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Trend 3: Seamless Experiences Across all Channels
Thanks to e-commerce evolution, we’re now in the possession of multiple channels to reach consumers, an era that is both a blessing and a curse. But there is no stopping it: consumers expect a completely seamless shopping experience no matter where they are — at their desktops, on their smartphones and tablets, or on social pages and sites. Thankfully, with emerging tools and technologies, it’s now easier to integrate CRM and multichannel data across all brand touch points.
The phenomenon of "Big Data," while overhyped to some, will actually be a very powerful trend if companies can harness its power and use it wisely. Essentially, if a brand can measure, analyze and directly translate this knowledge into improved decision-making and customer experiences, it will drive improved business performance.
Most businesses have an abundance of useful data, however very few are using this data to provide targeted individual experiences at the right time in order to respond to savvy consumers’ needs. In the coming year, expect to see more brands getting a handle on this to offer customers more targeted offers across all channels, in real-time.
Probably one of the most important channels we’ll see come of age is social media. Because for far too long, marketers have treated social media as an island from the rest of their strategy — and in turn, have not reaped any benefits of it being a useful sales tool. Going forward, we’ll see more brands using social data to personalize experiences on the website, as well as applying testing and personalization to their own Facebook pages.
In the end, consumers are a mixed bag of personalities, demographics, geographies and psycho-graphics. Every specific piece of data you can gain about each of them, across multiple channels (especially on-the-go channels) is going to be used to create better online experiences.
With the continual evolution of consumers and the emergence of new technologies, we have no choice but to keep revolutionizing the way we optimize the customer experience, and continue finding vital keys to long-term brand engagement and loyalty. I’m looking forward to seeing what really pans out in 2013.
Editor's Note: To read more of Mark's thoughts on E-Commerce, check out Taming Fickle Mobile Shoppers with Customer Experience Optimization
About the Author
Mark Simpson is founder and president of Maxymiser, the global leader in Customer Experience Optimization.
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