shoppers on a busy city street
For your business to survive, ensure the customer experience is consistent across all channels and touchpoints. PHOTO: CAIO

Marketers typically understand the value of delivering the best possible experiences to their prospects and customers.

However, most organizations remain siloed like they were before the digital age and digital foundations, the platforms that ensure the customer experience is consistent across all channels and touchpoints, continue to be fragmented.

Building the Best Experiences

So successfully facilitating ideal customer experiences can be very difficult — even though it is now crystal clear that all departments must be involved in creating digital experiences and understanding customer journeys for an organization to remain competitive.

While it may seem less expensive to acquire point solutions rather than employ a unified technological platform, that approach will inevitably sacrifice digital security and company-wide cloud collaboration. 

It will also delay your entry into a world in which, in the next 10 years, 40 percent of today’s businesses will cease to exist ... largely, because they didn’t provide for their customers’ needs.

6 Tips to Ensure Your Company's Survival

What can you do to be sure that your organization is one of the 60 percent that survive these next 10 years? Here are six tips for putting your company on the road to success.

1. Learn About the Customer Journey From Your Marketing Department

Marketing departments were among the first areas that felt the digital transformation as they were forced to find new ways to reach, delight and acquire customers.

Because of this, it’s important to learn what your marketing department is doing now and the journey it's taken to get there. Facilitate a company-wide presentation with insights gained on targeting segments of the customer journey; the changing face of customer demands; and the importance of personalized, real-time content.

2. Break Down Organizational Silos and Map Out Customer Journeys

Have a meeting with each department in your company, so you can map out your entire customer journey — through every touchpoint and for every channel.

While each department’s efforts may be great for departmental efficiency, help them to see how those same experiences could also result in lousy customer experiences, which will inevitably,affect ROI. Everyone must buy in to the idea that they work only for the customers and that everyone’s end goals are the same: to satisfy and even delight your customers.

3. Avoid Dependence Upon IT Resources and Expertise

Don’t invest in complicated solutions that make you dependent upon IT expertise in day-to-day operations. You need intuitive, streamlined workflows that allow creative and marketing teams to easily find the assets and customer insights they need to deliver relevant campaigns.

4. Use Data to Understand Your Customers

Start by understanding and integrating the data that you are currently collecting — from both your online and offline channels. Some companies already do an excellent job of using analytics and testing to gain insights and understanding into how customers are responding to digital experiences.

These marketing-analytics solutions give businesses the ability to view the success of their engagement strategies in real time, reducing lag time between campaigns while enabling better-informed decisions to be made about future marketing efforts.

5. Stop Telling Your Customers What to Do — Ask Instead

Try asking your customers what they want to do. Rather than constantly telling customers what to do — download an app, visit a website, read an email — give customers the option to explain what experiences they want to have. These conversations can lead to much more customer satisfaction than ever before.

6. Create Solid Foundations for Delivering CX

If various pieces of your workflow are housed on separate platforms, each department in your company will inevitably be unaware of what the others are doing — resulting in mistakes, delays, inefficiencies, and missed opportunities.

Most importantly, if your digital foundation is fragmented, it’s nearly impossible to offer every customer the personalized, relevant services they’ve come to expect. It’s about providing a topnotch customer experience.

Aim For Consistent CX

The digital age is fast-paced and relentless. If your business is going to survive, you’ll need to ensure the customer experience is consistent across all channels and touchpoints.

Don’t start your digital foundation off on the wrong, fragmented foot; make the right move by building an integrated digital foundation that is focused on optimizing the customer experience.

Because of this, it’s important to learn what your marketing department is doing now and the journey they’ve taken to get there.