Many marketers today don’t really understand what today’s “new” customer wants; nor do they know what marketing strategies and tactics work anymore. We all know that there has been a fundamental shift in marketing –The old “one-to-many” communications are no longer accepted and customers, today, expect more from companies across every industry.
One thing that has not changed is the need for companies to provide excellent customer service. As a matter of fact; in today’s highly uncertain and changing environment, there is an intense focus on the customer experience – as it is a good way to help ensure companies achieve profitable growth.
In a recent Accenture study of 141 top executives from large US companies, 91 percent said customer experience is a critical part of their strategy and 80 percent said customer experience management is a way to differentiate their companies from their competitors. The big questions remain though, how do companies create outstanding experiences for customers and how can they be sure they are communicating the right messages, in the right channels, to the right audiences – at the right times?
Kevin Quiring, a partner in Accenture’s Management Consulting Growth Platform who leads Accenture’s Customer Relationship Management practice for North America discusses these very issues in a recent article titled, “In The New Marketing Environment, Customer Experience Is King“. In this article, he dives deeper into the recent Accenture survey and provides three key elements to help companies draw a blueprint so that they can redefine and establish a path to creating outstanding experiences. An article I highly recommend you read – to help you differentiate yourself from your competitors.
