Measuring Next Generation Customer Experience

 In Customer Centricity

Author: John Bishop, Director of Growth, Heap

Tealium’s Digital Velocity conference is known for providing inspiring keynotes, value-packed session content from top brands and a plethora of engaging networking opportunities for savvy digital marketers, developers and technologists. Partners, customers and Tealium Experts will be hosting a series of intimate roundtable discussions at Digital Velocity San Francisco October 18-19, 2017 on topics around transforming customer experiences, the power of data and so much more.

Tealium is excited to have Heap’s CRO Neal George and CMO Shawn Hansen host a roundtable on Measuring Next Generation Customer Experience. 

The digital customer experience has changed dramatically. Digital touch points across all verticals – Commerce, Media, B2B, Fintech, etc. – have grown in scale and complexity. It’s become more challenging than ever to collect and process the data necessary to provide a complete, consistent, and positive customer experience. Not only are there far more platforms to contend with and match data across, the variety of touchpoints possible on these platforms has increased as well. This has made connecting these touch points into one cohesive story very hard.

To make matters worse, customer expectations have also grown. Customers are demanding more from their experience with brands. Leading companies have pulled away from the pack as a result of building rich, personalized experiences.

This isn’t just a tech company problem; companies in typically technology averse industries are feeling the pressure and making changes themselves.

As “software eats the world,” and every type of company builds applications (Web, Mobile, SaaS) to engage their customers, brands struggle to find a way to execute easy, cost effective and holistic data capture strategies.

Defining customer experience

So what is the digital customer experience? It is the sum of all touchpoints a customer has with your company and brand over the entire relationship, from first awareness to loyal customer. And the experience continues on with how they experience your product.

Every company provides a customer experience. The one you provide may be good or bad, but the fact that you have customers who you provide products and services to, means that they have an experience with your company and your brand.

It’s up to you to define where it falls on the spectrum of mediocre to great.

What’s the ultimate goal? A single, correlated view of the of the customer across Web, Mobile Web, Mobile App, CRM, MAP, Email, Support and more. This is very difficult to accomplish, though.

What is a good customer experience? It’s consistent, positive with each touchpoint, and carries context from the last touch point and overall relationship. A good customer experience means that the individual’s experience during all points of contact matches the individual’s expectations.

What is a good customer experience? It’s consistent, positive with each touchpoint, and carries context from the last touch point and overall relationship Click To Tweet

But this requires rethinking how data across these touch points is acquired. The tools that used to work aren’t built to handle the complexity of today’s customer experiences.

The challenges faced with this new complexity:

  • How to create one cohesive story about a customer’s experience with your brand?
  • How to create this cohesive story cost effectively?
  • How to put these disparate touchpoints together quickly enough to be ready for the next touch point?
  • How to can we make sure this cohesive story doesn’t just exist in individual teams, but across silos and throughout your entire organization?

How do organizations capture, organize, correlate and analyze this data about a consumer quickly and easily, so as to take quick action?  Delivering next generation experiences, in order to drive more revenue and customer satisfaction is 100% dependent on getting this right.

The first step to think about is how to capture all this data quickly, easily and cost effectively, so that your company has a comprehensive view of customer interactions in raw data form.

This is one key problem we at Heap are tackling – making it easy and cost-efficient to capture all your customer experience data and store it in one place.

Are you prepared to serve your customers the next-generation customer experience they’re expecting?

Digital Velocity San Francisco, October 18-19th, will be one of the most talked about digital conferences of the year, and you don’t want to miss the roundtables.

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