Goodbye Funnel, Hello Flywheel: How to Build the New Customer Experience (CX)

From mobile devices to chatbots and other smart agents, new digital experiences continue to hamper customers’ travel. Leading brands not only tolerate change but also embrace disruption, transforming the customer experience (CX) into a more humane experience with meaningful customer touchpoints that generate greater engagement and deeper loyalty.

What drives the new CX? The CX handlebar.

The concept of a steering wheel in this context is simple: it is essentially a virtuous circle in which the more points of contact with the customer are created, the more data is obtained and the more data leads to more personalization and ROI for points of greater contact of productivity and abundance with the client.

Goodbye funnels

The announcements of the future will undoubtedly be completely different from those we know today. Marketers will use AI technologies, such as digital assistants, intelligent agents, and cognitive services, such as visual research and natural language processing to engage customers. It will be more natural, customizable, and frictionless. And it breaks the traditional idea that marketers can only reach their customers in linear stages.

The funnel – the foundation of more than 100 years of sales and marketing teams – is rapidly becoming obsolete. Created in 1898, the AIDA funnel model (Consciousness / Importance / Desire / Action) led consumers from a general state of consciousness to final purchase in a linear model.

But that was before and now it is based on data.

Hello flies

Today’s consumers, especially the digital Y generation, are shopping in new ways. Cars are abandoned in large numbers. They look for mobile assessments in physical corridors. They post their purchases on social media. They can join the CDJ at any time.

In today’s world, a purchase may be just the beginning of the CDJ, as marketers turn their attention to new businesses, such as retention, expansion, and defense.

Start with the cloud

The cloud is the decisive instrument for the success of the wheel. Help marketers unlock the potential for data mountain growth: 2.5 million bytes of data are created every day, with 90% of all data in the world created in the past two years.

From the internet to customer service and POS systems, data must be collected, managed, and aggregated in the cloud.

Create meaningful touchpoints that generate insights

Think of modern touchpoints as consumer “action points” that help steer your wheel. They work to boost engagement with the CDJ.

At the same time, these touchpoints must work to collect data and help you build more comprehensive customer profiles. With high-quality primary data, you can create more personalized touchpoints, making your steering wheel even better.

Win trust

Internal studies at Microsoft Advertising have shown that today’s most engaged consumers are willing to share their information, especially if it adds value and saves time. That said, today’s consumers also expect brands to respect their privacy and protect their data. This must be done transparently and respectfully.

The key to successful data management is transparency and guarantees. Consumers must be in control of their data with opt-in / opt-out functionality and full disclosure of how the data is used.

Based on Microsoft Advertising research, other best practices include switching cookies to primary data, creating new internal standards for data collection and use, and reducing the amount of consumer tracking. [Microsoft and Advertiser Perception Survey of 213 Marketers and Agencies in the U.S. and the UK, December 2018 to January 2019.]

Fly the future

Marketers have been talking about reaching the right person with the right message at the right time for years. But the success of the wheel depends on a newer mantra: the right strategy with the right data and the right technology.

How can companies make CX wheels spin faster? The answer lies in more data, artificial intelligence, and machine learning (ML). With the right strategy, the right data, and the right technology, companies will further transform the customer experience as they continue to look for new ways to improve customer relationships.

From personalization to suggestions and predictions of consumer behavior, A / B testing, website optimization, and more, AI is at the forefront.