In order to achieve great customer experiences, ensuring that employee experience is as valuable as customer experience and integrating data to marketing intelligence and consumer emotion should be given much focus and priority.
This is what the panelists at the recent ADMA Town Hall event said. They talked about how businesses create successful customer experience programs which can establish trust, connect with the consumers, and generate data insight for success, CMO reports.
Nicole McInnes, the Marketing Director at eHarmony gave her insight on the gap between collecting data and actually making use of it in order to boost more customer experience-related decision making. She expressed, “The are lots of metrics to look at. The missing link is pulling that data together with strategic marketing intelligence and consumer behaviour understanding to make an intelligent decision on changing the whole product experience to something that really is customer-centric.”
McInnes added, “We are not good at taking the data and changing the whole experience from the way it is advertised, through every touchpoint. Too often, we’re just tweaking the platform and finessing the product. That’s where CX falls over.”
On the other hand, NICE Solutions Consulting Manager Cameron Adams reiterated that many businesses focus on “unattended areas” like web interactions that they fail to look at their data on customer touchpoints. “Forrester notes there are three important ‘Es’ contributing to customer experience – effectiveness, ease, and emotion. Australian businesses, on the whole, are doing a pretty good job of sorting out the ease of dealing with their organisation and the effectiveness of transactions. But they are neglecting the emotional element. I don’t think there is enough richness of data into customers’ emotional states.”
Kerr Maclean, Speciality Fashion Group Head of Customer Insights, shared that marketers should not downplay the value of information that businesses can get from customers and team members.
He said, “As much as we get product data, it is like driving a car and only looking through the rearview mirror. You have to unite that [back-end] data together with what the customer tells you. And that comes from team members, what they are buying, complaints and voice of customer feedback.”
Read the full report here.