Recent findings from by Epsilon and Econsultancy show that the majority of client-side marketers and their suppliers in Asia view their approach to customer experience as ‘not very advanced’. Marketers feel the biggest barrier to offering better service was the growing complexity of the customer experience and digital touch points.
The challenge remains for companies of all sizes to harness both technology and the human touch to forge deeper connections with every customer.
Speaking at the Adobe Summit in Las Vegas earlier this year, John Mellor, VP of strategy and business development at Adobe, said getting to know customers in an intimate manner changes awareness to experience and leads to an emotional connection.
This is the level of relationship all brands should be aspiring to. Creating the ultimate end-to-end experience for your customers comes down to personalisation and integration.
This is far easier said than done. From structuring a customer-centric organisational culture to strategising for mobile-first user experiences and breaking down barriers to securing the most relevant data, everything must work together like clockwork.
At this year’s Customer Experience conference, we focus on how marketers can bring together loyalty programs, CRM systems and engagement channels to build a more holistic customer experience and understand what it is their customers want.
Here’s a look at the conversations happening at the two day conference:
Day one saw speakers from Canon Singapore, IBM, Mediacorp OOH Media, MasterCard, SSI, Carat, Carlsberg, ORC International sharing their insights on customer experience 2016. We also saw a panel discussion on “The age of the customer” with inputs from NTUC FairPrice, AXA and others.
Day two saw speakers from StarHub, OCBC Bank, General Motors, CPR Vision, Aimia and Digitas LBI sharing their strategies on gaining loyalty. We also saw a panel discussion on “Is loyalty dead?” with inputs from Unilever, Aimia and others.
The two-day conference, was held at Suntec Convention Centre, is supported by Aimia, IBM and SSI, CPR Vision, DigitasLBI, ORC International and Mediacorp OOH Media. Event partners include Lightspeed GMI and exhibitor partners Vision Critical.