A look beyond the hype – and some humble wishes
It is the end of 2021 and I do not have anything better in mind than writing a last post for the year. So let’s do it. There have been some terms that were used more than others with some of them actually being quite hyped. Some of them for the right reasons, some of them for the wrong ones. My favorites of these terms include in no particular order: MetaverseNFT (non-fungible token)RPA or robotic process automationHyper personalizationHyper automationCustomer Journey OrchestrationLow code / No codeArtificial intelligence / machine learning Hyper personalization I already did a short video that expresses my thoughts on hyperpersonalization. You cannot really avoid the term when browsing the web with anything related to CX in mind. Back in the day, what is now called hyper personalization was called one-to-one marketing. This was in the eighties. The problem was that we didn’t have the technology nor the computing power to technically implement a contextually relevant 1:1 approach at scale and in real time. That’s why we worked with segments. Now we have the technology and computing power to address individuals contextually relevant in real time, nearly regardless of the size of the audience. Technologically, this is quite amazing, and if used consciously is of great benefit for customers and prospects. But there is nothing “hyper” about it. It is still personalization, maybe individualization. My wish for 2022: Let’s do away with the hyperbole before we start to desperately look for the next hyperlative – or should I call it ultralative? Robotic process automation No doubt, RPA is an important technology. It provides a fast and easy – maybe too fast...
Your ultimate 2021 hit list of most read articles
It is this time of the year and I want to extend a heart-felt Thank You! to all my readers who honour me by investing your time into reading my posts, sharing and commenting on them. Thank You! Below is the list of the top 10 posts read by you in 2021 #10: How to avoid the looming CRM crisis #9: The Dirty Dozen of 2021 Trends (maybe I should revise this one for 2022?) #8: CRMKonvo – Freshworks on Platform, CRM and useful AI #7: Outlaw Spirit – Lessons from The Zoho Analyst Day 2021 #6: How to orchestrate customer journeys in real time at scale #5: Digitization, Digitalization, Digital Transformation – A Stake in the Ground #4: With Oracle Fusion Marketing into the Future of CRM? #3: Together, Zoom and Five9 shape a new market (well, in the light of this merger having failed … they could have shaped a market. Still, a very readable one) #2: Nimble strengthens its ability to be where the user is #1: Ecosystem Play, One Game at a Time Obviously, I do not know yet in detail what I am going to write about in 2022. however, I strive to make it as valuable for you as this year – at least Bonne...
How to orchestrate customer journeys in real time at scale
Customer journeys are as individual as customers. Every customer has different needs, preferences, knowledge, information and another way to resolve their issues. In brief, every customer has a context of their own. As a consequence, customer journeys are often non-linear and move across different channels and devices. In between the online steps there might very well be some offline steps. Customer journeys are usually emerging sequences of interactions or engagements between the customer and the business towards a goal. This goal needs to be the customer’s goal, albeit in the limitations of a business environment. Customer journeys can, in fact, be compared to conversations, which are also not linear. With this thinking, it is only a small step to the thought that customers do manage and orchestrate their journeys individually and for themselves. Consequently, there is no need to design their journeys for them. It can even be counterproductive. A better approach is to provide customers with a channel independent menu of interconnected contact points that helps them to achieve their objective, their way. With the company offering – potentially different – contact points to different customers, both parties’ needs are mostly fulfilled; the business need for efficiency, the customers need to build and follow their own journeys, and both parties’ need for effectiveness. This raises the question about why we should be interested in these interconnected contact points. The answer is quite simple. What is the objective? Companies that are working towards supporting their customers’ needs and desires have an edge over their competitors. They have more success acquiring and retaining customers, even turning them into loyal advocates....