To thrive in today’s marketplace organizations need to both improve the customer experience of their current customers while simultaneously cultivating and engaging with new audiences.
Customer Experience: Research suggests that companies that compete primarily on the basis of customer experience will be the most successful. Gartner has labeled Customer Experience (CX) the “new marketing battleground”. Is your strategy oriented around the customer? Do you have robust customer feedback and data collection processes to drive positive customer experience?
Audience Development: Are you looking to grow your audience beyond your core customers and members? Do you need support in building an audience development strategy?
Customer Data Management & Personalization: Are you collecting and harnessing customer and audience data to improve business intelligence, insights, and marketing? Do you have a marketing technology strategy that enables you to connect audience and customer intelligence with content and campaign intelligence to deepen engagement and insights? Is first-party data collection a top organizational priority? Do you have a robust segmentation and targeting strategy? Are you able to deliver highly relevant, contextual and personalized experiences? The customer data technology landscape is becoming incredibly complex. It is critical to rise above the tool hype, and choose the right customer data foundation that advances your strategy.
Customer Segments & Personas: Do you want to systematically develop customer segments, and associated personas? Would a more segmented approach to marketing drive increased acquisition and retention?
Customer Engagement & Community: Do you have cross-channel strategies to drive customer satisfaction, loyalty, and referral? Are you using community and advocacy marketing to turn customers, editors, and members into brand advocates?