Managing Experience is Key
According to Vovici, Customer Experience Management (CEM) is seen as the number one Differentiator among business leaders.
When asked about greater consistency at every customer touch point, only 36% believe this area of the customer engagement is benefiting their organizations.
From an online marketing perspective, consistency is a critical factor. It is impacted by what we say, how we say it, and how we manage it. One of the things I have emphasized with my online teams is that “experience needs to meet expectations.” If they don’t, you wasted the spend, and much more importantly, you may have permanently lost your customer.
If consumers click on a search ad about a specific type of shoe, and the landing page is about clothing in general, we blew it. If they click on an ad about a certain model car, and they hit the OEM home page, we blew it.
Managing the customer experience starts with the first touch point.
