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Mastering the Customer Experience
Written by Bob Barker, Vice President, Corporate Marketing, Alterian
Focusing on the customer is not something new. futile for marketing to do an excellent job if they If you are interested in learning more aboutCustomer Relationship Management theories are, for example, to be let down by the customer benchmarking approaches in Customerembraced in the 1990s hold true today - the service team, billing system or an executive who Experience Marketing, either for an initialoperational, collaborative and analytical aspects drags the brand though the gossip columns of the assessment or comprehensive benchmarkof the 'CRM Ecosystem'1 still need to be adopted newspapers. which examines information mastery bestand adhered to. However, Customer Experience practices across the whole organization pleaseMarketing (CEM) is a subset of an organization's One of the main strategies that marketing needs contact Bob Barker at bbarker@alterian.comoverall customer experience management to implement is the generation of a corestrategy and drive to become customer-centric. It competence in Customer Information. This canis about managing every single part of the only be built by developing a passion forinteraction and experience a customer has with marketing driven by analytics. It is impossible tothe organization; from the visual experience of truly understand customers on a one-to-one Alterianadvertising, to the actual experience of interacting human level unless we have the appropriate data, Alterian (LSE: ALN) empowers marketers with anwith a website, customer support line or physical and also the ability to analyze, interpret and act integrated marketing software platform combininglayout of a branch, even to the standard of the on that data to improve the marketing and buying database, online and operational marketing applicationsproduct or service delivered. CEM tackles experience. Building skill sets and a focus around on a shared data infrastructure. The Alterian IntegratedMarketing Platform makes it practical and cost effectivemarketing at a human and emotional level, the analytics of marketing will help drive the for marketers to use actionable insight to execute ancausing the customer to feel not only connected, competence of the marketing organization. In integrated marketing strategy across online and offlinebut delighted and loyal and able to be a order to act on and execute this intelligence, and channels.consistent advocate for the brand. This customer- to ensure every aspect of a customer's interaction It is the unique integration of analytics, content andcentric approach helps create the only true with an organization is planned, monitored and execution through our industry leading tools, such as thecompetitive advantage a company can achieve nurtured, it is essential that marketing is able to Alterian Messenger email platform, and the awardoutside the commodity battle involving the intelligibly coordinate and integrate its processes. winning Content Management solutions, which enablesfeatures and price of their product or service. Marketing needs to commit to building the right marketers to drive a seamless, multi-channel customerexperience.infrastructure, which may involve employing orThere is much evidence to suggest that customers training marketers with the right analytical skills, Alterian's analytically-led software is delivered towill stop doing business after even one isolated investing in a marketing technology platform approximately 1,000 marketing departments, across 26bad experience, and CEM tackles this fragility of which allows provides an integrated set of countries, and an international network of more than 100customer satisfaction and relationships. John applications built on top of a single data business partners, including marketing services providers,agencies and systems integrators. Its partners, such asMcKean, Executive Director, Centre for the architecture, or sourcing a business partner able Accenture, Acxiom, Allant Group, Cap Gemini, CarlsonInformation Based Competition, drives home this to add their domain expertise in data Marketing, Experian, Epsilon, InfoUSA, LogicaCMG,focus on customer experience, "70% of the management, for example. The correct Merkle, Ogilvy One and Euro RSCG Worldwide, deliverreason we buy anything is based on how we are infrastructure is intrinsic to the success of Alterian software alongside their own domain andservices exp... [download for more]
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