Everyone agrees the power has shifted. Control once held by corporations and brands to guide customer engagement is now in the hands of individual consumers. “So you work with it,” shared Jeff Winter, Pitney Bowes vice president, marketing and communications, software, during the latest #PowerofPrecision chat. “Now companies compete on customer experience to win.”
A3: Storytelling and video allows us to connect in ways that other technology won’t allow yet. #PowerofPrecisionBryan Kramer (@bryankramer)
Winter shared his insights during an engaging global discussion on the importance of technology’s role in enhancing customer experiences. He was joined by special guest Bryan Kramer, CEO of Purematter, speaker and best-selling author. Kramer noted a glaring disconnect in today’s marketing process, tweeting that what “many are marketing most often does not align to the actual consumer experience.” He added, that "86 percent of consumers will pay up to 25 percent more for a better customer experience,” he shared.
“When data is used to enhance an experience, trust goes up,” Kramer tweeted. Technology can generate more accurate analysis of customer needs and preferences. That data, he explained, can then be used to build a winning customer experience and actually transform a good experience to a superior one. The effectiveness of video as a tool in creating a positive client experience was highlighted. "Video has been king of content for years,” posted Winter. “People learn faster, engage longer, and take actions more often after viewing a video more than any other approach.”
The hour-long chat, recently honored with a PR Daily Award, was again hosted by noted business adviser Brian Moran and drew another large, vocal global audience, representing enterprise and SMB perspectives. While opinions on the path to achieving a good customer experience varied, the experts agreed that a personalized customer experience is essential today. As for the role of technology overall, Winter projected, 'the power of technology will filter out all the noise & hassle of today’s customer experience and deliver only what the customer wants."
Here is a summary of the chat. Next #PowerofPrecision chat is Strategic Partners that Help Advance Business.