To be frank, a majority of companies struggle to deliver a harmonized journey to their customers. But what is hindering companies to come up with a seamless customer experience?
- Content is stuck in department silos. Several people in business produce content the way they like it most and CI is not always taken into account – no alignment across departments. There is no clear responsibility or approval process across departments & systems.
- Content is cluttered all over the place – CMS, CRM, Marketing Automation Tool or even on hard drives.
- Marketing becomes out of control for the continuously growing number of communication channels. Marketing has long ceased to be only email messaging. But marketing is struggling to make usage of the variety of touchpoints.
Only the right message at the right time through the right channel, ideally personalized, makes communication with the customer effective. Thus, customer interaction data is key for replaying messages. Consequently two worlds, the CMS world and the data world, need to be integrated with each other to one world!
Meaningful content is a team effort because it’s all about creativity and finding powerful, influential words. CI needs to be considered at every touchpoint to speak one harmonized language. This can only be assured with an automated approval process for which content needs to be at one “golden place of truth”. In order to be scalable and react quickly to customer interactions, content needs to be integrated with all the communication channels. Consequently department silos need to be broken.
And this not only sounds good in theory, there are already solutions to this challenge. You are curious how your future buyer journey could look like – also in action? We are keen to deepdive into this topic with you in a personal meeting!