Corey is the CEO of Bloconic, a leading customer database.
When I was 10 years old, I had the opportunity to move to London with my mother and grandmother. After walking around town one day, I can say that my grandmother felt pain. While he was immobile, he admitted that his shoes had killed him. When I looked, I realized he was full of paper with new shoes on both toes. So, he actually walked around town with very few shoes on all day. The relief he felt was remarkable when he realized that he did not have to suffer anymore and could fully bend over the journey.
So, why am I sharing this personal story? Because it’s a perfect analogy for what certain types of technology can do for marketers and other growth-focused groups. Sometimes you have no idea what hurts you or how good it is, but in the end, the way you approach important business tasks changes the game.
The truth is that companies are just as proactive as their slow connections.Some were able to use the crisis as an opportunity to build stronger relationships with their customers; Others just stumbled upon ways to go with the customer approach.
So how can seasoned marketing and customer leaders tackle the operational challenges affecting their teams? While no technology is a silver bullet, here are four features that will help reduce the time, effort, resources, and complexity required to engage and engage customers.
1. Proximity to communication
For most companies, the data that marketing and customer experience teams need to provide a personalized experience is stored in an entirely separate system (or systems) from the tools used to deliver the experience. Why keep that data if teams can’t use it to support a better customer experience and speed up the customer journey?
If you become accustomed to relying on legacy systems that are not built to challenge this closely related precedent, you will shrink. To improve the way we communicate with customers, incorporate technology that allows us to put that data directly in the hands of teams when and where it is needed.
2. Data Access and Applications
Most companies are under pressure to move fast. But how many marketing and customer groups have to rely on one department to capture and manipulate data from other organizations before market data can be generated?
When marketers and customer experience professionals have to wait days or weeks for external agencies or internal ID and data science teams to create custom segments, calculate customer scores, and more, this can significantly reduce time to market. Is. By using technology that optimizes access to data and removes unnecessary barriers, experienced marketing and customer teams can not only accomplish their core tasks faster but also generate valuable value. Their day is to try out new creativity, design great experiences and discuss other important activities.
3. Coming to Action from Perspective
Providing a personalized and relevant customer experience can have a positive impact on business results. However, many companies do not realize quantitative optimization because the time and effort required to go into action from the perspective is not worth the cost.
When marketing and customer experience leaders don’t handle the way their team works, they tend to resolve the situation the way they’ve always done, instead of challenging the situation or doing something else. Look for technology that allows your teams to gain quick insights so they can creatively test (or deny) the merits of a theory to enhance the customer experience.
4. Flexibility and Speed
The COVID-19 pandemic provided a comprehensive reminder of how the world can be predicted and the differences in technologies that allow you to be faster and more resilient when market conditions change and/or change. Consumer Behavior.
The truth is that customers don’t care about what factors affect your business, but they do care about their business experience and whether or not it’s worth it. Thus, marketers and other groups need to convert currency without compromising on the customer experience. Your technique should apply flexibility and speed in response to inevitable and often sudden business changes over time – internal and external.
Determines the functional capacity of modern technology
While everyone expects their investment in technology to eventually lead to better results, their ability to make marketing processes and business processes more effective should go unnoticed. To find out whether a given technology offers the above features, ask yourself:
• Can customer-facing teams and other development-focused groups help get things done quickly and automatically?
Does the number of steps in a process reduce to the desired marketing and/or business outcome?
Are teams allowed to rely on less technical resources (IT, data science, etc.) to get their work done?
Will it help teams measure testing and optimization across different projects and initiatives?
Does it help you communicate with individuals in a timely, appropriate, personal and confidential manner?
There isn’t a lack of desire or creativity to stop companies from providing a better and more valuable customer experience. This is the inability to function autonomously and with speed for long periods of time. The use of technology can help overcome these barriers
