Customer expectations today have tremendously evolved, and to meet customer demands, marketers need to go beyond traditional approaches. It is crucial for businesses to integrate technologies into the MarTech stack that help them to consider customer preferences and expectations at every stage of interaction during their customer lifecycle.
CMOs should consider integrating customer-experienced focused technologies to enhance their overall customer journeys. The advanced technologies available in the MarTech market are shaping the CX. Marketing teams globally are embracing Augmented Reality (AR), voice assistants, cloud technology, and other technologies to offer a top-notch CX.
Following are the top five must-have technologies in the modern MarTech stack to improve the customer experience:
Cloud technologies
The majority of organizations have embraced cloud computing and its applications in their business models to enhance their operations. There is a surge in the availability of channels through that customers can buy or interact with the brand. Enterprises need to embrace omnichannel marketing to stay competitive in this digital-first era. Irrespective of the channels that the business embraces, it is crucial for them to deliver a consistent and seamless experience throughout all the channels. Enterprises should be able to gather, centralize and react to data in real-time to improve the customer experience.
Integrating the cloud technologies into the MarTech stack will help businesses to deliver consistent CX throughout all the channels in real-time.
Also read: Strategies to Deliver a PhyGital (Physical + Digital) Customer Experience (CX)
Conversational Artificial Intelligence (AI)
Modern customers need real-time resolutions to their queries and grievances to have a trustworthy relationship with the brand. Enterprises that want to deliver a top-notch customer experience to their customers need to integrate conversational AI or chatbots in their MarTech stack. Integrating these technologies into the MarTech stack will help businesses to deliver a real-time CX without requiring the Revenue Operations (RevOps) teams to interfere.
Virtual Reality (VR) & Augmented Reality(AR)
AR and VR are revolutionizing the way users interact and communicate with the brand. There are various companies that are tremendously influenced by integrating augmented reality and virtual reality into their MarTech stack. Many enterprises are exploring opportunities to integrate AR and VR to improve their customer experience. Even B2B organizations have embraced augmented reality and virtual reality in their marketing technology stack to make their total addressable market aware of their products and services.
Omni-channel MarTech stack
Inconsistent customer experiences can have devastating impacts on the business. Organizations can integrate omnichannel technologies into their MarTech stack to orchestrate purchase decisions throughout all the touchpoints. Integrating omnichannel marketing tools with Machine Learning (ML) and artificial intelligence capabilities will enable businesses to make data-driven decisions at scale. Such technologies integrated into the MarTech stack enables the marketing teams to make better alignment between systems and data. It is an efficient way to interact with customers with more relevant data at the right time.
Also read: 4 Ways to Monitoring and Improving the ROI of Digital Marketing
Predictive Analytics
Simply gathering the data without evaluating it will add no value to the organization. Unstructured customer data has various valuable insights that businesses can leverage to enhance the overall customer experience. It is essential for businesses to integrate predictive analytics tools into their MarTech stack to get more valuable insights into their total addressable market. Enterprises that are able to gather more valuable insights from their customers to offer better products and services based on their needs and expectations. The actionable insights gained through the predictive analytics tool will help businesses to enhance their CX as well as acquire new customers. Moreover, the tools will offer insights that businesses can leverage to have a higher customer retention rate and seize all the potential opportunities.
These five technologies are must-have tools in the MarTech stack 2023 to enhance their customer experience.
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