VARs Unite! The CX Revolution is at Hand

NEED: Purchases of goods and/or services are typically driven by need. At this stage of the customer experience lifecycle, a business identifies—and possibly even creates or reinforces—a consumer’s need for a product or service through an effective marketing campaign. A consumer’s first impressions of a brand have a huge impact on a consumer’s decision to move forward or move away from making their purchase. Enterprise platforms that support business objectives in this phase are marketing automation platforms integrated with CRM and social relationship management solutions.

RESEARCH: The next stage is when consumers begin their search for a product, service or solution that meets their needs. In today’s digital world, consumers are looking for information sources they can trust. Businesses need robust search, content management, marketing and social media platforms. These will guide consumers through the search for a product and/or service that can meet their needs. The right solution must be content-rich, well-organized, user-friendly, easy to update and able to support personalized customer experiences.

SELECT: To influence the customer’s decision, it is helpful to have a system to create and manage social and interactive experiences online. A good web experience management platform will do this across multiple channels to boost sales and loyalty.

PURCHASE: Once a business has earned customers’ trust and they are ready to buy, it’s important to have platforms to facilitate the process. The platform must be fast, efficient, secure, reliable and consistent with the information the customer has seen in earlier stages. A familiar example of this is a commerce system that helps the customer find and purchase the right product and get it in the shopping cart. The platform should be able to capture the transaction without unnecessary effort on the customer’s part.

RECEIVE. Once the customer has made the purchase, the company has to get its product out of the warehouse and into the customer’s hands. To do this, it needs an inventory system and a fulfillment platform that communicate with the commerce platform and the supply chain.

USE. As the customer uses the product, it is critical for the business to build and maintain a lasting relationship. A data-gathering platform can help the business understand how customers are using its products and how satisfied they are with the experience. This can drive the business’ outreach and marketing efforts for future engagements.

MAINTAIN. Customers expect to receive service and support through the life of the product. Knowing a customer’s purchase and support history can help businesses better resolve issues and identify sales opportunities. A master data-management (MDM) system will provide real-time access to the data the business needs. Likewise, if a product breaks down or doesn’t meet a customer’s expectations, it is key to have a solution in place that supports a high level of customer service.

RECOMMEND AND RE-ENGAGE. Finally, if a consumer loves what the business has provided, the business now has a great opportunity to re-engage by identifying other needs to fulfill. This starts the marketing process over again. With the data-driven insights the business has gained in earlier phases, it can shift and adapt its strategies to create stronger experiences. And it can harness the influence of its existing customers to promote its brand in their social communities.