Next time you open Netflix, I want you to try something.
When you see your personalized suggestions, as the platform starts the video right where you left off on your iPad, stop and take note of that experience.
How do these experiences really make you? feel?
Does moving the device give you a rush of excitement and gratitude?
Start over. Imagine reopening Netflix.
Your recommendations are gone, replaced with an unfiltered content list. The list seems random, but you’d expect at least a couple of shows to be of casual interest. They are not. That episode where you’re halfway through on your iPad? You will have to scroll back and forth to find your seat. Eventually, you will probably rewatch parts of the episode “just to be on the safe side”.
If you are like me (I apologize if you are), you will react more to this moment of friction than to the moment of uninterrupted performance. The seamless experience is largely invisible, not perceived, while the negative experience is impossible to ignore. Depending on how bad it is, it will haunt you and sometimes make you question your life choices.
It may even push you towards Hulu or Disney + or another platform you trust more.
The same dynamic is at play for the digital experiences you offer customers.
2020 and 2021 have accelerated digital transformation across industries, creating a new set of expectations in your customers’ personal and professional lives.
For them, being happy isn’t a milestone for their customer experience; is the cornerstone on which your relationship is built. Today’s shoppers have more options, and innovators are acquiring and retaining new business through the experience they provide to their customers.
These new expectations present huge opportunities for those who are willing to rethink their digital experiences and a huge risk for those who are not.
So why are so many companies failing to meet these expectations?
Is it because they just don’t care about the customer experience? Sometimes, but not usually. The vast majority of companies would like to offer an enjoyable experience.
The reason they don’t is mainly because the point solutions put together cannot provide a clear view of the customer.
After all, downsizing companies are in a constant state of adaptation. As new needs and opportunities emerge, companies introduce a network of individual solutions that solve discrete problems: a CRM to manage customer data, a CMS to build your website, and marketing automation to scale your efforts. .
Over time, as you add more solutions, your company’s technology stack becomes so cluttered that it becomes a barrier between you and your customers instead of a bridge. It keeps you away from the agile relationships you need and makes automation a lot more complicated than it should be. It makes personalization unreliable and messaging fragmented.
Since the dawn of the digital age, the status quo has been to rely on a separate tool of CRM, CMS and automation. It’s what many marketing leaders have accepted as a necessary evil, despite the friction it causes for customers.
So how do today’s companies win?
Delivering a unified, best-in-class digital experience that exceeds customer expectations. Doing this requires two fundamental elements.
Any marketing based on assumptions is doomed to failure. Getting the right digital experience for every single customer on a large scale requires reliable, organized, and actionable data.
Not just “who are your customers?” who is? This customer?’ How and where did they interact with you digitally? What do they need from you right now, and more importantly, what will they need from you in the future?
At HubSpot, we built the Customer Code with this philosophy in mind: use the data you have access to, don’t abuse it. But to leverage the data collected to create better digital experiences, all of your customer-facing teams need a single source of truth for that data – a key ingredient that is beyond the reach of companies still using solutions. put together. This is where centralization comes in.
Providing a seamless experience across touchpoints is really a matter of moving from ad hoc point solutions to a unified and realized platform that provides a single view of the customer. When a CMS sits alongside key sales, services, and marketing tools in a centralized system, each customer-facing team knows how customers interact with their business and, most importantly, how they can help.
And this is the key: if you want your marketing, sales and service teams to deliver an exceptional experience, you have to give them a fighting chance. You do this by having the systems and data they use aligned and unified.
For example, consider a repeat visitor to your pricing page. If both marketing and sales can see this business, the marketing team can send out a discount code or helpful resources that contextualize your pricing while sales can contact you to offer a guide or product demo.
With this centralized platform and toolset, you can see and anticipate customer needs and take immediate action. You can personalize digital experiences individually, through touchpoints, using the most up-to-date information about customers’ needs, questions or interests, just as they expect you to.
The CRM for today’s customer expectations
The answer to these business challenges isn’t just using a CRM. You probably already have one. If you are really unlucky, maybe even two. It probably doesn’t allow you to easily do anything I’ve just described, and it probably can’t deliver the seamless experiences your customers expect.
Instead, you need a CRM platform that has been specifically designed to meet today’s skyrocketing customer expectations; one you can adapt to changing customer expectations, align your teams, and adopt without a tough change management battle. (And no, there are no change management battles that are downhill).
To realize this large-scale digital experience, it is necessary to rethink the underlying components of the experience itself.
Customer-facing elements – your website, email content, advertising, member portals – are featured. But only touchpoints that are powered by a modern, purpose-built CRM provide the personalization and timeliness that distinguish an average digital interaction from an elite one.
And whether it’s Netflix, HubSpot, or your corner bar, delivering elite customer experiences is the key to navigating uncertain times, thriving in the first digital age, and ultimately growing better.