How can companies create personal, one-on-one long-lasting relationships while deploying digital, automated technology that all but eliminates the human factor? Ahead of her session at TFM 2019, Payal Raina explains how businesses can use the latest marketing technologies to deliver powerful, seamless and personalised customer experiences
In 2020, customer experience (CX) will overtake price and quality as the key brand differentiator, according to a Walker Study.
Forward-thinking companies who have invested time, effort and resources into listening, understanding, and anticipating their customers’ future needs are going to be the winners of longer-term client commitment.
Today, consumers expect more from the brands they choose to follow and engage with and are demanding smarter and savvier experiences. Big businesses are using customer insight in elevating the customer experience but, marketing technology (MarTech) presents a unique challenge. How can companies create personal, one-on-one long-lasting relationships with customers while deploying digital, automated technology that all but eliminates the human factor?
The key is to deliver a fully integrated system that intersects marketing and technology to deliver the seamless experience the consumer is already expecting.
A centralised, cloud-based MarTech stack to streamline customer experience
Over the past decade, the number of commercially available MarTech stacks has grown by 4500 percent, from 150 separate MarTech stacks in 2011 to 7,040 in spring of 2019 according to chiefmartech.com.
The truth is that without an optimised MarTech stack, companies fail to deliver a consistent CX, leaving marketers feeling stranded. An all-in-one platform allows marketers to perform all of a company’s marketing solutions in one place with the same consistent look and feel, streamlines the process and ensures the customer is receiving an end-to-end seamless, well-designed experience.
The key technologies trending today are cloud, application programming interfaces (APIs) and microservices. Luckily, there are software-as-a-service (SaaS) management platforms that help marketing and IT staff consolidate and manage the entire MarTech stack. Bear in mind: a simplified internal process goes hand-in-hand with a positive customer-facing experience.
Although many marketers still prefer stacks that utilise different vendors, a centralised cloud-based MarTech stack designed to suit a company’s strategic needs provides significant advantages.