Customer experience marketing has emerged as a top priority for brands. Consumers expect brands to deliver personalised communications across platforms, channels, and time zones: they want relationships, not just transactions.
Building a fully integrated customer experience marketing strategy is essential. Professional marketers in every sector understand this new reality and are making moves to embrace it, but customer experience marketing has brought with it a wave of fresh challenges that need to be overcome.
The IMPACT framework acknowledges the importance of the customer, placing it at the centre of everything, but it also recognises that great customer experience and an enriched customer journey doesn’t come easily. Great customer experience requires the orchestration of several key organisational pillars, such as people, process and technology. The IMPACT framework is made up from these pillars; enabling the assessment of their current influence on the overall customer experience.
The framework answers three key questions for change-hungry marketers:
- Where do I start?
- Why should I change?
- How do I succeed?
Once you have the answer to these questions, IMPACT enables you to understand your readiness for change, align around a clear vision for the future and prioritise the delivery of projects to achieve it. The ongoing measurement against the pillars also enables marketers to clearly articulate the business value of their efforts to the board to empower them to drive the change they want in their business.
The slider below looks at the key pillars and some of the outputs the framework provides.
Why choose Celerity?
We are specialists in delivering scalable, powerful and personal digital marketing campaigns centred on the customer experience. What’s more, we have experience implementing multi-million pound digital marketing transformation programmes around the world.
For example, our customer experience marketing strategy has helped brands including Honda, Sky, William Hill Group and Skipton Building Society to achieve greater marketing efficiencies and ROI.
We are also an award winning Adobe partner and Salesforce specialist and can help you streamline and maximise customer interactions and return on investment from your Adobe Marketing Cloud and Salesforce Marketing Cloud suites.
Remove the roadblocks and channel your efforts towards more meaningful customer experience marketing.
To find out how you can implement an integrated customer experience strategy that delivers intelligent content at an individual level, contact one of our expert consultants today.