In this first episode of 2019, we are joined by Matilda Hansson (Digital Product Manager) and David Fuentes (Information Technology) of Dometic to talk about how switching to inRiver PIM benefited their company as a whole. After facing challenges with their current PIM system, it was time for a change. Implementing inRiver PIM ultimately reduced company costs and increased efficiency. Sounds almost too easy, doesn't it?
Hear Matilda talk about:
Hear David talk about:
Do you have a topic for PIMtalk or would like to be a guest? We're always looking for great speakers and content. Email us at PIMtalk@inriver.com.
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The age of the customer is upon us. It is now clear that what differentiates top performing organizations in 2019 won’t be price or functionality - it will be customer experience. To some, customer experience (CX) is the ease in which customers access information, conduct transactions, or engage with a brand online. According to Forrester, however, it is much more than that. Customer experience impacts more than what is offered or sold online, it is omnichannel and must encompass all customer touchpoints before, during, and after a purchase.
“This new world requires leaders to think and act differently.” Forrester
How to build a better customer experience in 2019?
Start with the customer - Delivering or creating an exceptional customer experience needs to be viewed as a catalyst or gateway to innovation focused around the customer. This means building processes internally and externally to support customer needs and aligning resources accordingly.
Why? Without this innovation and commitment, the customer experience won’t be meaningful enough to matter. You’ll lose the engagement and with that the revenue, but you might also lose the customer entirely.
Context is everything - Building great experiences starts with context. Without context, the customer is not engaged, the experience is not personalized, and you’ve lost the opportunity to build a relationship.
“Context is your cue, but you need to use that context to deliver individual experiences, and that means rethinking your entire content supply chain,” according to a recent CMO.com article.
Consistency matters – Seamless engagement across channels - whether online, in-store, or another scenario like social commerce, is core to a great customer experience. Consistent access to the same content, imagery, product descriptions, or pricing information helps to build consumer trust. When data is inconsistent, brand trust, and customers seek alternative sources for information.
The competition for attention, and ultimately, conversions are higher than ever as traditional methods for securing customer preference, and loyalty have changed. Price matching is standard practice today and loyalty needs to be earned via positive experiences, not just positive purchases.
The only way to compete in this omnichannel world is to deliver an exceptional customer experience from the beginning of an engagement through the post-purchase experience. It starts and ends with innovation and a commitment to exceeding customer expectations. Focus on context and consistency across all channels and keep evolving as customer expectations do. Don’t be afraid to experiment, after all, innovation sometimes needs some bold moves to leapfrog the competition.
Want to learn more about customer experience? Tune in to the PIMtalk podcast, "How to Deliver a Great Customer Experience" featuring Carlos Hidalgo.
About the Author
Johan Boström is Co-founder and Evangelist at inRiver. Johan is a senior business leader with over 20 years of experience leading international technology companies and is one of the founders of inRiver. Follow Johan on Twitter here @.
The last week of the year is often a time for reflection, both personally and professionally, and more often that not, resolutions are made. Marketers in the e-commerce world think about so many aspects of marketing, merchandising, and customer experience daily, it is hard to think of resolutions to set the stage for a better 2019.
Here are our top three resolutions:
1. Quality over quantity: Too often marketers try to create more, do more, and end up producing content that isn’t high quality. It’s tempting to give into every ask from a sales team or other content requests without thinking of the broader strategy and mapping back to the original content plan.
Quality matters to the consumer. Don’t rush to produce a product description or image that isn’t exactly as it needs to be. Take the time to translate or localize, resize for a specific channel or medium, or personalize if possible. We produce so much content, but studies show typically 5% of content accounts for 90% of customer engagement. Focus on what works and leave the rest.
2. Context matters: Context is what makes a great piece of content or image relevant to your buyer. Content needs context or the consumer will not feel emotionally connected or engaged.
A picture of a boat or a car is fine as part of a bigger campaign, but show a family waterskiing off the boat or road tripping down a sunny country road and voila - you have context. This goes for just about anything including furniture (shop the room), fashion (shop the look), or tool set (unboxing video). Context engages and connects the buyer and the biggest bonus? Context drives conversions.
3. Customer experience for the win: Marketing teams work diligently to create omnichannel experiences, amazing promotions, and everything in-between. However, the best e-commerce marketers know if the focus is not customer-centric, the likelihood of true engagement is low.
A predictions post from 2018 in MarTech Advisor said, “Price is out. Experience is in.” And this is very true. The top e-commerce performers in 2019 will offer the best customer experience across the board. This means consistent product information, seamless online and off-line buying, and easy access to anything needed to make a purchase. Social commerce is here to stay. Buyers want simple and streamlined, so make sure you provide both every step of the buying journey.
While 2019 is not going to be dramatically different than 2018, e-commerce is always evolving. Organizations that don’t focus on delivering exceptional customer experience, quality, and context for their buyers may not make to 2020.
Want to learn more e-commerce best practices? Download your copy of Turning Browsers into Buyers here.