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In the first article in this series, we discussed how a customer engagement platform (CEP) can help you drive digital strategies. The follow-up piece talked about three common approaches to CEP that companies can use to determine the best fit for their business goals. In this third and final installment, we’ll examine the dramatic results organizations can expect to see from a CEP. These include creating differentiation and competitive advantages, as well as optimizing operations and reducing costs. But to get there, companies must start by standardizing their digital marketing strategies across the enterprise with a constant emphasis on reusability.

Create differentiation and competitive advantages

As customer journeys grow to encompass multiple channels, many businesses struggle to manage their digital marketing and customer engagement programs. Not only are today’s customers engaging with companies via mobile devices and websites, in stores, at kiosks and on social platforms, but their behavior may be influenced by a number of factors, from social comments to weather to pop culture. For a CMO, it’s a constant battle to deepen customer understanding while crafting a relevant engagement strategy that evokes a progressively productive response. When combined with the necessary expertise and processes, a CEP can streamline engagement and serve as the technology core of a customer-centric transformation for your organization.

The target state of the customer-centered digital enterprise should be to create differentiation and competitive advantages—with the added benefits of optimizing operations and costs. Our experience shows that with a platform approach, dramatic results are possible. For example, a Fortune 50 company saw a 33% decrease in total cost of ownership (TCO) and a 33% decrease in time to market while achieving 100% adoption by business units. The same company also reached 100% compliance with privacy, security and legal standards while delivering best-in-class digital experiences to consumers. Another one of our customers has seen 30% cost and time-to-market savings across more than 200 brands in 50 countries. For yet another client, a global retailer, quality improvements decreased open incidents by 33% and brought ticket turnaround times down from ten days to three.

Standardize digital marketing technologies

To ensure such successful transformations, business, agency and technology teams must work collectively. Website releases and mobile apps need timelines estimated in weeks, not months. Capabilities must evolve alongside new tools, new integrations and new priorities. This requires a culture of innovation and a governance process for introducing change.

At the same time, mechanisms must be put in place to ensure cost predictability and the effectiveness of the solution. A shared vision, a clear road map, experience and a collaborative spirit are essential to getting these powerful results.

The first step toward transformation is to standardize digital marketing technologies for the entire business, including a component-driven architecture focused on reusability and shared assets for driving speed, quality and cost savings. Prioritizing reusability, new feature development and innovation ensures creative flexibility and extends the core platform across the organization.

Reap the benefits and drive value

To set themselves up for success going forward, enterprises must approach management and support of the platform as a product, rather than a collection of tools. A CEP helps make this happen.

To start your transformation journey toward CEP, consider these two ways to learn more about optimizing quality, increasing speed and reducing costs with a platform approach to digital marketing:

Download our white paper “Transform customer engagement with CEP.”

Schedule a workshop to analyze your company’s current ecosystem, business priorities and high-level challenges—and start charting a path to a clear and achievable road map.


About the Author

Steve Chitwood
General Manager, Digital Consulting

Steve Chitwood is a 20+ year veteran in the digital marketing, ecommerce and marketing analytics space. He currently leads Mindtree’s Customer Experience (CX) consulting practice where he focuses on strategy, technology and operations of transformational digital customer engagement programs for global enterprises. When not immersed in operationalizing omni-channel personalization at scale or harnessing disparate sources of customer data to drive actionable insight, he enjoys fly fishing and woodworking at home in Colorado.

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