Fine-tuning your customer journey

Throw away your old metrics! Start thinking about intention, progression and aversion

Social media, mobile devices and more accessible broadband have changed consumers’ buying habits and flipped the customer journey completely on its head. Twenty-five years ago a marketer could send a campaign and measure responses and conversions in a chronological pattern, but now customers have a plethora of platforms to choose between and can meander any which way they choose, so it’s very hard to shepherd them along a defined path.

However, marketers are still clinging to old, linear campaign metrics (sends, opens, clicks and transactions), which do not accurately measure the journey of the modern, platform-roaming consumer. The truth is that this linear mind-set is highly ineffective when it comes to measuring the success or failure of a non-linear customer journey.

Topics: customer journey customer engagement journey mapping customer experience customer journey orchestration segmentation

How a CDP can deliver the Holy Grail: real-time, cross-channel marketing

The Holy Grail. Originally a title given to the cup used by Christ at the last supper, which has been much sought after but never found, this term has come to represent something extremely difficult – perhaps impossible – to find or get. For many years, marketers around the globe have been attempting to realize their own Holy Grail of ‘real-time, cross-channel marketing’, yet many have failed in this quest. Now, a marketing tool has emerged that promises to make this dream a reality: the Customer Data Platform.

Topics: customer journey real-time marketing customer experience Customer Data Platform customer journey orchestration cdp omnichannel marketing cross-channel

What’s the Difference Between a CDP and a CRM (and why should you care)?

Customer Data Platform Series: 1 of 5

Over the next 5 weeks, read a new blog each week from our CDP Series as our CMO helps you to understand the CDP landscape, capabilities and functionality.

Gartner's 2018 Marketing Technology Survey suggests that 52% of enterprise marketers have already fully deployed a Customer Data Platform (CDP), while 26% are in the process of deploying one and a further 12% plan to do so within two years. That means 90% of the respondents are invested in CDPs, a very high proportion of the market considering the technology has only come to the forefront in the past three or four years.
 
However, dig deeper into the research and you find that 51% of the self-proclaimed CDP-equipped organizations said that their CDP was their Customer Relationship Management (CRM) system, with 11% of these naming Salesforce as their CDP. It's worth noting that in November 2018, when the survey was issued, Salesforce was vehemently against the idea of a CDP, and that even today the provider is still in the process of developing one.

Topics: Marketing customer data customer experience Customer Data Platform marketing data cdp

Customer Experience Management: What Is It and Why Is It Important?

Customer experience is far more than just providing good customer service. It encapsulates the whole process that the customer goes through and should refine every possible touchpoint of your business to deliver the most positive customer experience possible. Customer experience management is the collection of processes a company uses to track, oversee and organize every interaction with a customer throughout the customer lifecycle.

Topics: customer experience