The problem many organisations have is that the whole single view of the customer, and personalisation across channels, is nearly always seen as a shining future state – one that will cost the earth to achieve, take an age to complete, and generally drain your will to live. It’s ironic that, at this point in history, when digital engagement between brand and customers is more vital than ever, that some marketing and C-level executives still dig their collective heels in, and baulk at even starting this process.
The solution is to provide a methodology and approach that doesn’t require a budget that would make King Midas blush – one that provides very fast entry points to customer experience optimisation, while delivering proof-points all along the process.
Think little data – the data that really counts in your core martech platforms, rather than the whole enchilada. We don’t need to land a rover on Mars – we just need to know which campaign a visitor came in from, personalise their on-site experience, and integrate a handful of data points in our CRM so that we don’t send customers irrelevant marketing experiences during or after purchase.
We’ve all had that experience, right? We buy something online and soon after our emails and social posts are flooded with offers for pretty much the same product, as if our patronage doesn’t even rate recording and acknowledging.
At Codehouse, we call this acknowledgment of the customer, the Experience Ecosystem.
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