June 2022CIOAPPLICATIONS.COM8CIO InsightsCXO InsightsIn My Viewalmart offers thousands of different geographic and demographic specific SKU selections across their 4700+ locations in the US. eBay offers millions of unique, customized content based on products users have purchased or categories they've expressed interest in. Even Google uses predictive text to help accommodate (or nudge) every single user's internet experience. If you notice a trend here, then you understand the value of the customer experience in today's digital world. I have more than 2 decades experience across multiple industries from face-to-face retail, to eCommerce, to B2B lead generation and I've witnessed first-hand that the customer journey is at the center of the success of top companies. Here is a simple breakdown of what I've seen that will help you master today's customer experience for your own business. Know Your Audience "The customer is always right." Nowhere is that mantra proven more than by digital metrics: clicks, pages per session, conversions, etc. While some of us might think we have the marketing funnel completely controlled via technology like timed or exit-intent triggered pop-ups or by cleverly designed and copywritten pages that are sure to discourage anything but a positive response,the fact is everything ­ from the initial click to a completed transaction­ is controlled entirely by the user. If your ads aren't good, your performance will show it. If you content is trash, your analytics will show it. If your product or in-person experience is bad, God help your reviews on social media, or Google. No matter the skills you have or technology you use ­ if you refuse to focus on the customer, learn who they are and what they want, then provide them an appropriate solution through your product or service ­ success will be impossible. Know Your IndustryTaking it a step further, knowing your customer helps you understand your industry. A/B testing is a tactic we use constantly to protect us from allowing our hypothesis or opinions to overrule true customer behavior. If you have an idea that you absolutely must try, WCASEY BAKER, VP/DIGITAL MARKETING MANAGER, BANK OZKCasey BakerHow to Manage Today'sCustomer Experience
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