In partnership with Google and People Equity, datmedia recently hosted the CX done Better, Smarter, Faster summit in Melbourne. It was an opportunity for heads of marketing, digital, IT or indeed anyone who wanted to share in the latest thinking around improving customer experience (CX).
David Eglin (Chrome Lead Google Australia New Zealand) broke open the crystal ball to look at the future of the shopper journey, and how for some of the most successful retailers, that future has already arrived.
“82% of Australian shoppers conducted online research prior to purchasing products” ª
Understanding the importance of integrating the physical and digital with tools like Google Lens, and how to remove the barrier between online and offline shopping, is the path forward, he said.
datmedia’s General Manager Sam Dalzell expanded on this theme with his take on how cloud technology is the cornerstone of digital transformation and how that affects CX today and into the future.
They were then joined by Hayden McDonnell (Bendigo and Adelaide Bank), Brent Della Valle (Plus X) and Jason Pollard (Public Design Group) who shared their experiences in a lively panel discussion about the challenges and exciting opportunities presented by transforming CX in companies large and small across Australia.
It was clear that there’s no one-size-fits-all solution for the integration of digital when improving CX, but it was clear that this is something we can all do better, smarter and faster. The journey starts with strong foundational data and understanding what experiences your customer wants. Completing the loop between online and offline engagement, and not being afraid of where that can take your business, is paramount. Finally no one gets it right first time. It's vital to experiment and find out what works best for you and your customer.
If you’re at the start of such a journey, or interested to learn how datmedia can help improve CX for your company, don’t hesitate to get in touch with us.
ªSource: KANTAR/Google Future Consumer, 2019