The pandemic caused by COVID-19 brought great changes in all aspects of life. With regard to technology, there was a phenomenon of massive adoption by population segments that seemed to be very far from preferring digital transactions over physical ones, but who, having no other option, increasingly “digitalized” themselves. . Other groups that already preferred this dynamic increased their use, becoming almost exclusively digital.
It has made life easier for users: shopping from home, online banking, education and remote work ; But what does this mean for companies? If it is said that when social distancing began they were not ready for what was to come, are they today, almost a year after the isolation began?
More is demanded of companies and the experiences they provide
The digitization of a greater part of the population seems like good news and gives us a promising future for those of us who are dedicated to everything related to the delivery of experiences through digital media, however, we must also take into account that users they demand positive experiences , immediate resolution of problems and simplicity in their journey. That forces us to take steps forward by uniting marketing, data and technology.
It is about taking advantage of the infrastructure “in the cloud”, to receive, manage, analyze and activate large amounts of data.
It all starts with customers who have contact with multiple communication and marketing channels of a company (omnichannel), potentially they are the ones with higher average tickets , they are closer to making repurchases and recommending a product or service with which they interacted, but they are also the ones who demand more personalized experiences.
Marketing Cloud allows you to see data that comes from different sources (for example, from the website, social networks, email marketing campaigns, etc.), and relate them to each other to have a better understanding of the complete journey of a user. That is to say, these companies are focused on the user , they do not see it as if it were a different person at each point of contact, but rather it is more similar to the vision of puzzle pieces, that by joining them, we can better understand the path, wishes, preferences and challenges of a user.
According to Forbes (2019), Customer Centric organizations generate 5 times more revenue than their non-Centric competitors, and to start on that path, you have to solve 5 challenges:
- Scaling: the data obtained from users must be reliable and orderly in order to unite and analyze beyond what is obvious, as well as having the possibility of handling a large amount of data at the same time.
- From information silos to collaborative work: having scattered user data is like not having it. A customer-centric company demands different ways of working: agility, constant learning, collaboration, culture and the ability to experiment.
- Real-time visibility: In a dynamic as fast and changing as the one we currently live in, acting on time is key, which entails being able to make decisions in real time or as close as possible to it and of course, with reliable data.
- Machine Learning: The human capacity for analysis is extraordinary, but with too much data and little time, it can be limited. This is where using artificial intelligence and the learning capacity of machines can make a difference.
- Activation of insights: Everything described above will only make sense if the result of the entire process is to do something with the data and analysis, if that does not translate into better experiences for customers and higher revenues for companies, everything will have been in vain.
Companies whose vision is to be Customer Centric , have to ensure that each point of contact with a prospect or client is significant, and with it: understand their journey, personalize the points of contact, improve their experience.