Reimagining The Customer Experience

September 8, 2016 0 Comments
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To the digitally empowered customer, the experience matters more than products and pricing. As a consequence, the vast majority of marketers are making the customer experience the focal point of the branding, design, delivery and differentiation of their products and services.

This research isolated the most impactful ways retail, travel, and hospitality marketers are leveraging those technologies to reimagine the customer experience. It also cautions marketers that an investment in technology alone will not delight customers. Marketers who want to differentiate their brands must also define and develop customer experiences that are fun, relaxing, or inspiring.

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Ultimately the most successful experiences are the result of a blend of art and science, and a lot of experimenting with the marketing, media, sales and merchandising mix.

This research shows how the customer experience investments of retail, travel and hospitality leaders like Disney, Hilton, Best Western, STORY and Lowes tend to focus on six core areas. Individually, each of these dimensions are important to customers. When these six dimensions are used in clever combinations, they have the potential to redefine what customer experience is in the digital age by creating 360-degree, multi-sensory, and multi-channel experiences.

To help marketing leaders take action to improve their customer experience, the analysis breaks down 18 specific ways leading marketers in the travel, hospitality, retail and restaurant industries are leveraging technology to reimagine the customer experience. At the end, it details best practices for transforming the customer experience within the constraints of a traditional marketing organization.

About the Author:

Stephen Diorio is an established authority in growth and go-to-market innovation with over 25 years of experience helping CEOs, Boards, and CMOs create new growth and enterprise value by leveraging advanced marketing practices and digital technology. He is the lead analyst in the Forbes Marketing Accountability Initiative and a Partner in Profitable Channels where he helps CEOs, Boards and CMOs create new growth and enterprise value by leveraging advanced marketing practices and digital technology. I've helped hundreds of marketing leaders take advantage of the most current marketing best practices and digital technology to grow faster, differentiate their customer experience, and reduce selling costs. He has helped over one hundred leading sales organizations drive net new growth—including Merrill Lynch, Intuit, Armstrong, American Express, CBS, DuPont, IBM, Janus Funds, Morgan Stanley, Ricoh, SunTrust Bank, Staples, UPS, and US Bank. He a Director of the Brand Publishing Institute, and Author of Beyond e: 12 Ways Technology Will Transform Sales & Marketing Strategy (McGraw-Hill). Mr. Diorio holds an MBA in Marketing from the University of Chicago and a B.S. in Engineering from Bucknell University.

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