How’s this for a disconnect?
More than eight out of ten executives strongly agree that delivering a superior experience is important to their organization’s success, but only 34% agree that their organization is equipped to deliver that superior experience.
It’s not hard to understand why providing a great experience is such a high priority for today’s business leaders. Simply put, it’s what customers expect – with the rise of social media, consumers have become more connected and empowered than ever before, and as a result, their expectations have skyrocketed.
But while executives (well, at least over 80% of them) comprehend the need to offer a top notch customer experience, it’s clear that many are unprepared to actually make it happen.
What many companies are just starting to realize is that customer experience now plays the same role that marketing used to play.
Until recently, marketing followed an established formula: create a clever message, broadcast it widely, and watch as it reached people. As traditional channels evolved and new channels arrived, we adapted this formula, but our approach to marketing by and large stayed consistent over time.
With social media, however, things have changed fundamentally. New digital channels have dissolved the hierarchies between marketing departments and customer. The frequency of interactions between the two have increased, as customers have come to expect resolution in near real time – across a rapidly expanding number of touchpoints.
Today, the onus is on brands to reach their customers on the channels they prefer, with the message they want to receive – always. Providing a great experience across all touchpoints is how brands build their reputation, more so than the quality of their product, their pricing, or any advertisement that they run.
Doing so is crucial in today’s business climate, and while many companies have begun the process of prioritizing experience, most are just scratching the surface.
Making sense of it all requires a shift in thinking – to look at the world from the perspective of a customer, not a brand. This mindset reset is the critical first step, and there’s nothing preventing business leaders from embracing this new mentality. Driving that agenda across the organization and effecting sustainable change, however, will take work.
To help you on the journey, we developed a white paper: “The Customer-First Future of Marketing.” Download it today, and learn:
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