Businesses that fail to align their customer experience (CX) on all channels will not be able to deliver a top-notch digital customer experience.
A traditional MarTech stack and disoriented presales campaign on all the channels will hamper the CX and result in lower conversion rates. With the surge in Omni channel marketing, many CMOs are exploring opportunities to modernize their eCommerce MarTech stack to deliver a top-notch digital customer experience across all channels.
According to research by Verint titled “The 2022 State of Digital Customer Experience Report,” nearly 59% of the survey respondents consider digital-first customer engagement initiatives as one of their top priorities in the next twelve months. The availability of multiple digital channels has opened various opportunities for businesses to increase their visibility. This influx of new channels has made it challenging for the marketing teams to deliver a consistent CX throughout all the digital channels.
CMOs should consider developing a robust eCommerce MarTech stack and marketing operations to minimize the gaps that hamper the brand image. Here are a few ways that marketing teams can consider revolutionizing digital Customer Experience (CX) with a seamlessly integrated eCommerce MarTech stack
Set customer-centric Omni channel strategies
One of the most effective ways to enrich the CX is to ingrain data-driven and customer-centric workflows throughout the customer journey. CMOs should consider shifting their focus from leveraging data to evaluate the impact of decisions to rather utilizing the data to make the right decisions. Customers today have multiple channels that they do their purchase research and make the final decision based on thorough research on all the channels.Organizations can explore, evaluate and implement the best eCommerce customer experience management platform that gathers and stores customer data and purchase history to assist the workforce in delivering a consistent CX across all the digital channels. A centralized customer view will enable businesses to create seamless communication by picking up the conversation from the last interaction. Integrating the eCommerce customer experience management platform into the MarTech stack will help enterprises to evaluate the CX and spot all the gaps in their processes that restrict them from offering a top-notch customer experience. Setting customer-centric Omni channel marketing strategies will enable businesses to enhance the overall digital customer experience.
Analyze the channels design and audit the user experience (UX)
Businesses need to determine the customer perspectives to design the brand’s digital customer experience strategies from an external point of view. CMOs need to consider creating and implementing engaging on-site content to improve customer engagement through informational and aesthetic value. It is crucial to align the Omni channel designs, communication, and interactions with the brand’s language to offer a holistic customer experience throughout the channels. Marketing teams need to be vigilant about which channel they are partnering with and whether that target audience is relevant to their total addressable market or not. Because User experience plays a crucial role in delivering a top-notch customer experience throughout all channels, CMOs can consider integrating high-quality product content and distribution solutions that enable them to deliver holistic CX across all the top digital channels. Technologies like Augmented Reality (AR) and Virtual Reality (VR) on all the channels will enhance the customer’s digital experience and result in a higher conversion rate. Moreover, it is essential to audit the user experience of all the channels to ensure the UX is appropriate to their brand expectations.
Modernize the MarTech stack
The recent pandemic that surged the world has transformed the global business landscape completely, and remote or hybrid work has become a new norm. Dispersed working environments have made it challenging for CMOs to keep teams in sync without being restricted to managing brand positioning across touchpoints. Traditional strategies to enhance the brand experience, such as employee training, manual tools, and generic guidelines, have become obsolete in today’s digital-first world. CMOs should consider modernizing their current content and communications tools in their MarTech stack to enhance the digital experience.
“To upgrade their ability to seamlessly sell in all channels and improve internal operations, brands should consider investing in digital catalog and digital asset management solutions that serve as a repository for their product content and media. If a brand is selling in multiple e-commerce stores or marketplaces, they should also invest in rich content syndication tools that enable the creation and simultaneous publication of media and content across all of their product detail pages,” says Randy Mercer, VP, 1WorldSync.
Moreover, integrating AI-based tools in the eCommerce MarTech stack will enable businesses to automate most of the workflows that help them to align the experience needs with the brand goals. Many CMOs have already identified the gaps and have overcome all the challenges to ensure a scalable digital customer experience throughout all channels. Such marketers have set effective workflows and MarTech tools to keep the presales team aligned with the brand policies irrespective of the channel or context.
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