Is your martech stack keeping pace with changing customer behavior?
It's hard to keep up with quickly evolving consumer behaviors. Columnist Kevin Bobowski believes marketers will need to adapt their martech stacks and deliver a better experience to meet rising expectations.
In my previous article, I discussed the importance of delivering a great customer experience — and using Customer Lifetime Value — as a concrete, quantitative metric to understand how well your business is doing at delivering a great customer experience.
Delivering a great customer experience requires marketers to do two important things. First, marketers must organize the company around the customer to deliver a better experience. And secondly, the marketing department must capture the data to get closer to their customers. Data is the key ingredient to delivering a great customer experience.
Sprinting and still behind
So, to deliver a great customer experience, how are companies — and marketing departments specifically — keeping pace with changing consumer trends and behaviors? Unfortunately, many are not. And it’s understandable, given the rapid pace of change.