Marketers still confuse customer experience efforts with traditional strategies like loyalty marketing programs. But there’s a fine line between the two.
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PHOTO:
Meghan Schiereck
When developing customer-facing software, the end-usersâ overall experience is vital to business retention and informing the next stages of development. Customers today are increasingly aware of the options available to them. People want unified, smooth, continuous interactions with the brands they follow and the products they use, which puts technology at the center of these experiences.
From a brand perspective, technology can provide deep insights into what customers expect from their interactions. So for most organizations, a customer-centric IT strategy must go far beyond simply setting up a CRM solution and enabling customer support.
Letâs explore why customer experience (CX) is so important in the software development process, and what technology leaders can do to integrate a CX mindset into their projects.
PHOTO:
Manuel Nägeli
I m passionate about the marketing-led customer experience (MLCX) and have written extensively about why now is the time for marketers to lead CX. Marketers own more of the customer journey, invest more heavily in technology, and have a deeper understanding of the customer than any other business unit, and this has given them the wherewithal to elevate and orchestrate CX throughout the entire B2B organization.
But while MLCX is a powerful movement, it isn t always easy for marketers to translate it into reality. When the destination is this ambitious, it can be hard to know where to begin.