As the digital economy evolves into an economy and countless digital storefronts emerge for consumer spending, customer experience has become a key attribute that allows the best brands to outperform their competitors. Since any brand can list a product in an online store, consumers today are faced with an incredible variety of choices and are drawn to brands that consistently deliver a superior customer experience. Whether these experiences are all-digital or digital, they now require broader content and deeper personalization, spanning languages, geographies and audiences like never before.
Experience-led growth means that both brands and their customers derive continuous value from the experiential journey, a result of personalization and alignment where all customer brand touchpoints feel like a cohesive experience. To achieve this, the customer requires a strategy that centers not only marketing, but all channels and means of communicating with the brand. Using highly integrated interaction technologies and well-managed data, experience development creates a multidimensional and real-time view of each customer as an individual, ensuring that brands deliver the experience that matters most at every stage.
It may seem difficult or even intimidating in volatile economic times, but creating a unified, personalized experience can reduce customer acquisition, engagement, conversion, and retention costs and increase productivity across your line of business. Using cutting-edge artificial intelligence to generate unprecedented amounts of data, brands of all sizes can deliver a more human and personalized experience to customers. Regardless of the economic situation, the quality of customer service is always a guiding light that encourages business growth and supports business in difficult times. and methods of interaction. Silly operations are a barrier to experience-driven growth, so companies must tightly integrate disparate teams and applications into a central platform and consolidate their data to act in real time.The best brands have found that when marketing teams, product engagement, field experience, sales and customer service provide a unified customer experience, their ability to deliver relevant and personalized experiences is greatly improved. Real results include richer and more valuable customer interactions, followed by higher initial conversion rates, order value and ultimately retention.
To optimize the customer experience and add value, companies should focus their resources on these three key areas:
- Focus more on digital channels to engage customers where they are. When brands are contextualized and reflected across all channels, the customer experience becomes more relevant at every touch point. Additionally, customer service that is properly personalized, contextually relevant across channels, and respects privacy preferences will make customers feel seen and respected, increasing trust in your brand.
- Deliver personalized experiences across digital channels, including marketing and product interactions. One of the goals of experience-based development is to create a unique and seamless experience with your brand so customers don't have to relearn the rules of engagement every time they interact with each channel. Whether the customer is buying for himself or for the company, the decision maker should always be seen as personal preferences and as an individual. To treat customers as people, the next generation of customer experience will be omni-channel and personalized so that every customer can interact with your brand no matter where they stop, wherever and whenever. This reduces brand evaluation time and increases customer loyalty.
- Increase internal efficiency and effectiveness with enterprise self-service capabilities. Most companies are characterized by organizational structure and tools; Collaboration and communication may be limited by the team and the ability to use some applications. To succeed in the digital economy, focus your business on the integrity and coordination of the content supply chain, a combination of interconnected solutions that bring multiple teams together with one content plan and progress, allowing each team to use the tools they prefer at every stage. Development. . . Going forward, generative AI will power the content supply chain by automating everything from versioning to customer interaction planning, increasing the volume of content released and reducing human effort.
At Adobe, we understand that experience development is not a spontaneous process. It is the result of a deliberate and thoughtful redesign of several key business elements, supported by powerful customer experience management technology. The foundation of experience-driven growth is a unified data platform that serves as a single source of truth for multiple teams, instantly integrates new data into customer profiles, and provides powerful data management and control capabilities. As regulatory and customer privacy requirements evolve, this platform allows your brand to remain relevant and contextual and enables scalable personalization.
Another fund supports the creation of a reliable and efficient content supply chain; It's a complete process that your brand needs to support personal engagement with a wide and diverse range of creative content. A new survey of global marketing and CX leaders found that 88% of those surveyed said demand for content has grown at least 2x in the past two years, with nearly two-thirds expecting it to grow more than 5x in the next two years. . The key technology brand needed to effectively meet this demand is a platform with multiple native connected applications that cover everything from processing and orchestrating multi-channel collaboration to delivery and scale. Above all, to ensure the continuity of touchpoints, these platforms must support the personalization of real-time interactions in terms of marketing, in-product, communication and customer service.
Collaborative, carefully integrated platforms enable experience-based growth for internal collaboration and service delivery to external customers. They give you the agility you need to manage performance and costs throughout the content lifecycle, eliminating unnecessary bottlenecks and increasing cross-resource allocation. A well-supported brand can do more with less, deliver a superior experience, and meet ever-evolving needs.
Focusing your brand on experience-driven growth is a process that requires technology and commitment, not a product. But once this process begins, any investment in customer experience will pay off, allowing your brand to achieve sustainable and profitable growth that will ensure continued success in the digital economy.
The author is president of Adobe Digital Experience Business and Global Field Operations.
Disclaimer. The opinions expressed are solely those of the author and ETCIO.com does not necessarily subscribe to them. ETCIO.com is not responsible for any direct or indirect damage caused to any person/organization.
