4 Ways.
A new Forrester Research report takes a look at how low-performing companies can implement strategies that high-performing companies use:
"In his most recent research, Hagen looks at the differences between
the top-performing and the low-performing firms on the CXPi. High
performing companies generally have well adopted multi-channel
strategies, and focus on making online interactions more enjoyable.
GA_googleFillSlot("dCRM-TextAds");
Largely, Hagen found that although low-performing
companies might blame budgets for misaligned strategies, it's the money
they lack, it's the perspective. In comparison to high performing
companies, low-performing companies, he writes, often complain of the
following inhibitors:
- Insufficient budgets.
- Lack of
executive support.
- Focus on online channels. (18 of 21 survey
respondents from lower-scoring companies say that improving online
usability is a major objective in 2010)
Low-performing
companies should take nods from their top performing counterparts. Such
efforts include:
1. Create (or revisit) customer journey
maps that cross channels and silos.
It's difficult to
understand what your customers want without knowing where they are
coming from. Forrester recommends creating a customer experience journey
map to lay out the various touch points the customer might have withy
you, the vendor. For instance, a customer may first get an impression
from a search engine, and then the customer visits the online channel,
leaves to consult social media reviews on a third-party portal. That
same customer might spend two weeks considering, then upon viewing an
email promotion, decide to visit your brick-and-mortar location and make
a purchase in person. That journey, although a bit complex, is nothing
unusual for today's multi-channel customer. Understanding how and why a
customer finds you and your products can befit you for reaching the
customer and providing the right messages at the right part in the
journey."
You can read the entire article here.
-Brianna