|Customers with digital DNA expect data driven value|
For marketing, the customer is the final score
Highlighting this customer focus, in our 11th annual marketing barometer survey we asked over 75 senior level marketing executives to “compose a tweet on the future of marketing.” We then took those answers and created a word cloud (see above). Low and behold, the two largest words that came up were “Customer” and “Buyer”. These executives, whether intentional or not, understand that the customer/buyer will determine the final score. So remember, while different marketing practices may have incredibly important functions, in the overall game of business, they are all just offensive rebounds.
Follow Sam Melnick on Twitter @SamMelnick
- How to evaluate the strategic priority of the solution as well as the technical and business benefits
- How to build consensus across line of business, corporate IT and other key players in the decision making process.
- Marketing > Sales > Services: This is a trio that the HubSpot executives spoke about and it’s also something that we have consistently seen from salesforce.com and Marc Benioff. These are the 3 key areas of interaction with the customer and like it or not, one can’t live without the other.
- Continued rise of Vice President of Customer Experience and the Chief Customer Officer: My colleague Rich Vancil bloggedon this topic a few weeks ago. The title and role are still undefined, but where I see some patterns is sales, services, and marketing (yes those three again), rolling into one person. This person owns these areas and assures the departments are working seamlessly together. Sometimes product or the channel/partner org reports to this person, but sales, services, and marketing are always present.
- Technology is Making the Customer Experience Possible: At IDC we have seen digital everything continue to grow, and on the marketing side, see leading companies aggressively investing in all things digital. The more conversations I have, the more I hear about context, personalization, and data. While these topics are not new, the difference is advanced technologies are now available. These technologies provide the opportunity for companies truly wanting to focus on the full customer experience to be exceptional in execution.
A few years ago, IDC opened up a new research area within our “role-based” research area. We sought to understand, and define, and then Advise on an emerging role that we were seeing pop-up within the IT vendor community: The Customer Experience executive.
It was a difficult area to research, as we were not able to get a consistent “fix” on the job description. In some organizations, the Customer Experience executive was the head of product quality. In other organizations, the newly-appointed Customer Experience executive was just a re-titling of the head of customer service. And, there were other, “loose” job descriptions across many vendor organizations.
It has taken some time, but today the Customer Experience role (and mission) is becoming clear. This executive (and team) is charged with serving-up a unified and integrated buying experience for smart shoppers. The experience needs to fully encompass the “omni-channel” environment. The experience needs to *anticipate* the channel traversing that is the reality of the consumer’s movements.
Customer Experience “Worst Practices”, might include these scenarios:
- The customer is offered a price promotion for an item that is advertised on the web; but the same offer is not acknowledged in the physical retail channel.
- The customer purchases on-line, but is un-able to return or exchange the item off-line.
- The customer makes a purchase from a franchised retail channel and then wants to exchange the item at a “corporate” location, but the corporate store (Verizon in this case! This week ! When I was buying a new smart phone!) won’t accept the exchange, and sends the customer back to the franchise.
- The customer is practicing “Show-rooming” offline, but receives multiple and confusing offers for the exact same product, on-line.
The list could go on. Excellence in customer experience should be defined as offering the customer consistency, rationality, and *anticipatory* interaction capability, regardless of channel.
One ISV that is rising to the task to help this very complex Customer Experience job role, is SAP. Last week, I had the opportunity to listen to SAP CMO Jonathan Becher outline this major, “open” white-space which might be paraphrased as the “Omni-Channel Customer Experience”. SAP (with its hybris acquisition) is doing a nice job of articulating the challenges and opportunities. Actually “fixing” the experience is going to be a challenging combination of executive and team talent; heavy process improvement; plus the help of some very capable tools provider such as SAP.