Three Missteps to Creating Great Customer Experiences
Which misstep are you making to solve your customer experience problem?
No one ever said that solving the customer experience problem was going to be easy.
Companies aren’t structured to support complex customer relationships across different functional areas – such as marketing, sales and customer service – nor across their many brands, products, channels and locations. But your customers view every employee conversation, location, ecommerce site, email or communication as a reflection of just one company – yours.
Breaking free of organizational and channel silos to create great customer experiences is difficult even for smart companies. Here are two personal examples.
Last year, I bought a television from a leading online retailer. This retailer sets the industry standard. They make it very easy to buy from them. I belong to their membership program and can purchase anything in one-click. This is a smart company.
But the very next day I received an email from this company with a slew of televisions similar to the one that I had just purchased. The offers were too late and irrelevant, and left me wondering how smart they really are.
Why? Fragmented information and siloed applications. My browsing history and purchase history hadn’t yet been connected. The order fulfillment team knew that I bought something; and yet, the marketing team didn’t. I quickly deleted the email.
Here’s another one: I’ve had a charge card from a global financial services company for nearly 15 years. It’s another very smart company. I never leave home without that card. Three years ago my husband and I were married; and I changed my last name. But, I occasionally receive marketing emails from this company addressed to Monica Smith.
Why? Inconsistency across their systems and out-of-date information. An email marketing system has old information while their charge card system doesn’t. So how do they know which is correct? In their analytics am I counted twice because they have at least two views of me (one of which is 3 years out of date)? I delete those emails also.
We’ve all had these experiences. In the age of engagement, should we still expect them?
Smart companies want to make sure they’re being smart about the way they manage the total customer experience; and for that they need to have a clean, consistent, and connected view of the total customer relationship. Luckily, customers leave data footprints. To be useful, this data needs to be continually managed so that it is up-to-date, accurate, complete, and validated in order to fuel their applications and analytics with trusted customer profiles.
To help understand why it’s not working, we’ve published an ebook on the three missteps that smart companies make to try to fix the customer experience problem (but don’t truly move them closer to being customer-ready). It’s a quick and worthwhile read.
Once you’ve finished, come back here and share your thoughts on how you’ve tried to solve your customer experience problem and become customer-ready (or add a new misstep if we missed one).