I've spent a lot of time talking about how marketers can leverage multiple touch points, including social communities, to engage users, create great experiences, and ultimately build brand advocacy and results. But building great, engaging customer experiences within and across channels is no longer a nice-to-have - it is table stakes.
According to Forrester Research, consumers increasingly expect that brands "deliver any desired information or service on any appropriate device, in context, at the customer's moment of need." Consequently, marketers are taking notice. According to a recent Oracle survey of more than 1,300 senior executives, 97 percent agree that the customer experience is critical to success, and 93 percent of these execs have made it one of their top priorities over the next two years. However, despite that desire, fewer than 40 percent of those surveyed have customer experience initiatives in progress, and just 20 percent who do would describe their initiatives as sophisticated.
So, what are the top five things marketers can do to change that and create a sophisticated customer initiative within their organizations that will have customers raving and the competition scathing?
The stakes have never been higher. Tomorrow's winners and losers will be increasingly determined by a brand's ability to listen and respond to their customers' needs regardless of channel. To know your customer, become them, empower them, and embrace them. Doing so will enable you to create great customer experiences that differentiate your brand, build advocacy, and improve results.
Till next time.
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Michael Della Penna is senior vice president of emerging channels at Responsys. His responsibilities include spearheading the overall strategic direction, partnerships, and solution offering across emerging channels including social and mobile for the company. Michael is a seasoned marketing professional with a long, proven track record of launching successful marketing, branding, and sales strategies for leading public and private companies. Most recently, Michael founded SuiteDialog, a full-service email and social CRM agency that helps brands ignite conversations and cultivate relationships with customers across the social web. Prior to SuiteDialog, Michael founded Conversa Marketing, a social CRM company that was acquired by StrongMail Systems in 2010. Before branching out on his own, Michael served as chief marketing officer for Epsilon, a leading provider of multichannel, data-driven marketing services. Michael's other key marketing leadership roles include CMO at Bigfoot Interactive, VP of strategic development at CNET Networks, Inc., and VP of marketing at ZDNet. Michael received a B.B.A. and an M.B.A. from Hofstra University.
March 19, 2014