If you accept the fact that customer requests digitally sophisticated custom today, context, real! time experiences to be interested in your brand, then certain consequences are inevitable.
You need data to create unforgettable experiences.
First, you can not really create dynamite, personal dynamic interactive experiences without having access to analytical data volumes that are available today regarding your online customer behavior. Then you need to learn what trips your customers are your brand at all points of contact and on all channels. Then you need to create experiences and use the results of customer feedback, changing your campaign quickly to meet what you learn.
You really can not do that with fragmented systems and siled services, each working for its own operational efficiency regardless of the customer experience.
You need a digital foundation.
Build your digital foundation by manageable steps.
Unless you have a large company with significant resources, you probably will not go out tomorrow and just buy a digital basis! It has to evolve -. Something that you can sustain into manageable steps
1. Literally, Journey Map Out Your client with your brand
Get together -. From marketing to production to shipping and receiving – in a room around a table with a BIG piece of paper on it and map every touchpoint and every channel and every possible interaction. Of course, you can do it digitally, but good old pen and paper work great color, allowing everyone to participate and reflect together. View all departments how its actions impact on customer perceptions of your brand. This allows everyone to start working for their real bosses -. Customers
2. Identify Any – online and off -. What makes your operation
This includes all services based on the cloud that you use, all the local servers, and all the things as your POS system, system centers email marketing, and appeal. Identify where the customer journey is interrupted or diverted. You see a lot of fragments and places where processes can be combined and integrated? This is where you create your digital foundation begins.
3. Clearly Articulate imperatives and business priorities of your brand.
Make sure everyone is on the same page and clear about what your business wants. Do you want more customers, better product lines, expansion into other markets? Everyone should understand – and be working towards -. The same objectives
4. Totally Clean Up internal bottlenecks and Silo Failures.
Maybe you want to start with the integration of your production system with your sales and marketing processes. There will be computer problems to face and changes in workflow to consider. Your salespeople must be perfectly synchronized with what marketing is made and how production is able to meet. Never before sellers should have to call customers to explain that certain promotions are not available as they thought they were, or that their orders will be delayed because production was delayed.
5. Create opportunities to delight customers Using your customer Journey Plan.
Find a manageable starting point given your resources. Maybe you decide that you can create custom electronic tenders based on analytical data you have or will have. fully explore your options – including the creation of electronic messages that are aware of the customer’s location at the time of the opening -. and to provide relevant offers at that time
Or, maybe you decide you need to create a dynamic and interactive content on your home page. It is well to create the work in stages, do many A / B tests, and review your content often.
6. Your New digital excellence key performance indicator (KPI).
You need a new mindset and new elements to measure if you are to successfully creating outstanding content a priority in your organization. Most companies focus on sales and display the content as they would a product brochure. But today, the content comes first for a customer who may never about you. If you are really successful in the digital world, you may need to focus on successful engagement with revenues as a by-product that can provide great content.
measuring engagement are not as elusive as you might think. In fact, it is quite tangible and can be measured by tests such as the residence time of web site, pages per visit, social actions, comments and likes (including making individual content assets a “favorites”) product reviews, view video, and more.
If you get the right dynamic content, then the revenue will not be far behind. But being wrong, and your client will be long gone.
Build your digital foundation manageable incremental steps is logical and can take you where you want to be – in the budget and schedule. Define the steps and manageable steps is much better than staying with old systems and processes that do not match the expectations of today’s customers.