Imagine you’re getting ready to drive your car, and when you turn on the engine, you get a mobile notification telling you that your oil needs to be changed, and it gives you a link to the nearest dealership with a 10% discount coupon. Is that event classified as a sales, service or marketing interaction? The correct answer is: all of the above.
Marketing is often regarded as the de facto custodian of the customer experience, especially when it comes to digital engagement. Hence it makes sense for it to have the best, most advanced tools for providing the delivering the optimal experience. But in today’s world of always-connected, always-on experiences, customer experience management is no longer just the responsibility of marketing, or even sales or service. Today, the entire company is responsible for the customer experience. And hence, the technology for customer experience management must allow multiple teams within a company to operate it in a unified, way delivering a seamless customer experience across all touchpoints.
In the last few years, we’ve seen the growth of “marketing clouds,” an integrated suite of tools that allows marketers to coordinate their operations on every digital channel. Enterprise tech giants like IBM, Salesforce, Adobe and Oracle all now offer their own versions of the marketing cloud, each with varying degrees of integration. Although no vendor has yet to fully integrate all marketing functions completely on one single platform, this final vision of unifying all the marketing channels is the right one.
However, companies must think bigger than the “marketing cloud,” and evolve their technology needs to demand a “customer experience cloud.” This means using the channels of email, social media, websites and call-centers to deliver more than just marketing messages, but sales and service interactions as well. All of these interactions must be powered by a single repository of customer data, allowing the customer to be recognized as the same unique individual, across every department.
The seamless customer experience isn’t just a cosmetic enhancement. Not delivering on it means a disjointed brand experience, and frustrated customers whose expectations are now being set by innovative companies such as Amazon and Zappos. Brands today don't just risk losing to the competition, they risk becoming irrelevant.
Much more than technology, delivering a connected customer experience across all channels requires a major reorganization of how companies are set up today, and ultimately a strong vision from committed leadership. It isn’t easy, but at least we can show you how to get started.
In Altimeter’s upcoming research report “The Customer Experience Cloud: How To Unify The Organization Across A Seamless Customer Experience,” authored by myself and Charlene Li, we provide a organizational, and technological roadmap for brands who want to unify the efforts of all their customer facing channels. The report contains insights and real-world lessons from customer experience leaders at some of today’s top brands, including General Motors, General Electric, Nike and McDonald’s. For digital strategists feeling overwhelmed by the 1000s of technology solutions available, the report lays guidelines for how to choose the right technology and gives an overview on the strengths and weaknesses of the leading technology vendors.
The report launches next week, on Monday, October 12. We’re eager to hear your feedback!
Customer experience is no longer just the responsibility of marketing, martech must be used by the sales and service teams as well.
Brian Solis talks about marketing to Generation “C” at the Adobe Summit EMEA in London.
How to get your business noticed in a sea of content and media.
Oracle announces long-awaited web, data, and commerce integrations for its Marketing Cloud, highlighting its big ambitions for a unified offering of all its enterprise platforms.
I recently partnered with Genesys to explore the state and future of customer experience (CX).
Sprinklr is taking on the marketing cloud bigwigs with the release of its Content Lifecycle Management platform.
We answer all the questions we couldn’t get to during our webinar on the mobile-only customer experience.
Why it’s not enough to simple be present on every digital channel
The essential steps you need to take to start building your customers’ mobile experiences.
Consumers will soon demand mobile-only experiences from the brands that engage them. Our report identifies the steps companies can take to start thriving in this new reality.
These last few years have been an interesting ride. As fun as it has been, it is the next few years that will be the most telling and also transformative if all goes according to plan.
When I published the first in a new series of reports exploring the state and future of Digital Transformation, it was almost the antithesis of a typical technology report.
Every day, there’s seemingly yet another disruptive trend that emerges out of nowhere which affects consumer behavior and the future of everything along with it.
As we didn’t have time to answer all viewer questions after the 2014 State of Digital Transformation webinar, we’ve included our responses to the top inquiries here.
Altimeter and Capgemini Consulting to Collaborate on Thought Leadership, Research, and Global Consulting
Altimeter’s recent research for its report, The 2014 State of Digital Transformation, uncovered that investing in new digital technologies (social, mobile, big data, cloud, etc.) doesn’t always equate to uniting those efforts around a common vision supported by an updated, integrated infrastructure.
As part of our open research process, I would like to extend an invite for your input, feedback, case examples, or any other insights you’d like to contribute to our upcoming research around the Internet of Things.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
Digital Darwinism is a fate that threatens most organizations in almost every industry. Because of this, businesses not only have to compete for today but also for the unforeseeable future.
I follow the Maker Movement as a consumer, analyst and also as a maker. What is the maker movement?
Businesses today are met with unique challenges and opportunities that necessitate pause. For years, management models were developed to optimize the pursuit of business objectives.
Pervasive technology fundamentally changes how people communicate, discover and connect. With smartphones and tablets serving as digital appendages, we focus on small screens throughout our day, every day and in all we do.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
Silicon Valley is more than a place, it’s a movement. While many debate where the “next” Silicon Valley will gain prominence, the point that many onlookers miss is that innovation is at the heart of the crusade.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Adobe Marketing Summit and Oracle OpenWorld both took place recently. It’s another month until Dreamforce, but I expect similar announcements to be made there.
This report defines the Collaborative Economy, looks at companies that are already moving into this space, and provides a framework, the Collaborative Economy Value Chain, which companies can use to help rethink their business models.
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise.
The End of Business As Usual explores each layer of the complex consumer revolution that is changing the future of business, media, and culture. As consumers further connect with one another, a vast and efficient information network takes shape and begins to steer experiences, decisions, and markets. It is nothing short of disruptive.
What’s a crises? We did analysis on the list of social media crises aka “punkings” to find out what went wrong, why, and what should have been done.
Engage! examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program.