Here’s what we all know—we live in an age of empowered customers. Customers have unlimited access to information and can instantly share it with the world. Mobile devices allow us to interact with brands anytime, anywhere. Social media is a great way for marketers to build brands. But the danger of one bad customer experience going viral in moments is just around the corner.
Rapid shifts can be challenging for any marketer in any industry. There are many unknowns. For example, how will social media evolve over the next year? How can marketers work with e-commerce? How can marketers personalise customer experience across all channels? How can marketers exceed customer expectations to create customers for life?
The good news is that the digital world is measurable. With the right tools marketers can turn the massive amounts of Big Data created through online, social and mobile channels into actionable insights. This also makes it possible to:
• Talk to individuals: Digital channels provide a whole new level of insight into customer behaviour. Marketers need tools that can track the behaviour of individual customers in order to deliver messages and offers based on their interests and actions.
• Look beyond your own back yard: Measure beyond the digital properties of your own organisation. Measure your competitors. Marketers need solutions that can analyse customer interactions across all social media channels including marketing and transactional data in order to understand what keeps customers engaged.
• Continually analyse the results: Analytics can help marketers understand the performance of every program and pinpoint which experiences and marketing activities are driving the most results.
Good marketers know that brand presence isn’t always enough. Great marketers use technology to successfully connect with their customers.
Marketers in extraordinary companies today are getting it right. Virgin Atlantic is a good example of this. Their focus in making flying fun has given them an edge in the hyper-competitive airline industry.
In order to drive sales and improve conversions, Virgin needed to gain insight into how each individual customer completed their online customer journey. They put their web experiences and marketing activities to the test, and used IBM solutions to compare their effectiveness. That’s how they found the perfect combination that helped them improve their online shopping experience, increase customer satisfaction and ensure loyalty. And best of all, they boosted average booking values by 7%. Read the whole case study to understand how they successfully leveraged advanced technology to get results.
What are you doing to adapt to the rapid changes in customer behaviour, and what are some of the ways you’re using technology to keep individuals engaged? Do share your insights with me.