First Things First: Redefining CX
What do we mean exactly when we talk about customer experience (CX)? Think of CX as every interaction that a customer has with your business. That may include:
- Website visits
- Customer communities
- Online chat with a customer service representative
- Mobile apps
- Display ads
- Social media
- And more
There’s a long list, and those interactions don’t end with a sale. They continue across the entire lifespan of the relationship between you and your customer. And at the end of the day, your CX should reflect what you want customers to feel and believe about your brand.
CX = The New Competitive Advantage
As competition gets tighter and pricing differences get smaller, companies need another way to set themselves apart. This is where CX comes in. Your customers may even be willing to pay a little more for your product if their relationship with you is stronger than with your competitor.
And remember, making a purchase isn’t (or shouldn’t be) the last touchpoint with your customers. From answering questions to helping them understand how to use and maintain their new product, you’re on the hook to make every touchpoint nothing short of exceptional.
So how do you do it? While it isn’t always easy, it is simple:
- Understand who your customers are and where they are in their buying journey.
- Then personalize those touchpoints.
How Sitecore & Marketing Cloud Create Personalized Experiences
Using Sitecore and Marketing Cloud will allow you to deliver a personalized digital experiences across multiple channels as a single conversation. Remember those touchpoints we talked about earlier? What if you could take them and string them together with messaging through different channels that organically lead a customer toward loyalty, from start to finish?
Quick Example: How It Works
- Imagine a customer who has purchased and received your product. Minutes after the delivery, the customer receives an email with links to “How To” blog articles on your website related to the product.
- The customer opens a couple and reads through them. At the bottom of each article, there’s a “Was this useful?” call to action. They choose “Yes” on both articles and close them.
- We know who the customer is based on their email address. We can pass that along to Sitecore to help it match an existing Customer entry or create a new one in Sitecore.
- With that Customer entry, we can track and score the content they browse and find useful. This score can be used to help drive personalization on the website.
- Now with the new integration, imagine if Sitecore could tell Marketing Cloud the customer found those articles useful and give recommendations for related articles they might like.
- With this information, Marketing Cloud could send another email a week later saying, “We noticed you found our previous articles useful. Here’s a list of related articles that you may enjoy, too.” Wow! What a great customer experience, right?
Leveraging the integration between Sitecore and Marketing Cloud can help you develop personalized experiences, empower buying behavior and strengthen your brand’s influence. In addition, you can get more value out of your technology investment since you’re bridging silos and better aligning platforms to your marketing strategy, too.
Stay tuned for part 2 of this blog post coming soon, featuring six tips for creating a great customer experience. And if you have any questions about getting started with Sitecore, Marketing Cloud or other platform integration, contact us anytime. We’ll be happy to help!