AUGUST - 2022MARTECHOUTLOOK.COM8IN MY OPINIONLet's look to the a few customer experience leaders as we explore this topic. Walmart offers thousands of different geographic and demographic specific SKU selections across their 4700+ locations in the US. eBay offers millions of unique, customized content based on products users have purchased or categories in which they've expressed interest. Even Google uses predictive text to help accommodate (or nudge) every single user's internet experience. If you notice a trend here, then you understand the value of the customer experience in today's digital world. With more than two decades experience across multiple industries from face-to-face retail to eCommerce, to B2B lead generation and I've witnessed first-hand that the customer journey is at the center of the success of top companies. Casey, you're making this too much about you here, shifting verbiage a bit (above). Here is a simple breakdown of how you can master today's customer experience for your own business. KNOW YOUR AUDIENCE "The customer is always right." Nowhere is that mantra proven more than by digital metrics: clicks, pages per session, conversions, etc. Some of us might think we have the marketing funnel controlled via technology, with timed or exit-intent triggered pop-ups or with cleverly designed and copy written pages. These are sure to discourage anything but a positive response. The fact is everything ­ from the initial click to a completed transaction­ is controlled entirely by the user. If your ads aren't compelling, your performance will show it. If you content is trash, your analytics will show it. If your product or in-person experience is bad, don't even look at your reviews on social media, or Google. No matter your skills or the HOW TO MANAGE TODAY'S CUSTOMER EXPERIENCEBy Casey Baker, Vice President, Digital Marketing, Bank OZKCasey Baker
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