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The annual guide provides insights into the use of data, business strategy and CX transformation to strengthen customer relationships with insight and efficiency.
Columbia, MD., February 14, 2023 /PRNewswire/ — Merkle, a technology-enabled, data-driven customer experience management (CXM) company, has announced its 2023 Customer Experience Imperatives focused on closing the “experience gap” and delivering a complete connected customer experience.
The past few years have witnessed a resurgence of customer expectations and a plethora of new marketing technologies. Adoption of technology platforms by brands will be fast and furious in 2022, but in 2023, Merkle urges brands to invest smarter, not faster. The 2023 Imperatives is a guide to creating value – often from existing resources – by fostering long-term, loyal relationships with new and existing customers.
This year’s Imperatives will focus on actions to deepen and extend customer relationships based on the 2022 vision of Customer Data Value Exchange. Brands and consumers are still reeling from the pandemic’s residual and ongoing impact, riding unpredictable economic headwinds. Imperatives shows how brands can move beyond short-term thinking and “shiny object” strategies to build a more sustainable foundation for long-term success and improve customers’ lives in tangible and meaningful ways.
“The near-term focus on technology and talent development makes 2023 the perfect opportunity for brands to turn their focus inward to address the expected economy,” said Merck, Global CEO. “Just as companies must shift their strategy toward customers, they must now shift their thinking and behavior to focus on the ‘why,’ giving customers new or better ways to engage with their brands that deliver superior experiences.”
- Future-proof your company – With so many technology vendors competing for brands’ business, brands can lose sight of the “why” and “what” of what they have to offer consumers. When it comes to delivering a complete, connected customer experience, there must be a shared vision for the overall experience these investments are intended to support. In the year By 2023, brands will need to look inward to realign their CX mission, create a modern data base and agile delivery organization, and articulate their vision for the future state of customer experience.
- Rethink your data and tech – Information is a goldmine of insight and opportunity. But often, companies only use a fraction of the power of consumer data assets at their disposal. This is a missed opportunity for better marketing optimization and better use of data. Brands need to focus on data integration, orchestration and sanity – elements of a data strategy that are critical to achieving a consistent understanding of customers. Innovation doesn’t have to be expensive – or expensive – to be effective; Sometimes realigning the CX vision means using proprietary data in new ways.
- Make every experience a business way – Consumers want tailored, intuitive and highly responsive interactions – moments that work together to make shopping – and life – easier. Marketing doesn’t happen in a discontinuous space, so marketing shouldn’t be managed as a silent activity. Instead, it should be at the center of digital transformation to enable a holistic business experience for consumers who never stop shopping. Brands should view commerce as a powerful vehicle for building long-term relationships, as the emotional connection generated by a positive shopping experience is more profitable than the checkout process.
“If there’s one thing brands should take away from these essentials, it’s this: Creativity and innovation should be your reward for doing the basics well,” Komasinski said. “The foundation for a total experience approach – including sales, service and commerce – is that a brand’s content and channels are working together to drive action and engagement beyond the point of purchase. Brand loyalists.”
The Imperatives of 2023 are available in a downloadable e-book and will be supported by a webinar series. Visit here to download and register.
About Merkel
Merkle, a dentsu company, is a data-driven customer experience management (CXM) company focused on delivering unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofits have partnered with Merkle to maximize the value of their clients’ portfolios. The company’s heritage in data, technology and analytics underpins its skills that drive hyper-personalized marketing strategies with an understanding of consumer insights that are unmatched. Combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty and promotions drive improved marketing results and competitive advantage. Merkle has more than 16,000 employees in 30+ countries across the Americas, EMEA and APAC. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.
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