Customer experience platforms (CEP), such as Sitecore and Kentico can have a big impact on how a business communicates with its audience, often impacting on the wider business strategy. The technology itself has evolved from basic web content management systems to fully experience-centric marketing platforms and created a wealth of opportunities for businesses to exploit.

So how can brands ensure they are leveraging all the possibilities available to them and advancing their businesses in the right way?

The process starts with building awareness and understanding. Today CEPs are typically recognised as web content management and multichannel marketing automation software, which can be used to power a range of digital platforms, whilst providing a rich digital marketing tool. The CMS (content management system) tag is no longer a true reflection of a) the technology available today or b) the strategy a business should be implementing. The overall customer experience must be the primary focus for any business considering a CEP in today’s market.

CEPs ultimately allow businesses to seize control of and shape the experience their customers have whenever and wherever they interact with them. If the capabilities they offer are executed in the right way they can have a fundamental impact on bolstering customer loyalty, and in turn business performance. In an age where customers in both the B2B and B2C space are becoming increasingly demanding, with a growing set of expectations, being able to offer personalised and relevant digital experiences is essential to maintaining a competitive edge. Customers want a seamless experience, they want to be valued and businesses need to be ready build relevant and personal relationships with them. In fact, according to reports on Forbes, studies show that 82% of people have stopped doing business with a company due to a bad customer experience.

Our experience working with clients across the B2B and B2C space proves that whilst the opportunities for growth are vast, many organisations are struggling to take advantage of the full benefits these technology platforms can offer. They either lack the capability to move up to the next level and utilise their technology in a more effective way or simply don’t have a substantial CEP in place. As such organisations are failing to future-proof their digital touchpoints in a way which will bolster customer engagement and deliver the business benefits of doing so.

For me, this is largely down to a misconception about what is required to maximise the value of a CEP. Believing that investment in the technology alone will somehow magically transform everything is a naive mindset. It's not a case of simply 'opening the box' and switching something on. Investing in technology only gets you so far. While the technology gives you the opportunity and tools to improve the customer experience - it’s the expertise in the implementation, user experience, content creation and brand delivery that will ensure you succeed and stand out in the market.

So, how does a business evaluate whether it needs to upgrade its existing infrastructure or determine how the various capabilities available to them can be applied to existing activity?

Equally, how can businesses utilise their understanding of the capabilities available to develop new creative ideas, engagement tools and customer-centric services? Furthermore, how does a business decide which platforms to invest in and justify the investment? The answers are not clear cut and have created a gap between what businesses can achieve and the systems they currently have in place.

For starters, any new system or technology must be embedded in an environment ready to embrace it and take a step forward. If the business is fragmented across a number of divisions or specific teams are not fully briefed on the opportunities available, or worse denied access to them, a CEP will only achieve so much. Building on the right foundations with an empowered team is how increased digital performance will be driven.

Brands that fully embrace the merits of CEPs are able to create personalised customer experiences, automate their marketing messages and enhance their ability to create rich customer data profiling processes across their organisations. For institutions like Leeds Beckett University, utilising the capabilities of a CEP has transformed the way it attracts, interacts and builds a long-term relationship with students across multiple digital touchpoints. Contrastingly, in the B2B space, businesses like lighting specialist, iGuzzini, have used their CEP to transform the entire way it sells to its customers. By determining particular buyer journeys across its digital platforms and adapting its content accordingly, it has been able to improve its relationship with its customers.

Both these organisation recognised that a focus on ensuring they have the right strategic and creative partnerships in place, as well as the right technology, was key to their success and long-term growth. A CEP helps facilitate this cohesive and progressive way of working and ensures a more streamlined and personalised marketing approach can be delivered. Organisations that operate in this way will be able to truly transform the way they interact with their customers. Identifying and justifying which platform to invest in, is just a natural next step to this.

 

By Tom Dougherty, partner and user experience director at Delete

 

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