In my time as a planner I’ve encountered my fair share of clients who have struggled to identify the need for a coordinated digital strategy. The conversation tends to be along the lines of ‘we need a new approach to email’ without broader consideration of other channels and their impact.
Recommending a co-ordinated digital strategy to a client is a tricky proposition without a wider consideration of who else needs to be consulted in the business. In some cases the unpalatable truth maybe that by putting forward a strategy that may contrast with a department or persons raison d’etre. Scary stuff indeed.
It’s with that in mind that I found myself digesting an Econsultancy report on Multichannel Customer Experience. The key takeaway points are in line with my initial thinking that few organisations have an integrated digital strategy with a customer centric approach.
The real eye opener for me is that some 69 percent of companies surveyed were looking to improve customer experience and lines up with the 68 percent who see a strong link between customer experience and future growth. However with 41 percent of those companies sampled stating that they believe customer experience to be of less importance, there’s some hard work to be done by strategic planners and agencies in the field.
The challenge for business looking to conduct a meaningful strategy is to be able to effectively capture and measure insight around the online customer experience. The graph below from Econsultancy Reducing Customer Struggle Report gives the various techniques for uncovering those insights and their efficacy in the eyes of organisations.
Key take aways are that 39 and 38 percent of organisations engage in social media monitoring and Brand Buzz respectively. However only 18 percent of organisations see that as being effective. So over 50 percent of organisations are effectively not seeing the value from those listening and monitoring activities having implemented them.
It’s clear from the report that organisations are investing in digital, nevertheless the processes and workflows of organisation have to be aligned if it is to be successful in terms of its goals and objectives. I can foresee the role of planner inhabiting a more consultative role as digital becomes regarded as less of of a bolt-on, rather an integrated part of an organisation.
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