During the Marketing Global Summit 2016, all the experts focused on this crucial point: customer experience can lead to a great success or to a sudden collapse.
In order to produce the right content at the right moment, we must collect all the info (provided by the very same customers), listen to these indicators, understand the big picture, anticipate their needs and identify the best actions.
During the Marketing Global Summit 2016, which took place on October 18 in Milan, all the experts focused on this crucial point: customer experience, that can lead to a great success or to a sudden collapse.
Fernando Trias De Bes, Professor of Marketing, ESADE, suggested 4 attitudes that all marketers need:
According to Patrick Barwise, Emeritus Professor of Management and Marketing, London Business School, marketers should “mind the gap”. 3 gaps, actually:
To overcome these gaps, marketers need leadership skills and to create a value zone between company and customers needs. The difference can be made by choosing 2 or 3 specific skills.
Serge Magdeleine, Group Marketing and Digital Director, Crédit Agricole, showed a clear example of how to totally rethink the customer experience, by reshaping a “Jurassic” system into a multi channel bank, proud to be 100% human and 100% digital.
He provided very practical tips like “scrumb method” (a way to go from 1 year to 3 months to design a project), “innovation pipelines” and “innovation labs” tested by Crédit Agricole.
Monica Schulze, Global Head of Marketing, Zurich, touched participant’s deep emotions, with a speech on “Transmedia Branding”: engagement with customers is perfect when:
We can do this with a great storytelling as one of the most powerful strategies to get close to our target.
Both Schulze and Gonzalo Brujo, CEO EMEA & LatAm, Interbrand, stressed on a very important tip: don’t “get bored”: if you have a great story, there is no need to change and produce new content every month. In social media era, we must be strongly aware of how fast things can get inconsistent and blurry.
Trias De Bes made the last speech with kind of a slideshow of changes over the last decades and discussed 7 hot topics (Big Data, Branded Content, Team Capabilities, Digitalization process, Disruptive business models, Efficiency measurements, Social classes adaptation).
What he pointed out is that we need to stop, take time and observe. Not all the innovations are going to be longlasting and not each and every of them we can (or must) handle. We need to accurately select trends and discard those which just are not relevant in our business.