So how do businesses achieve interdepartmental synergy to compete on customer experience? To meet these new consumer expectations and habits, businesses must adopt the strategies and digital infrastructure that allow them to establish a unified marketing, sales, and support ecosystem. Brands no longer compete on products but on experiences (According to one Gartner study, 81% of companies expect to compete mostly or completely on the basis of CX in 2019).
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Many offline purchases, particularly in the luxury sector, originate from online research whether from peer recommendations, social media channels, or search engines. The path from brand discovery to purchase is sophisticated, involving numerous touchpoints that merge the boundaries between online and offline. 87% of organizations agree traditional experiences no longer satisfy customers (Accenture, 2018). It is imperative for these departments to think and act together to be able to adopt customer-centric business models and processes.Ĭonsumers are now more informed, savvy and demanding of exceptional service and customer experience than ever.
In order for organisations to turn their business models into a competitive advantage, they must understand that departments such as marketing, sales and support can no longer work as separate units but rather as one, seamlessly working together to drive business value through complementarities marketing is sales, sales is marketing, and support bridges the two to impove customer retention.
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