As data becomes ever more central to business operations, companies that market with disparate data sets and tools will fail to drive a superior customer experience, writes JASON BALDWIN, Consulting Director at Acceleration.
In a world where the competition moves quickly and customers expect increasing levels of engagement and service, companies that do not have an aligned marketing technology and execution will reach a capability plateau and decline as the customer experience they deliver falls further and further below customer expectation.
The solution is simple, go to market, company-wide, with an aligned approach to customer experience and engagement driven by insightful data and supporting toolset. However it’s difficult to execute. The reality is that it’s not a single, delivered once solution, it must be seen as an ongoing capability evolution.
Developing a unified approach to customer engagement
Creating a successful CRM strategy using data at the core requires a balanced approach, the need to drive complex multichannel interactions leveraging value adding data (creating the best customer experience) and pragmatically delivering new capabilities to execute with the business.
Creating a successful CRM strategy
1. Recognise the current reality
Assess your organisation’s current ability to deliver. Look realistically at the current multichannel execution capability; the data supporting campaign execution processes, skills and tools needed. A good test here is the ability for the organisation to adopt a new campaign strategy.
2. Align business processes and data value with customer experience
Understand what data is valuable to your organisation. It’s crucial to apply the insights gained from your data to the way in which you operate. The focus must be constantly on the customer experience that you want to deliver. Success here depends on having access to the right data and insight at the right time to architect and orchestrate the customer experience. Supporting processes need to be flexible and scalable in order to adapt quickly to changing customer journeys.
3. Build the business organisation, skills and tools
It’s important to determine and hone the campaign and channel execution processes, then properly align customer and business data with the CRM tools – this is imperative if you are to gain a holistic and informed view of your customers and how this translates to the engagement and experience delivered to them.
The benefits of a unified, data-driven CRM approach
Understanding the data driven engagement capability end to end, from insight and strategy, through configuration and delivery, to reporting, optimization and attribution will allow for the ongoing optimization of the customer experience. The ability to change the customer experience with full knowledge of what the upstream and downstream impacts are (people, process, data and system) will position your organization to adapt quickly. Optimization of multichannel campaigns can be achieved and an improved customer experience can be engineered. It also opens the opportunity to effectively apply machine learning, but that’s for another article!
CES: So long, and thanks for all the beer!
Last week, the Las Vegas expo showed off its fun side with state-of-the-art technologies for enjoying beer, writes BRYAN TURNER
From craft beer-making machines to robots that pour beer, CES had more beer than usual in Las Vegas last week. And even free beer if you found the right stand. Stampede’s saloon-style booth offered beer to visitors who tried out its latest drones, virtual reality, and other gaming products. No beer tech, though.
Here are some of the beer technologies that stood out:
LG HomeBrew – Craft beer made at home
LG’s HomeBrew craft beer-making machine, debuted at CES 2019, brings the brewing process home thanks to single-use capsules, a self-cleaning feature, and an algorithm optimised for fermentation.
Like a Nespresso coffee machine, the beer maker uses capsules, which contain malt, yeast, hop oil and flavouring. At the press of a button, LG HomeBrew automates the whole procedure from fermentation and carbonation to ageing. A companion app lets users check HomeBrew’s status at any time during the process, from their handsets.
The beer machine not only offers a simple way to make craft
Designed with discerning beer lovers in mind, HomeBrew allows for in-home production of batches of more than 4 litres of beer in a variety of styles. The following five distinctive, flavoured beers are available now:
- Hoppy American IPA
- Golden American Pale Ale
- Full-bodied English Stout
- Zesty Belgian-style Witbier
- Dry Czech Pilsner
The only catch? It takes about two weeks to make, depending on the beer type.
“LG HomeBrew is the culmination of years of home appliance and water purification technologies that we’ve developed over the decades,” said Dan Song, president of LG Electronics Home Appliance & Air Solutions Company. “Homebrewing has grown at an explosive pace, but there are still many beer lovers who haven’t taken the jump because of the barriers to entry, like complexity, and these are the consumers we think will be attracted to LG HomeBrew.”
Click here to read about the party speaker that holds beer and robots that pour beer.
CES: Alienware gets Legend-ary
At CES in Las Vegas last week, Dell’s Alienware released a family of high-end, thin, light, and affordable machines for both amateur and professional gamers – and a new identity.
Alienware marked CES 2019 as a brand milestone with the debut of a new design identity, Alienware Legend. It aims to set a new bar of excellence for what gamers want most – performance and function. Alienware says it evaluated multiple concepts and chose one that was the biggest and boldest departure from its current look.
Alienware Legend, says the company, stays true to the brand’s core design tenets, taking cues from its deep roots in sci-fi culture and its early industrial designs, to distinguish the brand from the rest of the industry. The new Legend design is optimised with cutting-edge thermal cooling technology to achieve and sustain overclocking power, improved AlienFX lighting, and ultra-thin screen borders. It also unveiled a new “three-knuckle hinge” design that reduces the overall dimension while creating a stronger assembly, all combining to yield a better gaming experience.
“We’re excited to come to this year’s CES with some truly groundbreaking products, next-gen software and strategic partnerships that will bring more people to experience PC gaming and advance the industry,” said Frank Azor, vice president and general manager of Alienware. “The legend design answers the call for more and better from our gaming community, and the new G Series laptops will make PC gaming even more accessible to those looking for high-performance gaming at a cost they can appreciate.”
Click here to read about Alienware Legend in action with the Area-51m and m-series laptops