Customer experience management and tracking touch-points with the company have recently become the main challenges and tasks of marketing. New better tools and concepts are constantly being designed to improve this area of a company-client relationship.
Customer experience management and tracking touch points with the company has recently become one of the main marketing challenges and tasks. New better tools and concepts are being designed to improve this area of the company-client relationship.
The digital revolution has made it necessary to redefine certain mechanisms and objectives. Clients can no longer be easily guided through the sales funnel to conversion and loyalty. Digital technology gives the customer a lot more touch points with the company and with full control over them.
Hence the need to unify the customer experience in all channels, at all touch points building the brand’s image, both online and offline.
The unified customer experience becomes a differentiator, allowing one to get ahead of competition. A company providing a consistent, personalized message through all communication channels will gain greater power to attract customers and build their loyalty.
Understanding the customer’s journey through different communication channels is named by marketers as the most important challenge among the main tasks to be faced in the coming years.
Consistent customer experience becomes the key to successful marketing. And it does not matter if it comes from direct mail, newsletter with promotional coupon, personal website, mobile site on a smartphone or e-mail with a reminder of the offer.