Meeting Customers at the Intersection of Experience and Marketing

By Anup Sukumar, Sr. Manager – Business Development

Customer experience  (CX) is more than just being empathetic or quickly answering queries. It is the focus on continually designing solutions that help organizations respond—providing the right answer, fast, to customers. It's a simple fact that today's customer experience management has graduated from a mere transactional interaction management to a more resolution-based, holistic customer journey management approach. This incorporates all journey phases: Engage, Buy, Bill, Care, Repair, and Retain. Truly optimized CX supports these phases with evolving technologies like intuitive user interaction, real-time data capture and analytics, and artificial intelligence to deliver dramatic increases in customer satisfaction, loyalty, and advocacy.

Today’s innovation, combined with human insights, has strengthened the customer journey focus. And what’s the starting point of customer journey management? It all begins with the marketing of their product or service. Marketing departments are increasingly aligning with Customer Care or Experience to understand, analyze, predict, engage, and communicate with their customers - all cornerstones of good CX. The simple fact is that CX, through digital or offline platforms, helps build affinity, with customers becoming more receptive to marketing messages.

Two critical areas of CX-marketing alignment are personalization and data:

  • Personalization, particularly with digital channels, can have a huge impact on increases in sales, loyalty, and brand advocacy. Personalization can be empowered with investment in AI, predictive analytics, and, also, better interpretation of customer data. The net effects include generating actionable insights and bolstering customer engagement with  authenticity and empathy.
  • Data is another major spoke in the CX-marketing wheel. In fact, data is the all-important catalyst that drives customer decisions, CX strategies, and marketing plans. Deriving intelligent data from CX and marketing channels helps provide personalization in services and engagement to both existing customers (from customer service perspective) and prospective customers (from marketing perspective).

As true experts in today’s CX enablement, business process outsourcing (BPO) providers bring a keen familiarity with business processes and operational metrics strategy with a true alignment to long-term business interests. They often serve a role in bridging any CX-marketing gaps. Because, finally, any people, process, or technology working to improve customer experience eventually drive real outcomes like revenue growth, affinity, and longevity of business. The result is that customer experience is an effective marketing tool--all by itself.

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