Today’s experience management platforms are all following the same playbook - creating an avalanche of “signals” from scooping up all of a customer’s social media, web, email, in person and call center interactions into an overwhelming data overload that they alone provide the tools to make sense of. It’s a classic selling technique that makes a number of important – and flawed - assumptions.
At a recent conference on experience management, speaker after speaker made the case for capturing and analyzing every single interaction at every touchpoint to paint a comprehensive picture of every single step in every customer’s journey. The wisdom of doing so was a given, assumed by all on the stage and in the audience.
This boil-the-ocean approach to marketing and experience design relies on the assumption that what people have done in the past – across as many touchpoints as one can capture – is the best predictor of what they will do in the future. Behavior is clearly an important input into customer segmentation models, but it should not be the only one. Knowing what people do does not explain why and under what circumstance they might do it again… or not.
As a young associate at Boston Consulting Group, we were taught to develop a hypothesis-led approach to our research and analysis. Today, however, the conventional wisdom seems to be that boiling the ocean is better than insight-led prioritization of customers and touchpoints simply because we have the tools now to do it efficiently at scale. I wonder…
Big Data Limitations
In our view, not all experiences matter equally, not all customers who convert are equally valuable, and many who don’t convert this time are an important source of future growth. We work with clients to uncover why customers do what they do, and why prospects don’t convert. We use behavior as one input into a nuanced model of brand decision drivers. By creating defining moments that trigger the outcomes managers seek, we help create experiences at those critical touchpoints that offer meaningful engagement and differentiation.
Experience management platforms provide important and valuable input into insightful experience design. In our view, the best path to genuine insight is through smart listening, clear goals, and efficient testing to deliver high-impact, on-brand experiences that your target audience finds compelling at the touchpoints that matter most.
At Brand Amplitude, we work with clients to identify the why’s behind the choices customers and prospects make. Then we focus on creating selected, defining moments that will trigger the emotional response managers seek. We help create experiences at those critical touchpoints that offer meaningful and welcome relief.
This chart illustrates some of the relationships we see between the feelings evoked by an experience and the resulting customer perception of the brand. It is a helpful starting point for teams looking to make a greater impact on brand health, retention and profitability through the customer experience. http://brandamplitude.com/from-brand-strategy-to-defining-moments
AI is exciting and offers great potential for optimizing based on past behavior. Understanding how people might act in the future, and shaping experiences to influence that behavior, will require more ‘deep learning’ than intelligent automation alone can offer.