Déjà vu, a French term that literally means “already seen” is defined as the phenomenon of having a strong sensation that you have already experienced something that is actually happening for the first time. Up to 70 percent of people report having experienced some form of déjà vu.
For me it happens all the time. Especially in terms of the marketing messages and offers I receive.
I am a modern consumer guy who uses multiple channels to engage with brands -- whether small or large. I am what marketers refer to as a “hyper-connected consumer.” I leave information behind via online searches, Twitter comments, online surveys, online purchases and live chats.
And yet -- despite this -- I often have the strong sensation that I've been here and done that when engaging with a brand. I still get poor customer service from cable, media and wireless companies. Financial institutions send me irrelevant credit card and mortgage offers and retailers have insufficient product selection and inventory when I visit -- either online or in-store.
It doesn't have to be like this, I promise. Organizations must use all the channels and resources at their disposal to provide the hyper-connected consumer with a stellar experience regardless of channel. But the question is how do they morph their marketing automation and digital experience initiatives accordingly to manage the digital customer journey?
There are three key areas organizations need to consider when managing the digital customer journey. These topic areas are important today, but will rise in prominence as digital initiatives take the forefront.
Digital Data Collection
Where do customers engage with your brand? Think of the top two channels. For most companies, especially B2C based, the answer is over web and social channels.
Does your brand monitor and interact with customers over social channels? At this stage in the game, I would say it is an imperative. If you’re not doing it, customers will go where they can get instantaneous service over any marketing channel. Does your brand collect all data, down to the keystroke, around the web interactions that are occurring? If not, why not? If so, what happens with the data that is collected?
Digital Intelligence and Analytics
So we have the digital data, it’s been collected. What do we do with it now? How do we use it to derive insight and how do we make it actionable? I propose that data is taken, combined with data from other traditional and/or non-digital channels, and used in the following ways: