Exceptional Digital Experience: Engaging customers on their terms
Colleen Burns 120000C4RP firstname.lastname@example.org | | Tags:  smarter_commerce webcast exceptional_digital_exper... broadcast amadori exceptional_customer_expe... larry_bowden
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In June during our Smarter Commerce Conference in Monaco, I had the pleasure of introducing our Exceptional Digital Experience software along with IBM client Amadori, a leading Italian Food Company, who showcased the exceptional digital experiences they are creating to delight their customers.
Amadori was on a quest to find ways they could communicate more effectively with their growing numbers of young consumers. They decided to harness the potential of online marketing to create a series of mini-sites for a line of similar products using “digital” communication. “We wanted to create fun, innovative sites with interactive features which would engage a group of consumers who are more likely to surf the Net," Marco Magnaghi, Business Innovation Manager at Amadori explains.
Having passed through two eras — content is king and social/analytics — digital experience is now entering its ubiquitous stage. Putting customers first has long been the elixir to a business' success. A few years back, providing an exceptional customer experience meant having a website strategy, but in today’s reality, to successfully deliver a tailored and consistent experience online that meets and exceeds audience expectations requires a broader approach -- you must consider the entire customer journey. In other words, a somewhat straight-forward web strategy of years past has evolved into the need for a more comprehensive digital strategy.
A digital experience strategy takes into account the emerging trends around the use of web and social analytics, more advanced rich media management and delivery, deeper social engagement and robust responsive design for mobile delivery. In this age of digital, a business' success relies heavily on their ability to create and deliver exceptional digital experiences for their customers, engaging them on their terms and on their time. In fact, a Forrester survey found that more than 90% of respondents said that customer experience is a top strategic priority for their firm*.
* Source: The State Of Customer Experience Management, 2013, Forrester Research, Inc., March 22, 2013