By Jeanne Roué-Taylor
Customer experience management is a simple term that describes both a level of effort and wealth of insight that’s never before been required of marketers. The effort is higher because a customer’s experience is very personal and connected to a wide-ranging set of information that describes every past interaction with a brand—whether online, in the store, or on their smartphone. To top that off, customer experience is also defined by the environment around a customer at the moment in which they interact. It is a perfect combination of past and present.
The Enterprise Service Bus
Making the magic happen is all about being able to see customer historical data combined with contextual data arriving in real time. A company needs to be able to capture and use this data—that makes the magic happen. This isn’t a simple affair; it requires a level of connectivity provided by technologies like an enterprise service bus (ESB).
When we talk about integration technology like an ESB, it’s really important to make the distinction between technologies that connect the entire enterprise and technologies that connect anything less. Only an enterprise-wide integration plan can pull together the many pieces of data that support a great customer experience. Marketing analysis of an unlimited set of data is what sets the stage for everything to happen.
Establishing Meaningful KPIs
Given enough data, self-discovery visualization tools create insights leading to development of triggers that allow a brand to intervene in moments of risk or opportunity. It could be a customer about to depart a loyalty program or contract, or a chance to cross-sell or up-sell a purchase. Regardless, the rules that are written to create the best brand responses need to be used in simulation to prove their value and improve their accuracy. This proof step allows KPIs to be established that will be used later to ensure campaigns are working as planned. Having KPIs planned early, when risk is low, is a very important step.
The best approach isn’t a monolithic system that purports to do it all for you as marketing-in-a-box—that would be inflexible. In reality, it all comes together as agile marketing magic when marketers access enterprise data for analytics, a simulation environment to test their insights, and a way to measure the outcomes and change course when necessary during campaigns.
Are you ready to create marketing magic?
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