MarTech is Crucial to Improving Customer Experience

By CIOReview | Thursday, July 4, 2019

FREMONT, CA: In the era of omni-channel marketing, customer experience is increasingly becoming the key focus for every business. According to a report, the experience is expected to be more critical to the customers than price or product. As a result, marketing firms are heavily relying on technologies to gain significant insights into their existing and potential customer base.

Marketing technologies are crucial to implementing and strategizing successful customer experience. However, excelling at customer service is not a simple case of investing in technology. It requires setting up the priorities, building strategies, and shaping business resources to adapt to the new tools and ensuring their correct integration.

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Tech Transition Occupying Top CX Trends

According to a survey by The Global State of Customer Experience 2019, the top trends in customer experience are covered by marketing technologies. Data and analytics lead among the industry commentators and practitioners, while it’s the second most crucial trend according to solution providers. Chatbots/artificial intelligence (AI) and omnichannel practices are also among the top few in the CX specialist subgroups.

Thus the businesses are trying to leverage technologies for data collected from various sources that can provide them with invaluable insights into the customer’s behavior. They are increasingly trying to create a single customer view to ascertain that their customers have an efficient, satisfying, and seamless journey.

Hurdles Despite Investment in Marketing Technology

The solution providers and practitioners consider ‘building a customer-first culture’ as a primary challenge; the latest tools and technologies can foster the shift in business culture from ‘business-first’ to ‘customer-first.’ But the employees, leaders, and departments need to be flexible enough and adapt according to the new setup.

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Another challenge that the businesses often complain about arises with the linking of their CX initiatives to ROI. The lack of comprehensive understanding of the omnichannel customers while aligning them to their business initiative. Thus the marketers have a limited understanding of their customers. It remains a battle to be won for many while those who have overcome this battle are amassing fortunes.