Crafting your organisation's customer experience approach
Digital disruption, social media, mobility and the big data explosion have all inevitably led to a new experience economy, where engagement and customer excellence are the keys to competitive advantage.
According to Forrester Research, literally every company will compete on the basis of customer experience over the next decade. You only need to look at the latest 2016 financials from NAB, IAG, Medibank, AMP or Telstra to see just how important aligning business objectives with customer needs and values has become.
Vital to success is recognising that technology and customer experience are inextricably linked, with everything from a simple customer inquiry to managing a strategic account now taking place as part of an omni-channel experience. In fact, technology-led transformation means it’s now not only possible for organisations to tune in and address all aspects of the customer lifecycle on a one-to-one basis; it’s imperative they do so.
The way brands go about orchestrating their customer engagement efforts, however, is still a work in progress. There’s a host of new capabilities to harness, such contextaware customer engagement, analytics and real-time decision making.
But equally, achieving seamless customer experience requires IT and marketing functions to join forces, become more agile, responsive and digitally adept.
Our Feb/March Executive Connections event will investigate:
• The key ingredients for customer experience excellence
• How digital disruption and transformation are helping organisations put the customer first
• What role data is playing in understanding and engaging with customers
• What a customer-first agenda means in terms of IT and marketing collaboration, skillset and ways of working
