Transform the Customer Experience
Create a seamless customer experience by breaking down silos and unifying your data.
Forecasting for your business is nearly impossible. Continued lockdowns, uncertain economic conditions, and moving work and even school to your kitchen table make long-term planning difficult for today’s business leaders. But companies that put the customer at the center of everything they do will find success despite the pace of constant change.
B2C companies of all kinds need to create new and meaningful interactions, driven by personalized buying experiences and contextual service at every step of the customer journey. For most companies, this also calls for a renewed focus on relevance, safety, and accessibility for customers. It’s time to fundamentally transform customer experiences, and that can only happen by fundamentally transforming your business, too.
This step-by-step playbook is a companion piece to our Transform the Consumer Experience Customer 360 Guide, which gives you all the tools you’ll need to unite commerce, marketing, experience, and service silos for better customer experiences. As you read, you’ll learn how a unified view of your customers will help you transform experiences in response to their changing needs.
Three steps to transformation
Chapter 1: How to create commerce experiences that drive growth
Consumers have fundamentally shifted the way they shop. If deliveries are arriving at your doorstep every day, you’re not alone. The consumer response to COVID-19 lockdowns was to take their dollars online — digital commerce grew 71% in Q2 of 2020. And what started as a reaction to store closures has become our new normal.
Companies are experiencing unprecedented demand online, even greater than a typical holiday surge, with new traffic, conversion, and spending records.
In fact, 68% of U.S. shoppers expect to keep buying essential goods online even after restrictions from COVID-19 have faded away. That means it’s now business critical to improve digital commerce experiences as quickly as possible.
Empower your customers to shop from anywhere
Vice President of Digital, e.l.f. Cosmetics
Give employees the tools they need to succeed
Connect commerce across your business
Internal silos are the Achilles’ heel of customer-centric transformation. To build end-to-end solutions that meet the needs of your customers throughout the entire purchase process, you need to create connections across your teams and technology stacks.
First, develop reference architecture to communicate the vision and strategy of your solution to business executives and stakeholders. Then, you can unify your customer data — with a single identity for each customer — across your consumer touchpoints and digital communities, for truly unified customer experiences.