Meeting and exceeding customer expectations comes down to the sum of all the parts. Every touchpoint a customer meets on their path when interacting with your brand must excel. There aren't too many ways to get this right and almost all of them involve the art of managing their data.
Most of us use digital environments every day, enjoying the ease of use and automation that technology enables. People are expecting the same ease of use and intelligence in all aspects in their life and this becomes a key differentiator in customer experience.
Orchestrating the customer journey does not only create a supreme experience. Connecting touchpoints allows to enrich customer profiles and define the next step. It allows to promote the right solution at the right moment. While delighting your customers, you drive result, optimize cost and maximize result.
To allow the much-needed customer centric approach, companies need to be able to centralize every sprocket of information and link it to the right person or household. This complete picture or profile helps to qualify the optimal customer journey without taking over control. Good integration enables automated input and processing that allows real time experience.
Solutions like a customer data platform allow you to act across channels and touchpoints and contribute to a rich analytics and insights generation from customer data. Combined with sales data, this wil allow better targetting, content to nurture marketing and advertising.