The world is facing challenging times due to Covid-19. Definitely, it is quite surprising how rapidly the society, economy, routines and consumption are confronting significant consequences. The question is, is there a day after Covid-19?
In a distanced world,digital customer experience took a main role in companies as technology and theinternet are the main or, in many cases, the only channel of interaction withthe world. The question for managers is, how to manage the crisis, adjust budgets and still maintaindigital transformation to develop unique digital customer experiences? Sincetechnology is allowing us to socialize, work, communicate, buy, deliver,entertain and educate; maybe now we should admit technology is the reason whythe wheel keeps on moving.
This crisis can be the perfect opportunity for companies to become digital, create a positive digital experience and impact on its customers as never before. People nowadays require connections and interactions that support them while being isolated, arisingthe opportunity to be closer than ever and create special bonds with customersof loyalty and trust., through connectivity and experiences.
Customer Experienceleaders will have to re-organize their Mar-Tech strategies and specially, keepa constant track on how customer preferences are changing to rapidly innovateand respond to new customer journeys. Technology and Marketing will have towork side by side to position the company, unveil technology’s potential to deliver outstanding customer experiences and connect in a unique and personalized manner with its customers. The new CXM strategy will define the future company success, but in this uncertain times Mar-Tech leaders must be,more than ever, customer centric. Focusing on promoting care and connection,meeting with customers through technology, building capabilities for a fast-changing world and trying to prepare digital customer experience strategies for a post Covid-19 world.
Despite the fact that most companies understand the importance of digital customer experience, they are still concerned about the idea of having to revamp the whole digital approach and invest on improving their Mar-Tech strategies. Nonetheless,companies know that if they don’t make a move, they can face the risk of being disrupted and replaced.
In this matter, several industries are remaking their digital customer experiences by helping customers to make a better use of digital and remote channels. Companies need to include internal and external processes into the digital world, developing omni-channel experiences and personalized campaigns in every touch point, but also,transmitting transparency and security to all customers. Industries as banking and financial services, pharmaceuticals, healthcare, education, among others, are working on these processes and investing on Mar-Tech strategies than canaccelerate their business and allow them to keep on going.
The challenge is to know where to begin and what to prioritize. Companies realize that developing digital transformation is hard, but actually knowing how to make it customerfocused, is even harder. The question now is: are you ready to go beyond theoryand put digital costumer experiences strategies on practice?
Before starting to define your CXM plan, you need to understand and analyze some fundamentals that compound your strategies. These fundamentals allow companies to understand their current status and unify all the CXM key points based on their needs and objectives. This process requires the right guidance and support at this stage,but previously, they must have settled their starting point and identified their main goals.
The profound knowledge onthe company current situation, given by these key points, will lead you intodefining concrete digital projects and boosting opportunities in digitalcustomer experiences. If you are planning to rock your company digital costumerexperience through the Adobe Marketing Cloud, this is the right moment ascustomers around the world are asking for it.
Which first steps shoul dyou take?
Looking for customized recommendations based on your needs,objectives and tailored to the areas you need to transform.
Defining a CXM strategy which covers every area of interest andits members. It should include the concrete steps to follow and to startworking with a defined plan.
Finding the right Adobe Partner which can support you ondelivering unique digital customer experiences. Companies need a Mar-Techpartner to rely on, with Adobe expertise to guide you while auctioning.
Given the ambiguoussituation of our actual daily life, we must be one step ahead of our costumerschanging behavior and routine. Due to the worldwide ignorance of how thegeneral situation will develop, we have to be conscious that every companydecision may vary according to the industry status on each very moment. Forthis, companies must understand the significance of digital customerexperiences and get into designing a roadmap to accomplish objectives anddiscover the current Mar-Tech potential. Customer experience leaders whoinnovate, remain close to their customers and anticipate their changing habits,will build stronger relationships that will prepare them for any challenge toface.