The Future of Customer Experience: Technology and Talent
Posted: Sun Dec 22, 2024 3:54 am
1.4 x higher brand awareness
1.8x higher employee satisfaction
1.5x higher average order value
1.8x higher customer retention
1.3 x higher return on ad spend
1.6 x higher customer lifetime value
36% higher sales growth
Does this underscore the need for companies to get started with customer experience ? I think so, especially for service companies. During the Summit, I asked myself several times whether customer experience should now also be central to manufacturers of consumer products. Because to what extent is customer experience relevant for a manufacturer of, for example, scouring pads? Actually, not at all, I think, but for the retailer all the more so.
And that is how the added value of retailers is created, despite manufacturers trying to get more in direct contact with the consumer. After all, a retailer knows – if it is good – my purchase frequencies, preferences, etc. and can respond to that and create the most valuable customer experience.
Adobe Summit 2018
To truly become an experience maker , organizations need to get two things in order: technology and talent. The reason that many companies are still only busy with designing customer experience (and not yet actually realizing it: experience making ) is that they do not yet have the technology in order.
Step 1: Ensure the right technology is in place in an organization
To create customer experience, you need data, korean phone number whatsapp content and a complete customer profile. Too often, different systems are not connected to each other and a central profile of the customer is missing.
It is not at all bad that different systems are used in an organization, but make sure that all data is linked together in one place, so that it gives a 360-degree view of a customer. Only when this is fulfilled, can an ultimate customer experience be created. Knowing and recognizing a customer is crucial in this.
Example of Shell
In a case of Shell, Adobe presents how the Adobe Cloud Platform connects all data from different systems and converts it into actions. The loyalty program of Shell in the United Kingdom is the connecting factor in this case.
Based on historical transaction data, among other things, Shell can determine which incentive is most attractive for an individual customer. Once at a petrol station, the customer receives a push message via the app on their phone with an offer of, for example, a free car wash. And not only in the app, but also on the digital screen at the pump and on the screen at the cash register, the customer sees the same offer.
1.8x higher employee satisfaction
1.5x higher average order value
1.8x higher customer retention
1.3 x higher return on ad spend
1.6 x higher customer lifetime value
36% higher sales growth
Does this underscore the need for companies to get started with customer experience ? I think so, especially for service companies. During the Summit, I asked myself several times whether customer experience should now also be central to manufacturers of consumer products. Because to what extent is customer experience relevant for a manufacturer of, for example, scouring pads? Actually, not at all, I think, but for the retailer all the more so.
And that is how the added value of retailers is created, despite manufacturers trying to get more in direct contact with the consumer. After all, a retailer knows – if it is good – my purchase frequencies, preferences, etc. and can respond to that and create the most valuable customer experience.
Adobe Summit 2018
To truly become an experience maker , organizations need to get two things in order: technology and talent. The reason that many companies are still only busy with designing customer experience (and not yet actually realizing it: experience making ) is that they do not yet have the technology in order.
Step 1: Ensure the right technology is in place in an organization
To create customer experience, you need data, korean phone number whatsapp content and a complete customer profile. Too often, different systems are not connected to each other and a central profile of the customer is missing.
It is not at all bad that different systems are used in an organization, but make sure that all data is linked together in one place, so that it gives a 360-degree view of a customer. Only when this is fulfilled, can an ultimate customer experience be created. Knowing and recognizing a customer is crucial in this.
Example of Shell
In a case of Shell, Adobe presents how the Adobe Cloud Platform connects all data from different systems and converts it into actions. The loyalty program of Shell in the United Kingdom is the connecting factor in this case.
Based on historical transaction data, among other things, Shell can determine which incentive is most attractive for an individual customer. Once at a petrol station, the customer receives a push message via the app on their phone with an offer of, for example, a free car wash. And not only in the app, but also on the digital screen at the pump and on the screen at the cash register, the customer sees the same offer.