Companies Need to Focus on Delivering Superior Customer Experiences

Online, April 10, 2013 (Newswire.com) - As customer interactions become increasingly omni-channel, consumers expect a seamless and relevant experience. With products becoming commoditised, price differentiation no longer sustainable, and customers demanding more, companies need to focus on delivering superior customer experiences.

Therefore, being able to optimise the customer experience is fast becoming a key competency for digital marketers. However, traditional design and planning approaches are invariably reactive, sequential and slow.

Online testing and targeting offers a way for marketers to intelligently select and present the most effective content, promotions and experiences to customers and prospects.

"Many businesses operate on gut feel, but testing offers a way to cut through the noise, ambiguity and static assumptions. You can greatly improve the customer's end experience, in an efficient, fast and measurable way. If used correctly, far from being a slower way to evolve and improve, it can actually speed up the evolution of web, social and digital services." Mark Wilding, Director, Cognesia.

The technology behind online testing and targeting is developing fast... with support for multichannel testing, visitor profiling, advanced testing scenarios and automation features. However, finding the right balance of functionality and usability is critical for success.

"We find that marketer's are generally keen to improve the customer's experience, but find that their testing and targeting technology is not in place or is difficient. Also, while the design and web skills are usually present, the know-how and experience to successfully run tests is often not. This is where we can help." Mark adds.

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