Two-Minute Video: Customer Experience Marketing & The Single Pane of Glass
More than ever, customers have multi-channel lives. Mobile technology is amplifying this, as it rips down the division between in-store and online, and mashes up the still-growing number of digital channels. When you can call, email, browse, photograph, tweet, shoot video or post all from one device, you may wonder why some firms seem totally disjointed depending on how you reach them.
Eric Mott from Web Innovation Now shared this great two-minute video on an idea I spoke on last week in the presentation Customer Experience Marketing: the Advantage of Preference. You’ll get a quick overview of the idea of creating a unified view of a business for clients — and sharing back a full customer to the people they deal with.
This “single-pane-of-glass experience” is one of the ideas I use with the team at ISITE Deisgn. This of course is a path, but there are huge rewards for focusing on it.
Many people make functional products, but there’s far greater value in making something people care about. Customer experience is how providers gain preference across markets and price points. Its a path to Discover, Deliver, Delight, Disrupt and Dominate key markets.
So, in your firm, who is in charge of gaining this preference? How do you institutionalize creating delight? The best brands do this relentlessly, and this “single pane of glass” is one approach that can help.
The future of digital experiences will be built by strategists who grasp the full array of emerging business, social, and technical models. Specialties in user experience, branding, application design, and data science are laying the foundation for richer user experiences and business models breakthrough products and revenue based marketing.
3 Responses to "Two-Minute Video: Customer Experience Marketing & The Single Pane of Glass"
March 1, 2012
Great insights, Dave. Can’t wait until you share this and more with my eMarketing students at Bentley!
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April 26, 2022
Wow, I love it! Thank you so much for sharing