Design-led, Data-Driven Customer Experience
The pandemic impacted behaviours and the way we engage with business and its impact on customer experience (CX) has been nothing less than colossal.
2020 gave us a taste of what is possible (and not possible) in a digital-only world. It also set a new benchmark for experience based on how customers engage with brands.
As we move past the pandemic era, the idea of customer experience is changing again. Customers are now more digitally savvy, happy to start their buying journey by researching on their phones before potentially buying in-store and therefore demand a seamless experience across channels – not just digital.
A Digital-physical Makeover
The old and proven marketing methods were changed during the pandemic lockdowns. People became tethered to the internet via their personal devices, and many learned to be digital-savvy for business and work survival. This in turn changed the way people look at CX, hybrid shopping is here to stay, requiring companies to reimagine their CX. Companies are now hard-pressed to find new ways to attract and retain increasingly picky customers who have options just a swipe away and are constantly changing their habits.
Front and Centre Data
A significant challenge with digitisation is that data has become a CMO problem. In the past, CMOs mined their data stores for new insights. They were rarely worried about data flows, and governance. Now, with data privacy becoming stringent and data sharing more urgent, CMOs need to work closely with the data organisation within the company. Instead of focusing on just insights, CMOs need to become more outcome-minded.
Companies must also leverage the power of platforms to drive CX at scale, leveraging the power of design and data. Leaders are clearly defining their platform strategy, designing a human-centric experience, leveraging AI for personalisation, and aligning their talent and organisation to drive innovation and intelligence.
The upside to solving these challenges together is there will be an increase in revenues.
Understanding the Ecosystem Effect
The truth is that digitalisation and hybrid CX cannot be done alone. Companies must not only look for solutions but gauge the strength of their partner networks when they asses solutions providers for their hybrid CX vision.
The partnership strength plays a crucial role as every digitalisation journey is unique. A robust ecosystem can help companies overcome unique challenges and learn from similar projects and initiatives across different industries.
Getting the best out of the ecosystem requires clarity of vision and a clear definition of ROI. These require focused efforts on value-delivering initiatives promptly.
Partnering also addresses talent scarcity, which tends to hurt many digitalisation projects. By upskilling workers and working with talent from solution providers, CMOs are building a competent team with the ability to address business complexities and ever-changing customer needs.
Such a knowledge base becomes important as companies redefine their CX in an era where the borders between digital and physical are becoming blurred.