Web is not enough - The Impact of Digital
Debora Cole 1200005BJ2 DEBORA_COLE@US.IBM.COM |
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The digital world is upon us, as new technologies now impact every aspect of the lives of customers, corporations and governments. Until recently, much of the focus in the enterprise has been placed on digitizing back office operations and processes. As digitization has driven customer experience to become a differentiator, organizations are now focused on applying digital approaches to the marketing, sales, and service functions that have the strongest impact on customer engagement.
Creating this new Digital Front Office is now becoming a key priority for many organizations.
As customers increasingly engage with multiple channels in pursuit of a single goal, companies need to deliver better, more unified customer experiences within and across touch points. To do this, they need to adopt scenario design, which asks and answers three questions:
Customers routinely expect personalized, responsive, and interactive experiences. To successfully deliver a tailored and consistent online experience that exceeds audience expectations requires a comprehensive digital strategy. It needs to address the identity and behaviors of target customers, where experiences will take place, and brand image across all touch points. It must also take into account the emerging trends around the use of web and social analytics, advanced rich media management and delivery, deeper social engagement, and robust responsive design for mobile delivery.
In fact, a Forrester survey1 found that more than 90% of respondents said that customer experience is a top strategic priority for their firm.
Isn’t it time to make digital experiences a strategic priority for our clients too?
Invite your clients to join IBM on July 17, 2013 at 11am US EDT to hear how they can transform the way they reach, understand, and relate to customers through a rich and robust digital experience across multiple channels and devices. Please join us, together with your clients. Register today https://ibm.biz/BdxCZf
1Source: The State Of Customer Experience Management, 2013, Forrester Research, Inc., March 22, 2013