Supercharging CX with Data-driven transformation
Speakers: Gaurav Bhatia, CMO, PenFed Credit Union, Scott Miller and Kapil Tyagi, Digital Business Service leaders, HCLTech
Gone are the days when customer experience meant “speak to the customer and provide”. We are in the digital age now and data is the key to providing exceptional experiences, which leads to customers becoming an organizations’ biggest brand ambassadors.
At HCLTech’s exclusive session at Adobe Summit, three leaders highlighted the crucial role of customer experience in building a brand.
Brands are built on experiences fed by data and omnichannel platforms. All individuals in the ecosystem, including employees, customers and partners, must be considered with channel adaptability and people-centricity. With value chains across industries being reimagined, the consistent themes of CX, engagement transformation, leveraging data and insights and cloud adoption are at the forefront of transformation. Data that has been collected for years can now be feasibly used to deliver a connected experience.
The end goal is to foster loyalty and create brand loyalists through a connected journey that knows customer needs before they do. A multidimensional approach is required that is human-centric, value chain-aligned and data-driven.
To deliver a connected experience, marketing teams must be tech-savvy and have a foundation that is not limited to a system of experience. Personalized, tailored marketing should be member-focused, and data should be leveraged across channels.
The discussion concluded with the importance of delivering a contextualized experience across journeys with a unified customer profile. Converged operating models are necessary to provide marketers with the agility to deliver experiences in today's hyper-connected world.