The essential shape of the enterprise marketing landscape hasn’t changed much over the years. In last week’s Revisiting The Enterprise Marketing Software Landscape, I dissect technologies into the four basic categories of marketing management, brand management, relationship marketing, and interactive marketing. Consumers are rapidly changing behaviors, and marketing as a practice is evolving dramatically, but the technologies that marketers buy continue to come in essentially the same containers.
Notice, however, all of the decision management systems employed across the marketing landscape. From interaction management to online testing to recommendations to contact optimization, marketers are using automated systems to make an increasing number of customer-facing decisions. Viewed from the perspective of those decisions, the landscape of marketing technologies is shifting under our feet.
So is it time for a new take – say, customer decision management (CDM) – on marketing technology?
Customers expect the same experience every time they interact with a company — whether it be when researching a product, completing a sales transaction, or getting customer service — over all the communication channels that a company offers. They also expect companies to have an understanding of their past purchase history and prior interactions. Finally, customers further expect that each interaction with a company adds value to their prior interactions so that, for example, they do not have to repeat themselves to a customer service agent when being transferred or when migrating from one communication channel to another during a multistep interaction.
How many companies can deliver a consistent service experience in this scenario?
Three fundamental elements are needed to deliver a consistent customer experience across all communication channels:
A unified communications model. Companies need to queue, route, and work on every interaction over all communication channels in the same manner, following the company business processes that uphold its brand.
A unified view of the customer. Each agent needs to have a full view of all interactions that a customer has had over all supported communication channels so that the agent can build on the information and experience that has already been communicated to the customer.
Unified knowledge and data. Agents need to have access to the same knowledge and the same data across all communication channels so that they can communicate the same story to their customers.