Magazine article CRM Magazine

Why Brands Who Create Digital-First Customer Experiences Will Win: Companies Can't Rely on Data Alone to Improve Their Customer Interactions

Magazine article CRM Magazine

Why Brands Who Create Digital-First Customer Experiences Will Win: Companies Can't Rely on Data Alone to Improve Their Customer Interactions

Article excerpt

To create truly memorable experiences for their customers, companies need to go beyond the data, speakers at this year's Adobe Summit in Las Vegas in late March emphasized. Going hand-in-hand with this notion was the tenet that continuous innovation is essential to success in the digital age for any organization.

"Consumer expectations and technology advances are causing every organization to rethink their digital strategies," Shantanu Narayen, president and CEO at Adobe, said during the first general session. "In the experience era, customers demand great experiences, and businesses must reimagine how they interact with their customers in a digital-first and in a digital-enabled world. Maintaining the status quo is no longer an option."

Brad Rencher, executive vice president and general manager of digital marketing at Adobe, added four key customer expectations that companies must address to succeed. First, an experienced business will know and respect its customers and can anticipate, predict, and deliver the experience that customers want while also respecting their privacy. Second, an experienced business will speak with one voice that is always in context. The marketing, sales, and support teams need to demonstrate consistency and always deliver relevant messages to customers. Third, an experienced business will make its technology transparent. It knows that the experience--and not the medium--is the message. Finally, an experienced business will continue to innovate to meet and exceed customer expectations. …

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