In this installment of TheCustomer News, Rafer and his guests tackle the latest customer engagement headlines.
- CX moves across channels
- The high price of bad UX
- Data source complexity keeps growing
Roundtable Discussion: Customer Loyalty did several 360’s over the past year, leaving brands and their technology providers to figure out how best to re-engage.
DATA “DEVICE-IVENESS”: CX IS MOVING ACROSS MULTIPLE DEVICES
ACCORDING TO GOOGLE RESEARCH, 98 PERCENT OF AMERICANS SWITCH DEVICES DAILY BUT 9 IN 10 STILL EXPECT A SEAMLESS CUSTOMER EXPERIENCE ACROSS CHANNELS AND DEVICES. CONSUMERS ARE EVERYWHERE ALL THE TIME. HOW’S A MARKETER TO KEEP UP?
Omnichannel – that term that means everything, everywhere, all the time – as it turns out, is really expensive. And tracking customer moves in order to try and anticipate their next steps is obtrusive, creepy and in some places, illegal. Brands need to meet basic customer expectations for access – yes. But tracking micro-movements isn’t going to work. On the other hand, brands get a lot of latitude for being authentic and transparent. Maybe basic brand authenticity is the cure.
USER INTERFACE FACE-PALM: THE $900 MILLION PRICE TAG OF BAD U-I
A NEARLY BILLION DOLLAR BOONDOGGLE FOR CITIBANK CAME FROM A BAD USER INTERFACE FOR CITIBANK. THE ERROR PASSED THROUGH THREE SETS OF EYES BEFORE TYING THE COMPANY UP IN COURT. AS WE FOLLOW UP ON THIS STORY, THE LESSON REMAINS: COMPANIES ALSO NEED TO BE UPDATING THEIR U-I.
An unoptimized user interface. A series of mistakes that are being blamed on bad UI just cost one of the largest and most technologically capable companies in the world $900 MILLION dollars. And the courts are saying they’re not getting it back. Rather than make this story about Citibank’s misadventures, let’s make it an object lesson in user-centric design. Human-focused design matters – and it now has a price tag.
DATA BE NIMBLE, DATA BE QUICK: AGILE MARKETING = AGILE DATA MEASURING
ACCORDING TO ONE EXECUTIVE THERE ARE UP TO 235 DATA SOURCES RELATING TO SALES AND MARKETING. THAT’S A LOT OF DATA TO KEEP UP WITH TO HAVE A SEEMLESS C-X. HOW DO YOU KEEP TRACK OF, MANAGE, INTERGRATE AND KEEP COMPLIANT ALL OF THAT?
Did you just say 235 data sources??? I think that’s on the high side for most companies but it still serves to illustrate the point that data integration is not a simple thing. If you spend your work day working out customer solutions, you likely have some idea of the variety of data sources required to make your customer engine run smoothly.
But think about this – now that customers have the right to ask for their data to be deactivated or erased, that becomes a pretty serious undertaking.
Find past episodes of TheCustomer News here.