Within a crowded marketplace, organizations are turning their sights to drive sales and brand recognition through one key relationship -- the customer. Under the umbrella of customer experience there is a growing fever and host of initiatives, theories and ideas of how to improve it across channels -- but at the root of it all, there is one place where customer experience must reign supreme.
It’s online. However, what we learn online can and should also drive your CX offline.
If we break it down simply, the goal of sales and marketing is to provide the best information to customers as they move along the buying process, while the web experience is the core delivery mechanism for the information. What marketing automation brings to the table is the ability to understand the individual buyer, find out what they need to know and craft a more tailored experience cross-channel to increase conversions.
It’s a no-brainer, right? Better web experiences, better selling information, happier (and purchasing) customers.
Three Points to Remember
However, when moving forward with improving marketing automation and better web experiences, it’s important to keep these points in mind: