order? Does your system connect all sales? Here different initiatives are being considered.

H & M, for example, offers exclusive discounts through its app to drive the download, identify the customer and connect their purchases. CaixaBank, on the other hand, has developed an option in ImaginBank that allows you to interact with your AI service to improve your customer service. In fact, many companies have included chatbots in their strategies and, in some cases, they are working to get these assistants to resolve unusual requests.

In this same line, Topshop is experimenting with augmented reality to offer testers where you do not need to change your clothes. With the Xbox Kinect device software and a set of cameras, the client’s body is scanned and shown in a “virtual mirror” how the clothes will fit. Zara, in turn, worked on an app that allows you to scan a white background with your mobile to see in real size different models that show you the latest news of the company.

There is still a long way to go and, surely, this 2019 we will see success stories that combine creativity and technology to build better customer experiences. 

What will be the next holder in CX? Leave us your predictions below.