“In high performing organisations, everything starts and ends with the customer.” Ken Blanchard, Leading at a Higher Level
With KPI’s geared towards achieving targets, Operations designed to meet functional silos; and Management (instead of those closest to the customer) often making decisions around processes, many modern businesses are still very much doing their own things and not working together to the benefit of the end customer.
Even the marketing team is often fragmented, with the ‘digital team responsible for that;’ and ‘that falls under the CRM team;’ etc. Can you believe I still hear these comments daily from ‘marketers’? People are employed to do whatever their job title states: Head of Digital, Head of CRM, Loyalty Manager etc. and this is where the conflict lies: with their objectives, which are not the customers’.
Argos has recently claimed to be the first multichannel retailer in the UK to generate £1bn of m-commerce revenue in a year. Presumably they will be closely followed by John Lewis soon. Neither of these businesses will have achieved this level of sales without giving the best customer experience whilst using their mobile devices. Most of their products are available elsewhere, but they make it easy as well as having a strong range and good price point; and the customers keep coming back for more.
It is the capture of the various interactions across touch-points and contexts; and the data within these contexts that deliver value back to your business. If done properly, their experience of these contexts will keep them coming back for more.
So, what businesses should learn from this is that they need to make the relevant investment into delivering the best customer experience. Invest in teams that- rather than focusing on different elements of marketing - focus on optimising the customers’ journey, interactions and experience across all of the different touch-points.
You need a new way of marketing; one that engages your customers on their terms.