Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

The Three Most Critical Aspects for Implementing Holistic Customer Experience at Scale Shashank Katare Abstract- Businesses are increasingly challenged by increasing competition, changing customer preferences and, industry dynamics. Moreover, the proliferation of channels and customer touchpoints has added to the complexity of keeping up with these constant changes. Only organizations that are agile enough to understand, evaluate and react to these dynamic requirements can drive innovation and growth. Therefore, organizations must be creative in their consumer engagement strategy across the marketing funnel to enhance overall customer experience, measure the performance, and establish the loopback to refine the strategy. The following paper outlines concepts to help consumer businesses accelerate customer experience management. The objective of the paper is to lay out guiding principles that organizations can use as part of their business processes to create, deliver, and measure personalized customer experiences and drive growth, loyalty, and satisfaction. The paper will dive into the three most important pillars of building successful customer experiences – Design a Customer Experience Management Model, Activate across touchpoints, and Measure performance across touchpoints. These pillars have a direct impact on top-line growth and profitability by understanding “how to engage with customers,” “what strategies to deploy that will resonate with customers,” and “how to measure performance to have a direct impact on top-line growth and profitability.” Keywords: customer experience, customer journey map, measurement, acquisition, personalization, strategy, user acquisition, growth funnel, CLV, NPS , churn, case study, customer satisfaction, consumer engagement. I. I ntroduction ustomers form the foundation of a successful business. Therefore, it is imperative for organizations to maintain an ongoing relationship with the customers and provide them with enhanced experiences no matter where the customer is engaging with the business – social media, AR/VR, email, forums, apps, in-store, or call center. Moreover, customers expect brands to understand their needs, interests, and preferences and deliver content, products, and offers that are relevant and personalized. Grand View Research shows that the CX management market in the US reached $2.9B in 2021 and is expected to grow 15.3% every year from 2022 to 2030, making the customer experience a key pillar for businesses. Moreover, research by Amplify shows that 49% of consumers have left a brand in the past year due to poor customer experience, and 86% would leave a brand after as few as two poor experiences. As a result, there is immense pressure on organizations to deliver engaging customer experiences and emphasizes the importance of delivering excellent customer experiences. Often, brands are extremely focused on a particular aspect of experience, e.g., acquisition, conversion, or retention. As a result, campaigns, budget, and measurement are too dependent on the focus area. For example, paid media is a crucial touchpoint with the customer. But often, the media team sits separately from the rest of the brand, work is mainly outsourced to agencies, and the campaigns are solely focused on awareness or customer acquisition. Similar siloes exist within email, site, app, and in-store channels. Moreover, these teams do not have a unified view of data, insights, or content, and each team uses its own data or segments for targeting. This results in a disjointed customer experience. The below methodology provides a unique framework for brands to align on objectives and metrics to deliver a consistent and coherent customer experience across owned and paid touchpoints. It is critical to approach customer experience management holistically and follow the three-step process outlined below. The framework will provide organizations a way to understand data that they need, insights that they should gather, and measurement systems that they should establish. The outlined methodology will allow an organization to break down the siloes around customer experience management and enable teams to design, activate, and measure experiences at scale. C © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 47 Author: Adobe, New York, USA. e-mail: shashank.katare@gmail.com