Creating customer experience by closing the gap

Creating customer experience by closing the gap
I have had the opportunity to attend the Adweek Webinar on Closing the customer gap-  Why Brands Still Have Work To Do To Engage Customers” on May 19, 2019

The speakers of the webinar include Lynne Capozzi Chief Marketing Officer Acquia and Regina Corso, President & Founder Regina Corso Consulting. Both the renowned speakers highlighted about creating a customer experience and how brands can do it better.

To help brands clearly navigate today’s customer experience landscape, Acquia commissioned a global survey of more than 5,000 consumers and 500 marketers to understand the disconnects between these audiences when it comes to Customer experience. Today, Acquia provides the world’s most ambitious brands with technology that allows them to embrace innovation and create customer moments that matter.
In my blog, I will highlight the gap areas while engaging with customers and what can be done to overcome it.
Today, 66 percent of consumers are not able to remember the last time a brand exceeded their expectations and 61 percent feel that brands did a poor job using data to predict their needs.

It is time to understand why customers visit a brand’s digital properties and review analytics to understand the consumers. It is now important to speak with your customers to see if they found what they were looking for and achieved what they set out.

Regina Corso, President & Founder Regina Corso Consulting mentioned that there are two approaches in order to create a customer experience. Firstly engage with customers as much as possible and second have the right customer advisory board where you can directly engage with your customers and know what they want and what they like. She further added creating the perfect customer experience takes the village.
It is important to consider customer’s feedback in marketing approach and it has to be connected with proper measurements. It is also important to set long term short term goals.
People love to be asked about their opinions so we need to take that as an opportunity and utilize in the right way. After taking this opinion, customers need to be intimated of those changes. Customers would love to be engaged in these changes.
Here the speaker gives an example of MTA who was able to improve the efficiency of its customer experience and to create a cohesive user journey across all touchpoints and channels for travelers.

To provide every commuter with the right experience, on the right device, at the right time, the MTA needed to extend the information accessed on mta.info into train stations and platforms, providing real-time updates.

The MTA can now use the same content management system that powers its website to push content and data to 1,800 digital signs in more than 400 stations in New York City.
The speaker further stated that when you are thinking about digital experience always think from the customer’s standpoint. These standpoints include, what pages are they searching? what information are they looking for? What is their journey?
76% said that they will quit a brand after a bad interaction.
33% strongly agree that brand engagements need to be convenient.
55% say brands are behind the times with customers – online and offline
Customers want a digital customer experience that’s reliable, easy to navigate, convenient, and personalized. They should be able to find the information they’re looking for easily, then be able to seamlessly navigate from browsing to purchasing or conversion.

Key learnings to close the customer experience gap:

  • Ensure a 360-degree view of your customer and make your digital properties easy for consumers to use and navigate.
  • Brand loyalty is not always long term. It is important to align marketing technology with customer experience strategy.
  • Bridging confidence and comfort level when it comes to handling personal data by creating a data strategy that’s based on transparency and empathy
  • Customer experience work is never over
  • Continue to focus on people, technology, and data, and change the way you think about the customer experience.

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