A 2018 Forrester Consulting study found that for 80 per cent of business decision makers surveyed improving their company’s customer experience was among their top priorities in the year ahead. So was increasing customer loyalty (81 per cent). In the new age of customer experience, a combination of data and creativity will set leaders apart. Industry experts also pointed to a greater focus in 2019 on personalisation, more immersive mobile experiences, and a companywide approach to strategic accounts
1. Data-driven creativity will set exceptional customer experiences apart
The most innovative companies are pulling data from across multiple sources to create a unified view of the customer in real time. It’s this mix of creativity and intelligence that is essential.
Forward-looking organizations are already thinking about how to integrate their data with creativity. One way this is being done with great results is by bringing data and analytics specialists into the creative process early on. This way, they actively participate in the process of creating campaigns and in-store experiences helping the creative team better understand the changing behaviors of consumers both online and off.
In fact, McKinsey research found that companies that already integrate data and creativity in their day-to-day practices actually drive two times the growth of companies that have those capabilities but manage them separately.
2. Doubling down on experiential commerce
Experiential commerce is on the rise and requires a shift of mindset across the organization. It involves shifting strategy to focus on the ongoing relationship with the customer rather than closing a single transaction. Doing this will require creating more engaging content in 2019 with an emphasis on nurturing customers.
この記事は Businessworld の April 27, 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Businessworld の April 27, 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
Gauging Trumponomics For India
Despite some shortto mediumterm headwinds in trade and immigration, the broader Indo-US vision of counterbalancing China’s influence is expected to ensure continued cooperation under Trump 2.0
Reflections on Consciousness and Creation
Indian-American DEEPAK CHOPRA on the nature of the universe, the digital fabric of existence, and the power of a conscious mind
MORE TAKE TO DRIVING IN STYLE
High-end luxury vehicles are no longer part of a niche market, but a rapidly expanding segment of automobile sales, driven by changing consumer preferences, rising disposable incomes and better infrastructure
India's Growing Affinity for Swiss Watches: A Luxury on the Rise
NDIA'S ROBUST ECONOMIC growth, projected to exceed 6 per cent in 2024 and 2025, is fostering a rising demand for aspirational products. As disposable incomes increase, particularly among the expanding middle class, luxury goods such as Swiss-made watches are gaining popularity.
An ENRiching Outlook
KPMG's latest report shows energy CEOs being optimistic about the sector's outlook. ANISH DE, Global Head, ENRC, KPMG speaks to BW Businessworld's Arjun Yadav on what's driving this confidence
Paving the Path to a Sustainable Future
Salesforce's ESG journey has made an impact beyond the company. SUNYA NORMAN, SVP of ESG Strategy and Engagement at Salesforce, shares more on how the tech giant integrates sustainability into its core operations, supporting global goals while empowering employees
LEADERSHIP TRANSITION AT XIAOMI INDIA
Xiaomi India is experiencing a leadership evolution, beginning with Muralikrishnan B's departure as President by the end of 2024. This change underscores Xiaomi's shift towards nurturing local talent amidst dynamic global shifts. The story tracks key transitions from Manu Kumar Jain's leadership to Muralikrishnan B's impactful tenure, along with recent strategic hires, highlighting Xiaomi's alignment towards market adaptability and consumer focus
WEAVING SUSTAINABILITY
Once a modest home textile manufacturer, Jindal Worldwide has evolved into a vertically integrated textile powerhouse, spanning critical segments of the yarn and fabric value chain
FORCE FOR GOOD
FY24 saw capacity expansions for Century Enka in nylon and polyester segments, along with investments in modernisation, renewable energy, and safety initiatives
REIMAGINING TOMORROW
For V-Guard, tomorrow signifies progress, driven by today's actions, setting the foundation for future growth and value creation for all stakeholders