FINDING “DORY”
CUSTOMER EXPERIENCE IS WHEN THERE ARE DISCONNECTED SYSTEMS
The brand comes through as an uncaring persona.
When switching channels, the customer doesn’t feel recognized or remembered.
The brand is able to remember its own actions or engagements, to manage expectations accordingly.
MEMENTO
your brand behavior management
THE 3 UNBELEIVABLE IDEAS
IT EXISTS
The behavior of the brand with its customers does exists and it is perceived as a social one (read more).
It is the most crucial aspect of the customers’ experience.
IT IS UNDERSTANDABLE
It seems chaotic, and then it isn’t: it is the result of the overlapping in time of several systems, both internal and external.
It is a High Variety process: there are as many cases as customers.
IT IS MANAGEABLE
If there is a visible model, low-code, the business areas may be given autonomy enough to manage it without depending on IT specialists for every change.
AN EXAMPLE OF “DIGITAL DECOUPLING”
ONE TOOL, 3 DEGREES OF ADOPTION
1.- CONSCIENCE
Observe all the outbound messages to the customers to build a personal context for each one.A LIGHT PERIPHERAL INTEGRATION - A 3-months project
Integration is not done with the legacy systems but with the messaging gateways (Mail, SMS, Push…), or even with the data downloaded from the CRM.
2.- MANNERS
Intercept outgoing messages, sent from the legacies, to personalize according to each customer's context.A MESSAGE ORCHESTRATOR
A few-months project, low-risk, to activate the capacites of a marketing tool without having to migrate the legacies.
Messages get adapted to each customer’s context, taking into account all the on-going threads. A global brand experience is achieved: the «Brand Journey».
3.- BEHAVIOR
The customer is recognized in all environments. All processes are omnichannel. The context is manageable. Imagine the ultimate personalization: the segment of 1.THE CONTEXTUAL PERSONALIZATION: A HIGH VARIETY PROCESS
Each customer, in any channel, makes it directly to her unique context.
Front-ends respond to each person’s situation and provide the possible options in that channel, for that customer, with no specific code needed.
A process can be adapted, for instance if the customer is already engaged in another one.