Lisa Arthur, Author, Big Data Marketing
Customers expect a consistent, value-based and individualized experience across all touchpoints — digital and physical. However, this is one of the most difficult aspects of managing the customer experience. How can we establish a process that enables us to create the best customer experience across all channels?
It's important that marketers get much more individualized with customers, Lisa Arthur, Author/CMO Advisor said, citing Peter Drucker, who defined marketing as, “To understand the customer or prospect so well that the product or service virtually sells itself.”
Marketers are struggling with this, she said, because of the tenuous relationship between how much personalization customers want, and how much data they feel comfortable handing over.
“It’s our imperative to understand [those customers], their individual preferences, behaviors, to then in turn offer them something of value,” she said.
In this session from MarketingSherpa Summit 2016, Arthur will draw from the ancient concept of two parts (yin and yang) — creating a unified and balanced whole — to reveal the four essential elements of customer engagement. When an organization obtains alignment on these crucial elements, it is able to create a unified experience across all touchpoints.
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