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Organizations have to know what’s noise and what matters at each touch point along the path that customers take as they travel from prospect to customer to loyal fan. Marketers have to understand what customers and prospects are doing to ensure an optimal and well-coordinated experience every time someone engages.
Keldsen advised that mapping out each touch point in the lifecycle is significant work, but it also has significant value.
Unfortunately, the Human 1.0 study showed that only 28% of respondents had the information they needed to confidently tell their leadership which activities delivered the highest marketing ROI.
Why? Only 25% of respondents said the marketing data from IT supported real-time decision-making.
However, IT isn’t the only issue; 62% of respondents relied on the marketing team, not IT, to make technology decisions. Over half believed they lacked the analytical skills to analyze marketing data. The failure has multiple sources, but a lack of cross-team collaboration is really at the core.
The User Experience of Customer Experience
Collecting and understanding user data is important, but in many cases that knowledge must be distilled into something customers and prospects see and use — a website, application or mobile app. This might be the only way people interact with a company, which means user experience (UX) is important.
Keldsen uses John Medina’s book, "Brain Rules," for guidance about creating interfaces. The book has 12 rules, but four are particularly applicable to UX:
- Attention — people don’t pay attention to boring things
- Sensory Integration — stimulate more of the senses
- Vision — trumps all other senses
- Exploration — people are powerful and natural explorers
Although Keldsen presented a number of disappointing statistics, he acknowledged that businesses can still move forward.
Organizations can start by assessing their CXM strengths and weaknesses, but it’s important that they begin now. The longer businesses wait, the longer they miss Keldsen’s "epic wins" — increased measurability/accountability, increased customer engagement, lower cost customer acquisition and better customer insights.
Kevin Cochrane: Customer Experience and the Digital Self
Kevin Cochrane of Adobe began his portion of the discussion by exploring the changing role of marketers.
Traditionally, marketers mostly focused on brand; now, many more are responsible for top line revenue growth and for engaging customers at the top of the sales funnel across all channels. Their work is much more tied to measurable key performance indicators (KPIs).
To be successful, marketers must partner with IT to ensure they have platforms capable of supporting their goals.
Big Data = Big Opportunity
Big data is a big opportunity. However, Cochrane cautioned, it is only a big opportunity if marketers can actually understand the data.
Marketers need access to the insight big data provides in real-time so they can optimize each experience. Marketers have to move beyond looking at generic personas and create a one-on-one relationship with the actual human. The technology to do this is available now.
Using himself as an example, Cochrane explored the concept of the digital self — the convergence of all the digital signals that each of us produces. Each interaction with a computer, website, social network or mobile device leaves behind information.
Marketers must be able to harness all of the many data points and build a profile of a real human. When marketers really understand these profiles, they can create a truly personalized experience for each person, which is what Cochrane says Adobe is attempting to do with their web experience management (WEM) platform.
Adobe, says Cochrane, doesn’t want to provide access to data, they want to enable digital marketers to deliver optimized real-time experiences.