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

Figure 4: Key Questions and Strategies to Consider while Creating a Customer Experience Strategy b) Activate Customer Experience Across Touchpoints at Scale A customer interacts with the brand or products across various touchpoints. The interactions can be a result of marketing campaigns or through word of mouth and is not the same for each customer. Some customers learn about the brand through paid media channels, e.g., social media, while others might learn about it through organic search or see a store on their way to work. Therefore, it is critical that different cross- functional teams collaborate to provide the best experience a customer can have across these touchpoints. Activating customer experience across touchpoints at scale is providing consistent and seamless experience to your customers across different touchpoints. It involves understanding customer personas and journeys and leveraging data and real- time insights to tailor experiences at an individual level. It also requires organizations to democratize data and, align KPIs across different teams, and take a customer centric approach to provide the best possible experience to the customer based on their needs, preferences, and behaviors. Customer Journey Orchestration is the next level of optimization and personalization strategies, and tactics companies usually deploy. It is all about leveraging data across the journey touchpoints, channels, and sources to personalize every moment in the entire experience across the journey funnel. This is a challenging task to accomplish since it involves organizational shift in mindset, adopting agile ways of working, and pushing the boundaries to achieve a unified goal. A lot of time, companies have siloed systems and functions that inhibit activating consistent and seamless experiences across touchpoints, channels, and devices. For example, marketing, channels, customer experience, testing and personalization teams have different objectives, measure different KPIs, and use data from disparate systems. Moreover, these teams sometimes fall under different orgs and departments (e.g., CMO, CDO) leading to different objectives. As a result, the customer experience is disjointed, leading to low customer satisfaction. © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 50 The Three Most Critical Aspects for Implementing Holistic Customer Experience at Scale