eringilliam: customer-experience*

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  1. On top of being incredibly important, the customer experience is also one of the hottest topics in 2015. Customers, what they expect from businesses and how their behavior has changed are major driver of digital marketing transformation and even take center stage in many digital transformation projects overall.

    Virtually everyone recognizes the importance of the end-to-end customer experience and the role of individual experiences. At the same time people don’t always seek an “experience” but just a simple response to a simple question or the ability to get what they need without too much hassle. If you want to buy a piece of chocolate because you feel like eating one, you want to go into the nearest store and get it. Nothing more.
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  2. The essential role of customer experience – and the increasing focus on the customer journey – is driving many evolutions in the corporate world and within organizations. Digital marketing transformation is one of them. Digital transformation processes, for instance, nowadays are predominantly led by customer (experience) goals. We see that digital marketing transformation (not to be confused with digital transformation as such as is too often the case) ranks high on the agenda of many organizations striving towards a more customer-centric view around experiences and the overall customer journey and life cycle. In this article we take a closer look at digital marketing transformation
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  3. One of the success pillars in any digital transformation project or enterprise-wide change challenge for today’s and tomorrow customer/stakeholder and business success is the capability regarding information management. The term ‘information management’ is used with caution here as it’s not just about managing information in the sense of ‘maintenance’. While systems of records are key as they form the backbone of information and data activation, systems of engagement and the last mile of the information process are critical.
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  4. Although there is increasing attention for the Customer Effort Score, an “alternative” to the Net Promoter Score, introduced by the CEB (Corporate Executive Board), many questions about it, as well as discussions comparing NPS and CES, remain.
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  5. In the world of digital marketing, the pursuit of complete integration is nearly as old as mainframes. However, as technological capabilities continue to evolve, the concept of complete integration takes on a whole new meaning—and a whole new level of importance...
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  6. While most leading organizations are now investing in CX programs, the impact these programs have on both company performance and the customer experience wildly varies.

    Customers’ needs and expectations have changed considerably in recent years, both in terms of the experience they receive and how they want to interact with organizations. The result is that CX practices that may have worked a few years ago are much less effective today.
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