The pandemic has greatly changed the way in which we interact with our environment. As physical points of contact have disappeared, customers often expect that companies can be reached through multiple channels 24 hours a day, seven days a week. At the same time, customers do not want ‘one size fits all’ solutions but rather look for personalized recommendations to help them make quick purchase decisions. These decisions are often based on recommendations and reviews from other people, or the customer's identification with his or her company / brand. For companies, the first challenge is to identify these different expectations, needs, and behavioral patterns at an early stage and respond to them individually. At the same time, ever shorter product life cycles, rapid technological developments, and new players in the market (with sometimes similar products and services) also increase the competitive pressure.
Data-based customer experience management that uses micro-segmenting can help companies create an optimized customer journey as well as tailored and personalized contents that surpass those offered by competitors, resulting in a competitive advantage. Unique experiences increase customer satisfaction, which leads to increased customer loyalty and, therefore, secures the company's long-term success. And consumers are often willing to pay more for an excellent customer experience.
On its own, this approach is not really new, but it is considered the supreme discipline when it comes to marketing and sales. The systematic collection, aggregation, and analysis of all available customer information from a variety of data sources represents an important foundation for customer experience management, because it is used to synchronize the company's services with the needs of customers. But usually, it is quite challenging to generate an improved quality of experience from the existing data: For example, what instruments are used to measure the concrete effect of a specific marketing measure? And how can different measures be combined across different touch points to create excitement among customers and raise customer satisfaction and loyalty over the long term?
In this article, we discuss which core elements must be considered for the development of a customer-centric marketing and sales approach - and why.