Aiming for continual improvement of marketing performance with data aggregation techniques. Marketing operations brings together two or more departments to unlock business value. Done right, it works brilliantly. But there’s another idea that goes even further… uniting ALL departments for the benefit of the customer. The basic ideas behind customer experience management (CEM or CXM) go back to old masters like Caples and Kotler. But it’s only in the last decade or so that technology has made them quantifiable. Modern data aggregation techniques, informing campaign creativity with data-driven customer insights, means CI for CX isn’t an end-of-project tickbox any more. It’s now a continual process. This Slideshare shows you how it works.

1. CONTINUAL USER
EXPERIENCE
OPTIMISATION
A GUIDE TO EXCELLENCE

2. Let’s make the connections.
CI FOR CX:
CONTINUAL
IMPROVEMENT FOR
CUSTOMER
EXPERIENCE

3. 1: LINK
DEPARTMENTS
WITH
TECHNOLOGY.

4. Even when departments use the same apps, they don’t always
share the same data.
of customers think brands need
to put more effort into providing a
seamless experience.
Zendesk.
87%

5. SO STRIVE FOR A SINGLE VIEW-OF-
THE-TRUTH OF CUSTOMERS ACROSS
DEPARTMENTS, TO BUILD SHARED
UNDERSTANDING.
Because when everyone’s on the same page… everyone can contribute.

6. 2: LINK YOUR
PROCESSES
TO THE
CUSTOMER
JOURNEY.

7. When your way of working mirrors your customer’s buying
process, your customer’s goals become YOUR goals.
of customers say valuing their
time is the most important thing a
company can do to provide them
with good service.
Forrester’s Top Trends For Customer Service
In 2016.
73%

8. BECAUSE NOT ALL CUSTOMER
TOUCHPOINTS ARE EQUAL.
Assign extra resources to the most critical interaction points, and watch
your response and retention rates climb.

9. 3: LINK “BIG
DATA” TO
SMALL DATA.

10. Every business has masses of data. But real CX means turning
it into bite-size insights your people can use.
of CEOs believe they deliver a
superior customer experience, but
only 8% of their customers agree.
Bain.
80%

11. EFFECTIVE INSIGHTS COME FROM A
REAL-TIME, ACCURATE, WHOLE-STORY
PICTURE OF YOUR CUSTOMER BASE.
The right data aggregation techniques can do the heavy lifting for you.

12. 4: LINK
MARKETERS
AND NON-
MARKETERS.

13. Your best marketers may not be in the marketing department.
of their customers vs
Companies with extremely
strong omni-channel customer
engagement retain
89% for companies with weak
omni-channel customer
engagement.
Aberdeen.
33%

14. TODAY, EVERYONE IS A MARKETER.
From the people in Ops to the great reps on the help desk.
They all build the customer experience.

15. And if the experience they create is captured in your
CRM system with the right data aggregation techniques,
it becomes part of your business process.
Leading to excellent experiences, every day.

16. CUSTOMER
EXPERIENCE IS
EVERYTHING.Data aggregation techniques let you study it, optimise it, and
deliver it to more of the people who count.

17. TAKEAWAYS
• Data aggregation techniques can break down
silos.
• Data aggregation techniques can show you
the key touchpoints in your customer journey.
• Data aggregation techniques lets your
people make use of data.
• With data aggregation techniques everyone
becomes a marketer.

18. Discover how Marketing Operations contributes
to continual user experience by downloading:
OPTIMISING THE
USER EXPERIENCE
FOR OPERATIONAL
EXCELLENCE
DOWNLOAD NOW
OPTIMISING
THE USER
EXPERIENCE
FOR OPERATIONAL
EXCELLENCE
TRANSFORMSTRATEGISE EXECUTE