4 Customer Experience Management Trends for Digital Marketers
3. Increased focus on service quality: Today's consumers are increasingly demanding a higher level of service quality in addition to product quality. This shift is changing the way industry leaders approach CEM; it's forcing them to rediscover that effective selling requires attentive staff and a brand environment that makes customers feel healthier, happier and more attractive. This year, many brands will re-examine how they measure these feelings as well as the way they implement improvements to local customer experiences. After identifying the branded behaviors that support these feelings, businesses will either build on them through reinforcement and validation or change their behaviors to craft more effective customer experiences.
4. Big data personalization: Ninety percent of all of the data in the world has been created in the last two years. This explosion of data is expected to continue. The optimized use of "big data" (large and complex data sets) is a priority for many companies. But while big data itself may not be helpful for local managers of multiunit brands, big data insights can contribute to better customer experiences. Going forward, brands will leverage information gleaned from big data to offer research-based advice and coaching to unit operators, enabling local managers to combine big data learnings with personalized and relevant customer experiences.
Technology is transforming brand-to-customer relationships as customers are now constantly connected with their favorite businesses and other consumers through social media and mobile technologies. The challenge for brands is to learn how to adapt while maintaining open dialogs and transparency when relating to consumers in 2013 and beyond.
Bruce Warren is the vice president of marketing at Empathica. Bruce can be reached at firstname.lastname@example.org.