Creating An Integrated Customer Experience

News over the latest information about the enterprise customer

July 26, 2010

Creating An Integrated Customer Experience

By Jim Berkowitz

Here are some excerpts from an excellent, insightful post I found on the MTS Blog, Who Owns the Customer Experience. Be sure to check out this blog. It's new, but looks like it's going to provide a nice stream of thought provoking information.

The advent of marketing automation brought to fruition the notion of a customer dialogue-a multi-step interaction between company and customer. Campaign designers began to use the power of marketing automation to move beyond a simple promote and response model to one that was much more customer friendly. Single step campaigns became multi-wave campaigns which eventually evolved into multi-step dialogues. Marketing entered an entirely new era where customers have a significant say in how they were approached and wooed.

But this dialogue paradigm is giving way to something much more strategic and more in line with the vision of the 1 to 1 customer relationship that was envisioned at the dawn of the CRM era. Leading CRM practitioners are now looking at designing customer experiences that cross marketing, sales, customer service, and e-commerce. Thanks to advances in technology-marketing automation, sales force automation, real-time decisioning, and web analytics to name a few products in the mix, delivering an integrated customer experience is now a real possibility.

So what are the biggest barriers to making this happen if the technology is readily available?

In working with major corporations who are grappling with this challenge, we see challenges that can be much more challenging than implementing the proper technology.

First, this expanded view of the customer experience crosses significant organizational power boundaries. When defining a broad customer experience, CRM visionaries must work with a variety of channel owners who have their own agenda and incentives to maximize their own success.

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Other iEntry Business Resources:

	WebProNews.com
	Jayde.com
	MarketingNewz.com

	SalesNewz.com
	CareerNewz.com
	InvestNewz.com

	eCommNewz.com
	WebsiteNotes.com
	AdvertisingDay.com