2015 has been another year where I have found myself at the coalface of organisational change: digital transformation, customer experience, CRM and marketing automation…. What is the key ‘thing’ that has struck me?
Data. It is being made out to be sexy – really sexy. Many folks even think that collecting mountains of data and stuffing it into CRM and/or marketing automation systems is the access to delivering great customer experiences. They are mistaken.
It’s the time of the year where I share my take on the latest CX research published by unwood. Worth pointing out that Nunwood has been acquired by KPMG so is now KPMG-Nunwood. Back to the research titled: A New Era of Experience Branding. You can download this by going to the KPMG-Nunwood website.
It has been a while since the last conversation. First, I took time out for a month of holidays. And then in September I was asked to lend a hand in a CX centred next generation CRM and omnichannel programme. Given the demands on my time I will be keeping this conversation short – at least shorter.
CX Dogma: In Today’s World The Customer Experience Is Critical
What do the CX gurus say? Do they not proclaim the critical importance of Customer Experience? Do they not assert that in the age of social media Customer Experience is everything? Do they not say that those organisations that do not pay attention to the Customer Experience will go out of business?
What Is The Central Challenge Of Building Meaningful & Profitable Relationships With Customers? Is this challenge about opening up 24/7 access to your business through any and all channels? Is it about coming up with new products and services that attract customers like bright lights attract moths at night-time? Is it about taking out costly, unpredictable, unreliable human beings and replacing them with technology?
Some folks are generous. Some of these generous folks think of me as thought leader in the Customer space. As a result when other folks are doing research in customer-centricity, customer strategy, customer experience they are told to reach out and ask me questions. Such questioning took place recently on the subject matter of customer-centricity.