The top five things marketers can do to create a sophisticated customer initiative within their organizations that will have customers raving and the competition scathing.
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 an digital marketing veteran, entrepreneur, and visionary currently serving as CEO of Invisible Media, a next-generation mobile data, decisioning, and marketing automation platform. Prior to joining Invisible Media, Michael was the senior vice president of emerging channels at Responsys. His responsibilities included spearheading the overall strategic direction, M&A efforts (including the acquisition of PushIO), partnerships, and solution offering across key digital channels including social, mobile, and display. Before joining Responsys, Michael founded Conversa Marketing, a full-service email and social CRM agency that helped brands ignite conversations and cultivate relationships with customers across the social Web. Conversa Marketing, was acquired by StrongView in 2010. Before branching out on his own, Michael served as CMO for Epsilon. At Epsilon, Michael helped grow and transform the company from a database provider to a multi-channel marketing services powerhouse in just three years. Michael's other key leadership roles include CMO at Bigfoot Interactive, vice president of strategic development at CNET Networks, Inc., and vice president of marketing at ZDNet. Michael has been named to BtoB Magazine's 100 Most Influential People in Business-to-Business Marketing five times and received a BBA and an MBA from Hofstra University.
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