Digital customer experiences have become even more crucial to the success of a huge number of businesses, with social distancing only underlining the need for digital connectedness and a coherent customer journey. However, digital leaders (Heads of Digital, CIO's etc) face a paradox.
While businesses have been adapting to the new conditions, expectations of customers, and ways of working for teams, budgets are under significant pressure, and justifying digital spend has come under an increasing spotlight.
To be successful in this new era, digital customer experiences need to be relevant, adaptive, and personalised in order to show empathy and understanding, delight your customers, and maintain growth, loyalty, and drive advocacy. The necessary pre-cursor to delivering this relevance is an ability to capture and use customer insight.
The challenge and the opportunity are clear. Many businesses recognise their customer centricity gap – this recent study showed 71% of B2B decision-makers felt their digital experience did not meet the expectations of their customers. Others are blind or unaware of the gap – similar research noted that 82% of B2C companies reported that they were customer centric, but only 18% of their customers agreed.
The opportunity is not just to build better relationships with existing customers. The pandemic has thrown all kinds of norms out the window – including pre-existing loyalties, purchase habits and content consumption behaviours. There are millions of new customers up for grabs – if the new needs can be understood and met.
Digital teams, need to be able to answer key questions like:
Today's digital customer experience platforms now allow digital teams to interpret customer behaviour at the granular level of an individual piece of content, and use this insight to orchestrate digital customer experiences dynamically.
The benefit is that content can be recommended and delivered to drive engagement, this engagement can be effectively converted into key transactions and revenue, and your business can grow smarter. With this digital insight at the heart, decision-making is based on evidence rather than hunch or habit.
But this can go further to build a true digital learning organisation - where we are gathering and interpreting data in real time to identify what content is performing best, where to invest further, and through search analysis - what content people are looking for but not finding.
You can use these insights to improve tactically day to day, but also build a foundation for your digital content marketing strategy going forward - linking content efforts directly with conversions and key transactions that contribute to your business success.
September's Digital Leaders Meetup will explore this from the starting point of your stories and experiences in a relaxed peer group setting with folks facing similar challenges around content origination, optimisation and analysis.
We will build upon these experience with advice and insights from Andrew Davies, Head of Brand and Digital from Episerver, who will be joined by Dom Graveson, Strategy Director, and Justin Masters, CTO, from Netcel.