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.