UX Indonesia, @uxindo, Unsplash
I recently had the opportunity to work with my colleague Jon Suarez-Davis In a fireside conversation at the CMO club. It is an incredible experience to hear so many CMOs leading change in these unknown times.
Jessica Denny summarizes the conversation Chief Marketing Officer’s Perspective It’s worth your time. Please take a moment to read (and share!) Thank you.
The pandemic has transformed us into a digital-first society, and now digital-first customers are driving the overall market transformation.
World-renowned digital anthropologist and futurist Brian Solis Yes Salesforce’s global innovation evangelistRecently, he hosted a virtual roundtable for the CMO Club to discuss how the pandemic’s hyper-accelerated digitalization can significantly change opportunities for improving customer relationships. It first recalibrates our views and sees the world through their experiences. In a digital-first world, we will meet our customers where they are and interact with them in the way they expect. The value they feel at each touchpoint becomes the customer experience.
it is Their Experience
Customers are digital nomads traveling at the speed of light. We see them for a few seconds at a time. Their experience largely depends on the communication in the chat box and how they use our products.
Loyalty is to be determined. When they shop, they will consider every option, and when the company can’t keep up with them or let them down, they will change brands without hesitation.
They hope to be able to easily provide relevant options immediately available. The experience must be personalized, accurate, fully integrated, and frictionless.
Digital empathy humanizes the interactions we provide to them and proves that we understand them. They want the brand to show empathy.
Trust is the universal currency
Consumers seek experience from companies with higher goals, and the values of these companies are consistent with their values. They want brands to truly live up to their values.
When their experiences are real, humane, and meaningful, they are willing to stay involved. Value must continue to flow.
They want their questions answered. They want their problems to be solved. They want meaningful cooperation. They don’t want to be sold to. The content needs to shift from propaganda to purpose.
Experience loyalty
When an experience triggers an emotional reaction, the experience becomes unforgettable. How do customers feel when interacting with us? How is this achieved in each touchpoint?
Our competitors and every outstanding consumer experience they have in various industries and screens shape our expectations.
this is one Ignite the moment. Brands can now become the light that customers seek. Companies that prioritize customer authenticity and humanized experience will build brand trust and meaningful relationships.
Leading our organizational transformation
We have a brand style guide.It’s time Experience style guide Help our sales, implementation and success teams provide customers with brand experiences in this new era of digital priority.
With the transformation of business operations and business processes centered on customer experience, marketing is the natural nerve center.
Innovate quickly.Test and learn. Use data from every interaction we have with customers to extract insights to inform how these experiences can and should be improved and developed.
CMO club members can Watch the virtual round table replay here.
Join your peers and participate in the upcoming CMO Club virtual roundtable. View event calendar.
