![]() ![]() In today’s uncertain times, consumers demand an end-to-end experience that provides value, quality, convenience, inclusivity, and sustainability. It requires elevating the consumer experience This improves consumer understanding, empowering brands to directly engage with individuals and target their personal needs, all powered by AI. To achieve this, CPG brands need to leverage data from multiple sources, such as point-of-sale, e-commerce, social media, loyalty programs, surveys, and third-party providers, and combine them into a single view of the consumer. This requires CPG brands to gain a holistic understanding of consumers and build brand equity through tailored data-driven marketing and experiences. They need insights in order to know them and orchestrate customer journeys as well as identify interactions that contribute to customer lifetime value (CLTV), churn, and loyalty. Our approach It starts with dataīrands are looking for ways to understand consumers better. Identifying ways to understand and adapt to evolving consumer preferences along with delivering direct-to-consumer engagement is integral to enhancing the customer journey. While their presence boosts satisfaction from “good” to “very good” 70 percent of the time, their absence turns a “bad” experience into a “very bad one” 89 percent of the time.” The remainder-ambiance, expertise, and touch-and-feel-amplify the baseline level of satisfaction. That is, the presence or absence of these factors determines whether a customer judges a particular experience as good or bad. The first four-convenience, choice, navigation, and payments-are indispensable. “ Our recent survey of 6,200 customers in China, France, and the United States uncovered seven CX factors that directly influence customer satisfaction. According to Gartner®, “TX is a strategy that creates superior shared experiences by intertwining the multi-experience (MX), CX, employee experience (EX), and user experience (UX) disciplines.” A sophisticated customer experience is the goal, but more importantly, it is delivering a total experience that meets or exceeds customer expectations. Research on this topic brings home how critical this is.Ī recent Harvard Business Review article brings home how critical this is. It requires a shift from customer experience (CX) to what Gartner® calls total experience (TX). Giving customers these choices require brands to have synergy across multiple experience disciplines. Others prefer to avoid personal interaction and choose a tech interface whenever possible. Some customers prefer human interaction, others self-service across digital channels, and many require a combination of physical and digital. Giving them the option to choose what messages they want to receive along with when and how they receive them is essential for creating a successful journey. Journeys are no longer linear and are driven by the customer-be it the consumer, retailer, or distributor-who determines the preferred path including any stops, starts, and detours along the way. How can brands accomplish this when not all customer journeys are alike and consumers are in control? The pressure is on CPG brands to meet these accelerating expectations and answer these unspoken questions that are top of mind for consumers. ![]() ![]()
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