Let me start by saying: I’m all about the data.
I’m an advocate of one-to-one marketing. I think behavior-based targeting is an essential part of the marketing mix. And, I’m certain that machine learning and other forms of AI will become so core to marketing as to be a virtually invisible element of areas such as personalization.
But, please, marketers, I implore you: Don’t get so caught up in all that contextual personalization has to offer that you overlook the art of discovery.
“How we show up in the world and how we treat others matters”—in life and in marketing.
Leon Logothetis reminded attendees of this during his keynote at Energize Growth’s CLIC 2017. Logothetis is the star of the acclaimed Netflix series “The Kindness Diaries,” author of the book of the same name, and a global adventurer and philanthropist.
Millennial and Gen Zers expects businesses to be responsive and relevant, according to “The Digital Lives of Millennials and Gen Z.” The study, conducted by LivePerson, surveyed more than 4,000 people ages 18 to 34 from Australia, France, Germany, Japan, the UK, and the United States.
Good morning! One bacon, egg, and cheese or two?
That’s how I’m welcomed whenever I walk into Andrew & Frank’s Deli in Astoria—even when it’s more like lunchtime than breakfast hour. And, believe me, this place has far more frequent customers than me. Even so, the guys who run the deli know my favorite order, and know there’s an equal chance I’m getting breakfast just for my daughter (long after I’ve eaten) or for both of us.
That’s the kind of one-to-one experience many marketers strive to deliver at scale, and that Don Pepper and Martha Rogers, Ph.D., predicted would be reality—at scale—in The One to One Future. For years, Don and Martha’s message changed the outlook and career direction of countless marketers. Based on recent conversations I’ve had, it still does. In fact, to me, one-to-one marketing has never been more possible, relevant, and in this time of ever-rising customer expectations, vital.
CX is a whirlwind of change.
- Personalization is improving areas such as marketing communications, promotional offers, and recommended next-best actions.
- AI and machine learning in marketing (e.g. retargeting) and service (e.g., chatbots) is helping companies to provide more relevant experiences.
- Vendors impacted by business model changes such as the growth of the subscription economy and by disruptive competitors are increasing their focus on customer success to improve retention.
- Mobile is spurring and supporting the growth of proactive service and support.
And so is AI.
- Customer journey mapping is experiencing a resurgence, buoyed by new supporting technologies and access to more and better data.
These are just a handful of the trends impacting customer experience leaders and their organization’s CX practices.
When service excels, it drives business.
This is evident from the results cited in the “Service Industry Outlook: 2017 Research Report,” by Service Strategies. The report highlights finding from surveys and interviews with executives from 50 technology firms.
When it comes to marketing, creativity and data are inextricably linked.
Two areas under the spotlight in marketing today are creative and data. In the past they were often dealt with in silos: The stereotype was that the creative team worked on projects such as gut-based branding and ad campaigns, while the data analysts focused on tasks such as market mix modeling and segmentation—rarely collaborating on campaigns. Today creative and data are two sides of a coin that double its value.
One marketing leader who’s a proponent of the creative/data partnership is Jamie Gutfreund, global CMO of Wunderman. During her upcoming session at DMA’s &THEN 2016 conference in Los Angeles she’ll be pulling back the curtain on trends to watch in 2017 and beyond. I caught up with Gutfreund jetting between meetings and asked her for a preview.
Day one of Forrester’s CXNYC2016 conference was overflowing with thought-provoking insight. Here, a Storify with a few standout quips from the day.