Customer experience is both a huge challenge and a massive opportunity for businesses in all sectors.
In a video webinar on the subject of how to deliver customer services excellence against a landscape of increasing customer expectations, Marketing Week taps into the expertise of The Guardian’s marketing director Sonia Sudhakar and Steve Forde, director of marketing and experience for online at ITV.
Under pressure from audience fragmentation and new disruptive market entrants, media brands have had to work particularly hard to stay relevant, while innovating to meet increasing customer expectations.
“It is more complicated now: there are more channels, more disruptors, more things taking up our attention,” explains Forde. “The interesting thing now is how data is really allowing us to enhance customers’ journeys and viewer experiences and customer experiences.”
Businesses working towards meeting the emotional and functional needs of today’s savvy, connected consumer are putting an emphasis on, and elevating the role of, customer experience. “I think people want a smoother experience, things not to go wrong, and they want to get to where they want to go and what they want to do quicker and easier,” notes Sudhakar.
The two marketers agree that executing great customer service is a blend of both brand strategy and technology. ”The technology allows you to surface those different elements that make up a great customer experience,” Sudhakar explains.
In this video webinar, you’ll also learn about:
- The importance of identifying and addressing a customer need
- Innovative products and services that improve customer experience
- How to grow customer lifetime value
- The value of more personalised and relevant experiences
- How to recognise pain points and provide alternatives