Lately it's been all about the customer experience and customer experience management. Accordingly, this week our contributing experts focused on improving context and honing in on the customer's voice.
Pete Iuvara (@peteiuvara): Marketing in today’s economy with today’s tools requires a shift from the traditional. It is becoming more and more obsolete to think you can identify your desired “target market” and exclusively deliver content, messaging and communications to them. Most companies’ brand identity and messaging have become more decentralized as social networking continues to evolve in a sprawling viral manner. Marketers need to control what they can, and monitor, manage and address what they cannot.
Adam Mertz (@adammertz): For many marketers, cross-channel marketing on the social web has been a dizzying, ad hoc and all-too-often unmeasured experiment. What many don’t understand is that the social web offers the greatest marketing opportunities we have ever seen, so it’s time to get serious.
But instead, marketers are defaulting to a Facebook-only strategy — carving out a few dollars to create a fan page, getting a college intern to manage it and telling the CEO that they’ve got social covered.
The real recipe for success isn’t as complicated as some may think, and it works equally well in the B2C space as it does in B2B business models. I’ve personally seen it have a dramatic and immediate impact across all of Marketing’s critical initiatives — driving brand awareness and advocacy, website engagement, leads, sales, increasing loyalty and most importantly measurability to these efforts.
Today’s technology has certainly changed the way marketers reach potential customers. The internet, social media and mobile smartphones are just a few of the new ways to engage a target audience. But with all these increased opportunities also comes a need to convert that engagement into revenue. Successful marketing campaigns can lead to a boost in website visits. But visits don’t mean much without a final sale.
That’s where an effective content management system comes into play. Using a CMS as your hub for cross-channel marketing efforts can help keep messaging consistent and customized for your audience.
Ahava Leibtag (@ahaval): As content strategy continues to emerge as an important UX discipline, alongside usability, interaction design, visual design and information architecture, content strategists will work with other UX professionals, closely and under scrutiny. What makes this challenging is that for many UX professionals, content strategy is still murky. While working with a content strategist for the first time, many UXers may not truly understand your role.
Here are five tips for maximizing your professional working relationship with an information architect (IA).
Chris Bucholtz (@bucholtz): So what can go wrong if you don’t add that human touch in implementing a CRM technology for your sales efforts? Here are the top three ways that can bring you to ruin.
Ian Truscott (@iantruscott): Hello, which “you” is reading this, how and where? As many others have observed in these articles, at no time has the mantra “be where the consumer is” been more relevant in our multi-channel world. But it’s not quite that simple.
Our access to information, and therefore advertising and messaging, pervades every part of our life, as Tony White put it in the recent #CXMChat Tweetjam (organized by CMSWire); quoting one of his customers, he said:
How many other opportunities do you have to communicate with a customer from his nightstand?
Jennifer Edwards (@thunderheadon): Customer communication is a fundamental part of holistic customer experience management (CEM). Traditionally, the goal of CEM programs has been to turn customers into loyal brand advocates by ensuring a positive experience with the product or service. But true CEM programs are also driven by the desire to give customers the best possible experience communicating with their providers.
Quality communications goes beyond just listening to the customer’s voice — companies must also respond to it: identifying what must change and aligning metrics to meet these new standards. And for this to happen, firms must adopt new attitudes and technologies across the enterprise that put customer experience at the forefront of every piece of communication. From customer service to document management, all departments need to be unified in their approach, knowledgeable about previous customer interactions and responsive to customer preferences.