After a recent shopping trip to one of my favorite stores, I walked away perplexed by a question asked by the salesperson. I’m a loyal customer of this retailer, and I receive multiple emails a week about the latest sales. And yet, I’m always puzzled when paying for my purchase and I’m asked, “What’s your email address?”
Sound familiar?
Between call centers, social media, email, mobile apps, and brick-and-mortar stores, your customers have multiple options for engaging with your company. The downside is that when the data coming from these channels aren’t connected, the experience can be confusing and off-putting. Not to mention that your customers’ frustration can be amplified when encountering vastly different experiences across your mobile, desktop, and eCommerce sites.
As a digital marketer, you must optimize content to maintain customers’ attention and meet their expectations to remain competitive. You might wonder, “How will this impact my business?”
A study of customer journeys by Harvard Business Review followed companies in two industries, insurance and pay TV. The companies that excelled in delivering journeys outperformed the competition with:
- 30-40% improvement in overall customer satisfaction
- 20-30% better performance in revenue, repeat purchases, and positive word of mouth
When you focus on delivering a journey that aligns to customer expectations, you position yourself to jump ahead of the competition. With a digital marketing platform like Adobe Marketing Cloud, you can create a seamless customer journey by organizing data and delivering a connected experience.
Want to learn more about creating a connected customer journey and solving other common digital marketing challenges? Download our latest guide below.
