私たちは皆、毎日それをエクスペリエンスしているので、それを知っています—消費者として、私たちは力を与えられています。ほとんどの製品やサービスには、常に別のオプションがあります。パワーが増すにつれて、それは驚くことではありません消費者の84%が、人のように扱われることは重要であると回答彼らのビジネスを勝ち取るために。私たちは、通りの向こう側であろうと海の向こう側であろうと、必要なものを手に入れるためにいつでも別の場所があるので、数字のように扱われることを我慢する必要はありません。
これは消費者にとっては素晴らしいことですが、取引の反対側にいると大きな課題となります。今日の企業にとって、主な差別化要因は顧客体験です。ほとんどの組織はこのことを理解していますが、それを実現している組織はほとんどないようです。2018年には、80%の企業が優れた顧客体験を提供したと考えていますが、同意する顧客はわずか8%です.
組織が始めている兆候があります understand this.Customer centricity is all the buzz these days because more and more of us recognize its importance.At the same time,the stakes seem to be higher than ever — one out of three customers will abandon a brand after one negative experience,while 92% will after two to three.
ここでは、顧客体験を向上させるために実行できる3つのステップをご紹介します。
1.Know your customers — they expect it
Part of the reason we’re in the state we are in is that consumer expectations,both for personal and business purchases,have accelerated over the past 18 months.According to a report from McKinsey,about three-quarters of Americans changed their 2020年の買い物の習慣,with 40% of them changing brands too — twice as fast as 2019.In fact,25% of consumers say they switch brands more often than ever before,looking for an experience that matches their high expectations.
Consumers understand that companies have a wealth of data about their purchase and browsing activities,and they expect the company to use that data to provide a personal experience across channels and content types.Based on Salesforce つなげる顧客の状態、第5版、顧客の52%が以下のオファーを期待しています常にパーソナライズされる- 2019年の49%から増加。
Even with privacy concerns,61% of consumers want personalized offers from their favorite brands,and 56% say they’re happy to share browsing history with brands for more relevant offers.But 47% also agreed with the statement,“Most companies don’t use my personal information to my benefit.”
Salesforceの最近の「マーケティングの現状」レポート、「マーケターが使用する重要なデータソースの数だけでも、2019年の8つから2021年の12つに50%増加しました。」 しかし、これらのデータソースのほとんどは接続されていません。
For example,take the task of tracking customers when they switch from smart phones to tablets to computers.Two-thirds of marketers have no idea when a customer switches their device — even though 67% of purchases are the culmination of a multi-device journey.Companies today suffer from the same problem: disconnected data.
今日のつながっていないデータの課題を打破するには、いくつかのことが必要です。
First,you have to be able to collect data from each channel and touchpoint.You then need to ensure you can integrate it.But this is just the beginning.To make your data actionable,you must understand it.The first step for this is ensuring you have unified customer profiles.You need one place where you can see a customer’s web activity,CRM information,service tickets,mobile app behavior,et cetera.The second piece is segmenting customers into meaningful groups — the gold standard being the segment of one.
If this all sounds overwhelming,you’re not alone.This is the main reason the customer data platform (CDP) market is growing.By 複数のデータセットをまとめ、単一の顧客ビュー、CDPを作成します not only offer a 360-degree view of each customer but help turn that view into highly personalized digital interactions.Part of the challenge that drives the implementation of new technologies is that consumer behavior has changed.
2.Meet them where they are — with relevance
The big and not so surprising change in consumer behavior during the COVID-19 pandemic has been the shift to e-commerce and remote options.In the United States,eコマースは、2019年から2020年にかけて3倍以上の速さで成長しました as it had during the previous 5 years.With all the changing consumer habits,marketers and brands are under pressure to keep up,often with expectations defined only yesterday,by continually evolving in a timely manner.And the トレンドは変わりそうにない:
- Digital factors are expected to influence 58% of U.S.retail sales by 2023
- 消費者の48%が主にオンラインで買い物をする予定であるのに対し、主に対面で買い物をする予定の消費者は~17%に過ぎません
- ~75%の消費者が、実店舗でのショッピングとデジタルショッピングの組み合わせを望んでいる
The quick takeaway is consumers are increasingly online,whether shopping online only or using online channels for aspects of their journey.This all comes back to a point made above — エクスペリエンスがカギ.
Meaningful digital engagements happen through personalization — ensuring every experience with your digital presence is tailored to each customer or prospect.This is done by dynamically showing content,including recommendations and offers,that resonates with your audience’s real-time interests and intentions.This starts with your website,but it goes on to include every digital channel you’re on.
The importance of omnichannel can’t be overstated.Today’s consumers use an average of about 6 touch points.And whether engaging on your website,app,email,and social channels,customers and prospects expect consistency — consistency of content,messaging,and experience.The good news is that getting omnichannel right creates a virtuous loop — you use tailored content to drive interactions,and each interaction offers more data to glean for insight.
This isn’t,of course,a new message.But it’s a critical reminder if you haven’t gotten on board.According to the トレジャーデータ/マーテックアライアンス、マーケターが来年改善を目指す上位3つの領域は次のとおりです。
- 物理的体験とデジタル体験をつなぐ(50%)
- オムニチャネル統合マーケティングキャンペーンの開発(37%)
- リアルタイム体験の提供 (35%)
3.Speed your content velocity
So,you’ve connected and activated your data.And you’ve connected your channels to enable consistent omnichannel experiences.There’s one more key ingredient to ensuring you can meet your customers where they are with consistent and relevant experiences: content.Lots and lots of content.
あなたが好きなら経営幹部の75%以上が、コンテンツが顧客生涯価値を高めるための戦略的な鍵であると回答しています。,your question is likely something like this: How do I produce enough? At Sitecore,we are constantly looking for ways to do the same thing.And we’ve found that a huge piece of the puzzle is how your team works.
When marketing departments use multiple tools,disjointed systems,and convoluted processes that inhibit collaboration and visibility,this severely limits their productivity.In fact,the two go hand in hand.Streamlined collaboration is as much about visibility as it is about communication and workflows.Each member needs to know what’s currently being worked on as well as what’s already been produced.
以前にも話したり書いたりしたように、コンテンツの再利用、リミックス、再利用は非常に重要です.But you can’t reuse something if you don’t know it’s there.Likewise,if someone has created a press release,for example,you should be able to pull an aspect of messaging from that for a social post.Visibility is essential,but モジュール型のコンテンツを作る は、コンテンツの再利用と再利用を可能にするさらに優れた方法です。
Depending on your organization’s digital maturity,this may all seem like a lot or like it’s just within reach.No matter where you’re at,we can help.We’re passionate about helping organizations reach their customer experience goals.Whether 8,000%のROIを実現,サブスクリプションを115%拡大,or offering 100万ドル以上の節約,the intelligent implementation of our platforms is driving digital transformations with impressive results across the globe.
Whether you’re looking to understand your customers,embrace omnichannel,increase collaboration and visibility,or complete a digital overall,our suite of solutions can do it all.From complete to composable,Sitecoreのソリューションについては、こちらをご覧ください.