Gartner, the renown American research and advisory firm providing information technology related insight for IT and other business leaders located across the world, has just published its latest report, entitled “Three Steps to Enrich the Customer Experience With Contextualized Communications“.
The document begins with a foundational hypothesis: “Personalized and contextually relevant communications improve organizations’ relationships with customers and constituents. IT application leaders who deploy customer communications management and web content management solutions synergistically can deepen customers’ engagement and loyalty.“
But the publication does not limit itself to theoretical arguments. On the contrary, Gartner explains how to concretely achieve the above-mentioned engagement and loyalty – precious commodities for any marketeer – using a three-step approach.
The first step is to “Shift your communications initiative from a tactical, ‘push’ perspective to a strategic focus on the customer’s perspective inward“. This approach consists of re-thinking the customer journey, moving away from the idea that “a person starts being regarded as a customer when he or she buys a product or service, and stops being one when the warranty period or subscription expires.” Instead, they suggest embracing a new, broader perspective based on the customer’s lifetime value.
Moving to the second step, Gartner recommends to “Move from single-channel to multichannel distribution, and from multichannel to cross-channel communication.” It is common knowledge that customers increasingly interact with organizations via a variety of channels and devices, and they expect content to be consistent across those channels. However, the report underlines how companies should not just disseminate information to the highest possible number of devices, but rather rationally choose the ones that support the achievement of specific business goals, even if that still involves the use of “good old paper” in the communication mix. In other words, a cross-channel communication approach is highly desirable to face today’s consumers’ needs, but it needs to be based on specific business and consumer insights. (Confused about the difference between multi-, omni-, and cross-channel communication? This is the article for you).
The third and last step, “Orchestrate communications solution components, instead of relying on a single monolithic system“, focuses on the relationship between CCM and WCM technologies. In particular, five areas require consideration “when deciding whether to combine/consolidate, integrate or just interoperate CCM and WCM technologies”: customer records, business processes and workflows, personalization, content, and presentation.
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