—Creating truly seamless customer experiences requires brands to consolidate their efforts in offline and online channels while merging internal factors like IT, marketing, sales digitalization, and business operations as much as possible.
There are four enablers to creating the ultimate customer-centric journey with a comprehensive business strategy and vision:
With the right technology, brands can build a unique data collection layer with the proper data consent management. In addition, the architecture should be capable of activating data and use cases in different marketing channels, not only analytics.
To reduce fragmentation in customer journeys, you first need to eliminate silos between existing teams, creating collaboration pods of multidisciplinary teams from different functions and business areas.
Brands need to think more broadly about their media channels. The web is no longer the only environment where we can capture leads. Advertising platforms can integrate contact formats, which allow us to capture user information without the need for them to reach our website. Formats such as “lead ads” on Facebook or “lead forms” in Google search engines are clear examples of this trend.
In the full Sentinel Report, find out how a strategic combination of these enablers are helping brands consolidate their sales efforts today.
We also emphasize the unique challenges and innovations seen in the financial services, banking, energy, travel, and telecommunications industries.
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The team that brought these insights together
We’d like to thank the following Globers for sharing their insights and expertise:
Pablo Monge, Angela He Chen, Pedro Carrascosa, Jose Llinares, Irene Medina, Rebecca Reed, and the Digital Sales Studio.
We’d also like to thank Matt Kendall from Cognitive Copy and all of Globant’s Design Pod and website team members who were integral to creating this Sentinel Report.
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