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Connectivity – The Catalyst of the Addressable Customer Experience

As part of the Addressable Customer Experience blog series, Eric Burling discussed the 3 C’s of Addressability in "The Banking Reality: Understanding the Customer Centricity Shift," I expanded on "context" and its role within addressability and Jeff Godish highlighted the benefits of addressability in a case study.

In the 3 C’s of the Addressable Customer Experience, connectivity drives the value of addressability by bridging context and content.

The customer centricity shift

Context

Our knowledge of who the consumer is as well as their behaviors, motivations, and location (physical or digital).

Content 

The stories, recommendations, and offers we provide, which must be valuable and relevant to the context of the consumer.

Connectivity 

How we integrate the targeting and tracking capabilities of the addressable platforms to bring together context and content.

While each have significant impact on overall success, connectivity is vital in providing the right context and the right content to the customer experience.

While context identifies the subject or action that triggers a need for communication, appropriate content that is relevant and meaningful is needed to facilitate desired outcomes, i.e., deeper resonance with the customer and eventually sales. Because customers interact with the brand and are exposed to marketing through multiple media channels (desktop, phone, table, TV, etc.), it is critical that both context and content are properly managed and sequenced through these media. Therefore, understanding and capturing the interactions available in various media (see figure 2 below) is a key competitive advantage.

Identifying customers and understanding interactions when they are utilizing the web, calling the call center, using a tablet, coming to the branch, etc., and then using that information in conjunction with context to push the right content is key to connectivity, effectiveness of the customer experience, and ultimately, increasing awareness, loyalty, and sales.

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