For example, a customer of company X receives an email with an offer for a new smartphone and clicks on the call to action . The website has exactly the same branding as the email and adapts to the visitor's wishes. While ordering, the customer calls the sales department, who knows which questions are asked most often on the phone.
The package arrives, but a part is missing. The customer contacts customer service via chat. The employees immediately know who they are dealing with and see that this customer has another large order running. Company X therefore always has a good view of the customer. And the customer is assured of a consistent experience.
With a tangle of solutions, such a high-quality CEX is generally more difficult to ensure, especially if they are barely or not at all integrated.
3. Gaps and overlap in functionality
If you use a different tool for each specific marketing objective, you could end up paying multiple times for essentially the same functionality. Plus, there is no single source of truth . Imagine you have two tools measuring your website traffic and they both spit out completely different numbers. Which metric do you trust?
Another risk is that there is a missing functionality that you need to get the most out of a tool. For example, you have a keyword research tool to create relevant content and a solution to find the best influencers. Handy, but only if you can also measure the results of your efforts. Then you may have to find another tool for that.
Also read: How the new privacy law offers philippines whatsapp number free opportunities for personal communication
Various causes
These problems sometimes result from poor management, but it is usually more nuanced. For example, an innovative corporate culture can be a reason to give people more freedom to choose their own tools. Moreover, good management and the integration of systems often come with high costs. For example, more people are needed to keep everything up and running and up to date . An update for one of the systems can disrupt the entire data landscape.
Effective digital marketing starts with a clear data ecosystem. The following step-by-step plan will help you lay a good foundation.
Step 1. Inventory all touchpoints
Map out through which channels and at what moments interaction takes place with your customers. How do they first come into contact with your brand or products? In what way do they then make a choice and how does the purchasing process proceed? And what happens after the purchase, for example if the customer is dissatisfied or has other valuable feedback? This will give you a complete picture of the customer journey of the customer.