From the pandemic to the rise of online shopping, not to mention the race for innovation and digital transformation : the last two years have inevitably changed not only consumption habits , but also reshaped the dynamics of the relationship between the company and the consumer , recognizing the increasingly important role of the latter ( customer centricity ).
All this has inevitably translated, for companies, into the need to take a significant step forward: putting the customer at the center means learning to intercept their needs, to know their expectations and to help them with their products/services to satisfy them as best as possible .
But for all this not to remain cayman islands phone number data a mere claim, but to translate into an effective modus operandi, a paradigm shift and the adoption of a data-driven approach are necessary.
But how do you evolve towards a customer-centric company?
Let’s delve deeper together.
Customer Journey Mapping: Customer Experience Design Starts Here
The starting point for creating an for instance aiming at users effective customer-centric strategy is customer journey mapping . We have already had the opportunity to explore this issue in a previous article , now what interests us is the fact that
The customer journey map is, without a doubt, the fundamental tool for understanding the relationship between the company and the consumer .
The company’s goal is not only to phone number united states of america detect the different touchpoints that structure the interactions between the company and the consumer, but also to know the methods and occasions of these interactions: only in this way will it be possible to plan a strategy aimed at creating valuable customer experiences .
In a complex context such as the one we know, characterize by increasingly hybrid purchasing processes, which are deployed transparently between online and offline, designing an omnichannel customer experience is no longer a choice for companies , but a real necessity.
But if customers no longer care about obstacles, including logistical ones, because of consistent and seamless brand experiences across all channels, companies must embark on a true transformation journey to meet these expectations.
Here’s how David Carrel, VP of Marketing Adobe Experience Cloud, explains it: “It’s about aiming to be more agile, more collaborative internally and accelerates time to value. Therefore, a data-first approach is also necessary to manage the unexpected, and to do this, it is necessary to break down functional silos, between divisions (sales, marketing, finance and support, to name a few), in order to arrive at an end-to-end commercial ideal .”
Customer experience: the driver of change
Many already refer to the concept of customer experience transformation , without a doubt, David Carrel’s words above are exemplary of the need for a company to adopt a customer-centric philosophy , as a key element on which to build and strengthen its success .
In this regard, the results of a research conducted by Adobe, in collaboration with Econsultancy, on a sample of about 10,000 marketers, consultants and professionals in the sector aimed at identifying customer experience trends for 2022 and above all the opportunities that await companies to improve their strategies, seem absolutely relevant.
Here they are in detail.
Accelerated change
In the last two years, also due to the pandemic, many companies have had to accelerate their digital transformation process.
Many consumers have discovered the potential of digital as the only way to work, learn, entertain, communicate and buy.
However, this change in purchasing methods and habits now seems irreversible , as does the digital transformation process.
Customer expectations are rising , but it’s no longer enough to keep up: you need to predict behaviors and better meet needs with valuable personalized experiences.
All of this translates into the need to invest more in technologies and solutions aimed at Customer Experience Management But that’s not all: what the study also highlights is the need, noted by respondents, to overcome barriers and divisions between departments of the company in order to Optimize workflows and focus each activity on improving the customer experience of its users.
Trust gained
As anticipated, the aspect related to the personalization of the customer experience also involves the collection and management of customer data.
In a context of increasingly strict regulations on privacy protection, it becomes essential to work on customer loyalty , by maximizing the collection and efficiency of data collected directly ( first party data and zero party data ).
This brings us to another crucial aspect of data ethics , a fundamental asset for gaining the trust of its users and retaining them.