Today’s customers demand to be recognized as the same unique individuals across every channel, whether online or offline. They don’t care about which part of the company they are dealing with, to them, there’s only one brand. Yet companies continue to give customers a disconnected experience with sales, service and marketing each working to engage the audience on their own—with no coordination of their efforts—which only makes customers frustrated, disengaged and disloyal.
Until now, most companies have been driving these unification efforts within the marketing department, who are seen as natural custodians of the customer experience. But to truly deliver a seamless customer experience across all touch points, companies must extend these efforts across sales and service departments as well. Hence, technology strategies must evolve from building a “marketing cloud” to building a “customer experience cloud.”
The new Altimeter, a Prophet company, report, “The Customer Experience Cloud: How To Unify The Organization Around A Seamless Customer Experience” outlines the essential components of the technology and teams needed to build a customer experience cloud, as well as the crucial steps companies can take to get started.