Customer Experiences That Engage and Convert

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  • Topic: Consumer behaviour, User-generated content, Social media
  • Pages : 13 (3185 words )
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  • Published : April 24, 2013
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An Oracle White Paper February 2012

Customer Experiences that Engage and Convert

Customer Experiences that Engage and Convert

Executive Overview ........................................................................... 1 Introduction ....................................................................................... 1 Focus on Customers, and Adapt to Them ......................................... 3 Assembly, Not Production ............................................................. 3 Think Across Touchpoints ............................................................. 3 Leave No Data or Content Behind ..................................................... 4 Mine Your Data to Optimize the Experience .................................. 4 Use Content in Context.................................................................. 5 Boost Confidence by Surfacing Content Early and Often ............... 6 Provide Constant Guidance Along the Customer’s Path .................... 7 Offer Flexibility in Merchandising ................................................... 8 Use Intelligence to Drive Better Experiences ................................. 9 Optimize for Every Touchpoint .......................................................... 9 Unify Technology to Lower Costs and Barriers to Entry ............... 10 Conclusion ...................................................................................... 11 Appendix: Recommended Reading ................................................. 11

Customer Experiences that Engage and Convert

Executive Overview
The way in which businesses engage with customers has fundamentally changed—in part because the predictability of interactions has vanished. Customers can now interact with brands from multiple touchpoints (Web, mobile, social, retail stores, kiosks); however, they cite cross-channel inconsistency as their #1 complaint. To succeed in the multichannel world, businesses must shift from channel-centric organizations to customer-centric organizations. The best way to achieve this transformation is to connect internal data, teams, and technologies to drive cohesive personal experiences that increase engagement, sales, and loyalty across channels. 1

Introduction
Customers don’t think in terms of channels; they simply want to interact with a brand in a consistent manner—wherever, whenever, and via whatever device they’re using. Yet even as customers are turning to an ever-growing assortment of devices and touchpoints, businesses are struggling to solve new problems with legacy systems and team structures. This is because internal teams are siloed and held to channel-oriented goals; legacy technology is unable to scale; data and content are scattered throughout the enterprise; and no universal view of the customer lifecycle or cross-channel performance can be provided. Customers are looking for more—but instead the 105 million customers using multiple touchpoints find themselves exposed to internal business problems at the point of engagement. 2

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2012 Customer Experience Trends Survey, Endeca Technologies, May 2011 “Welcome to the Multidevice, Multiconnected World,” Forrester Research, January 2011

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Customer Experiences that Engage and Convert

Delivering a consistent experience is the new challenge. A 2010 Forrester Research survey found that retailers who had focused on multichannel integration experienced an average 48 percent increase in online sales and 36 percent increase in customer satisfaction, as well as a 28 percent reduction in operating costs and a 25 percent increase in profitability. But although 50 percent of the companies from the same survey say they support a vision for multichannel consistency, only 39 percent believe they have the ability to implement that vision. This will require dedication to an enterprisewide initiative, an execution strategy that understands engagement throughout the customer lifecycle, unlocking data to...
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