Raise your hand if you’re tired of being told to “break down silos” but you don’t know where to start.
Raise your hand if you want to build a great customer experience but you can’t define what that is.
And raise your hand if you’re in charge of buying marketing technology but are overwhelmed by the thousands of software options that are available to you.
Our new report “The Customer Experience Cloud: How To Unify The Organization Around A Seamless Customer Experience” is written for anyone who identifies their organization as having these problems. The new reality of commerce is that brands are expected to be present on an ever-increasing number of channels, both online and offline. And customers expect to be recognized as the same unique individual across all of these channels. They want personalized content, real-time engagement, recognition across devices and serendipitous discovery all at once. This requires a major upheaval not just in the technology being used, but the organization of the company as well.
Most efforts towards unifying different departments and breaking down silos have gone into the marketing department, where companies are urged to coordinate the efforts of all the individual channel owners. However, the customer experience isn’t just the responsibility of the marketing department anymore. It requires the coordinated efforts of the sales and service teams as well. For companies that have been moving towards the idea of unified “marketing cloud” or an integrated system of tools to operate all marketing channels, we’re saying, think bigger. To truly recognize the customer across each touchpoint, and provide a seamless experience at every interaction, the technology strategy must evolve from “marketing cloud” to the “customer experience cloud.”
In this report, we’ve provided the essential technological and organizational components that companies need to unify the efforts of sales, service and marketing around building a seamless, cross-channel customer experience. Based on research interviews with leading brands such as Nike, McDonalds, General Motors and General Electric, we’ve found the common best practices for companies working towards this goal. And finally, we’ve created a starting guide for companies on choosing the right technology to support their unified customer experience plan, with an overview of the leading technology vendors that can help deliver on this vision.
Putting the customer experience cloud into practice is a major effort that will mean reorganizing teams, setting new governance, buying new technology and establishing new processes. It is nothing short of a comprehensive digital transformation. With so many parts of the puzzle required to fall in place simultaneously before any real execution, the most daunting part is knowing where to start. And with this report, we believe we can give companies that crucial starting point for how to adapt, and thrive in the face of what we think will be a major disruption in the way customers interact with brands in the digital age.