With pandemic norms still impacting businesses, how can brands thrive going into 2021? The adoption of digital channels has accelerated, and digital reach is increasingly likely to drive consumer loyalty. This means all brands need to draw on digital tools to remain competitive in 2021. However, this year will require an overhaul of marketing strategy and ways of working. A shift in focus. A total customer experience transformation.
Last year’s Marketing Imperatives focused on the marketing bubble, where the total customer experience is achieved by connecting experiences across marketing, sales, commerce, and service.
This year’s Customer Experience Imperatives reflect the essentiality of people-first marketing, more important than ever before. Customer experience for 2021 now hinges on a three-pronged key imperative approach. You’ll need to engage with data transformation, achieve digital transformation — and ultimately, adapt your organisation to satisfy ever-changing customer needs.
This year’s Imperatives
Data transformation is the lens to help you interpret and improve your omnichannel customer experience. It’s the privacy-safe acquisition, management, analysis, and activation of valuable data, with cloud platforms and AI facilitating and informing customer experiences in real time.
Digital transformation is about putting customer motivation above all else on your website. At every step, the digital customer journey should be tailored to what you know about your customer. This gives you the power to be agile – when your customer needs change, you will be able to pivot in a flash to meet them.
The Adaptive Organisation
Changing how people work requires enterprise flexibility. Instead of tying your thought processes to structures, systems and core capabilities, your team needs to adapt to customer needs wherever needed to produce responsive outputs quickly and collaboratively. Without distraction, this will enable you to orbit the crucial focus for 2021: the evolving customer experience.