Loni Kao Stark is director of product & industry marketing for Adobe's Digital Marketing Solutions, which means she's very much aware of what organizations are doing with their customer experience strategies. Here's her take on what digital marketers have been doing wrong, right and where their focus should be for 2013.
Digital Marketing in 2012: The Good & The Bad
We've seen some research today that says organizations are still not getting their customer experience strategies right. We asked Stark what the organizations Adobe is working with are getting right and what are they still struggling with?
Stark said that many organizations are improving the experience in different channels. So thanks to a lot of innovation the experiences on mobiles, on websites and in social media has improved.
However, the cross-channel experience is a different story. Organizations are still struggling with supporting customers as they move across channels, or when two channels collide (as in the case of being in a brick and mortar store with your mobile in hand).
So is it a technology issue? Or a strategy issue? Stark says it's both. First, it's an organization and a KPI challenge. Consider that most organizations still keep different teams in silos. So the mobile team, the email marketing teams and the website teams are still separate.
But it's also a tech challenge. It's about having the right technology to map back the experience to a single visitor context or id -- digital and offline channels.
Stark has talked to different organizations that have different KPIs across teams. For example, a retailer she spoke with has different KPIs for its store team compared to its website team. So there's no incentive to think about a cross-digital/in person shopping experience. And in some ways they may even think each other competitors.
What this ultimately means, says Stark, is that leadership is required to ensure the KPIs are ones that support the cross channel experience.
The Customer Life Cycle - How Have Things Changed
With a focus this month on the customer life cycle, we thought it appropriate to ask Stark on her views. So what does the customer life cycle mean to Stark?
First she sees the customer life cycle in the more traditional way that the market tends to look at as well. Being able to build awareness, taking customers to the point of considering to purchase, then the services, then the cross-sell / up sell.
There's a part of service, or post sales, that is to ensure the customer's issues are resolved, but the other part is figuring out what are the adjacent needs. Stark says that with large financial institutions, for example, it's really important to think about the customer life cycle being after the initial sale.