Econsultancy, in association with Magento and eWave, recently invited brand marketers for a roundtable event in Hong Kong to find out how the marketers are optimizing customer experience today.

Jeff Rajeck has shared the major findings from the roundtable.

Rajeck says, “Marketers told us about their best practices, trends they are noticing and challenges they face when optimizing the customer experience – and wthe highlights are summarized below.

Best Practices

1. Create an integrated and delightful experience

First off, participants agreed that there should be a close integration of offline and online channels to provide a consistent experience to customers. One buzzword mentioned for this approach is ‘channel-less CX’.

Others noted that integration was not enough. Marketers should also aim to delight customers at each touchpoint to differentiate their offering from their competition. This, one argued, would allow the brand to avoid commoditization of their products.

2. Provide a different experience than distributors

Additionally, brands which had both D2C (direct to consumers) and distributors should seek to differentiate themselves from their distribution partners by providing unique offers. These could include product exclusives, limited editions, product ‘bookings’ and a unique display of the brand’s product universe”.

How brand marketers are optimizing customer experience in 2018

Econsultancy
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