3 steps to preparing a roadmap to customer engagement transformation.
Learn more about the stages involved in preparing a best practices-based roadmap to digital transformation with this Forbes Insights white paper.
The goals of digital transformation (DX) of customer engagement—the hyper-personalization, relevancy, real-time feedback and on-the-fly agility—none of that is possible without access to relevant data available at the right time. But for many organizations, dealing with data challenges can be daunting. That often comes down to the sheer volume of data in organizations that might have decades-long histories, as well as the dispersal of that data—in multiple CRMs, on spreadsheets, in filing cabinets—much of it conflicting, incomplete, inaccurate or otherwise untrustworthy.
A validated roadmap outlines three stages to navigate these challenges with a clear path to customer engagement transformation.
1. Understand your customer, completely
This first stage in customer engagement transformation is to know who your customer is, to understand their relationships, interests and behavior, and to coalesce that information into a single customer view. Pitney Bowes’ Jesse Hoobler, global vice president, Solution Consulting, explains: “The premise behind identification of your customer is really about creating a single view. It’s about consolidating multiple data points, likely from disparate repositories, into a single, cohesive view so that you can truly engage with that customer in an effective and hyper-personalized way. Using this single view, you will truly know who they are, what they need, and how best to engage with them.”
2. Use location to add precision and context
The second stage of customer engagement transformation adds in location and context. In a mobile world, it’s no longer enough to know who your customers are; you also need to know where they are in order to deliver a real hyper-personalized and responsive experience. This phase covers both the customer’s physical context—i.e., where they are in the world—and the digital context—i.e., where they are most active on social media and their preferences around communication.
3. Create relevant communications at the right time on the right channel
The third stage of customer engagement transformation is where the preparations made in the previous two stages converge—using data to inform customer interaction. This phase, says Hoobler, is about being able to create multiple points of conversation: “It is what many people refer to as omnichannel engagement—allowing the right person, to get the right communication, at the right time, in the right place, through the most effective delivery channel.”
Creating relevant communications, or those delivered through the right channel and at the right time for the customer, requires the use of data to inform personalization preferences around channel and device, to understand response rates at different times or days of the week, and how to devise an optimal channel mix for your audience. This can be especially important as the generational divide widens over technology and preferred communication preferences, and technology can enable interactivity and two-way conversations with customers.
Learn more about the stages involved in preparing a best practices-based roadmap to digital transformation. Read Digital Transformation: Using data-driven insights for exceptional customer engagement, a Forbes Insights white paper sponsored by Pitney Bowes.
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