Saturday, January 25, 2014

How Customer Experience Management Takes a Part in Marketing

Hope you like it!
The Rolling Stones
www.youtube.com/watch?v=SGyOaCXr8Lw

Since the early days of the web, marketers have been aware that it’s not just important to provide good content, but a good experience.

Every delay or confusion, broken link or coding error costs money today, and quite possibly a future customer. But “experience” goes well beyond usability, it includes not just what we do in brand spaces, but how we feel and what we think while we’re doing it.

Now as we’re well into the second decade of digital experience design, it’s still a priority and a challenge; nearly two-thirds of respondents say that it’s one of the ways in which they try to differentiate. And yet, a minority of organizations are satisfied with the experiences they offer online and consumers agree with them.Part of this dissatisfaction is a function of the rise of mobile. Just as marketers were getting their arms around the optimal website experience, screens got smaller and keyboards disappeared. If usability was important on a 24-inch monitor, it’s paramount on the third screen.

Looking ahead, organizations are going to have to answer a key question: Does marketing “own” the customer experience and where does that leave the Marketer ?

To optimize the customer experience means much more than reducing the clicks between product and purchase. The greatest challenge for marketing is that a customer’s experience is now an aggregate of online and offline events, mobile and desktop, store and device, marketing and service. Yet few organizations have one executive with the mandate to correlate these disparate but connected pieces. Meanwhile, marketing leads or is involved with many of the areas that affect customer experience online and offline.

It can be argued that the marketer should aim to manage customer experience.
First, marketing is best positioned at most organizations to look at the whole of the experience across media and platforms.


Second, marketers can look at this as an area of opportunity for themselves and their departments. There’s strong evidence that the customer relationship is becoming less about outgoing brand messaging and more about content and interaction. Marketing should own that evolution and shape the future.

If you have any comments or concerns, please feel free to leave it all!

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