Our leaders share CX insights on how brands can improve agility, orchestrate experiences across digital and physical domains, and how your data strategy should drive personalization.
June 4, 2021 | By Kalev Peekna and Ryan Horner
The pandemic changed consumer behaviors and accelerated digital transformation—from facilitating remote work to delivering products and services via contactless experiences.
Companies quickly introduced new services and delivery models to maintain business continuity and reach customers in new ways, and consumers tolerated customer experience (CX) growing pains as everyone adjusted to unprecedented circumstances.
Transformation is really about how brands apply a digital-first mindset to every customer interaction.
So, what happens now? Brands must evaluate the products and services created during the pandemic and decide what should be maintained, fine-tuned or retired. One North leaders Kalev Peekna and Ryan Horner shared the following CX insights in our quarterly publication Version Next, Now and on the Agile World podcast on improving agility, orchestrating experiences across digital and physical domains, and how data strategy should drive personalization.
Be better, not faster.
Apple wasn’t first to market with a smartphone. They did, however, learn from what competitors like BlackBerry delivered, and then improved upon that with a better customer experience. Customers expect more.
Orchestrating brand experiences across digital and physical experiences fuels customer delight. Today’s savvy consumer expects a frictionless brand experience, regardless of how or where that interaction takes place.
Siloes are killing your CX.
It’s essential to have the right stakeholders seated at the table from the beginning. Too often, there are silos or a perception that the product is owned by a single function. From day one, your team must include expertise from functions such as marketing, product, IT, design and lines of business.
Personalization is essential.
To drive personalization, it’s critical to have the right data and an understanding of that data from the very beginning. “Without data, you’re driving blind,” says Horner. When using data analytics to drive personalized experiences, brands should focus on the totality of the customer journey and pinpoint where on that journey personalization can deliver the most value.
Almost all personalization is not just data-centric but data-driven.
For more perspective on how to construct an end-to-end customer journey, check out our latest issue of Version Next, Now: Unified Digital Experiences at Scale.
About the Author
At One North, Kalev Peekna brings a cross-platform, user-focused approach to innovations in brand development, design, data analysis and technology, and helps clients apply those innovations to their strategic aims.