If you have always mixed the two, here’s an analogy that might help. If you have any questions, please feel free to comment below.
“Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet,” says Bob Thacker, SVP Advertising, OfficeMax.
“It really is understanding that you must be present in a conversation when they want to have it, not when you want to.” More than often the old school push mentality ruins the main purpose of social — to engage, and earn. No longer can firms just rely on their branding to count on revenue/sales.
Forrester Research agrees. In their new report, “Welcome to the Era of Agile Commerce,” Forrester notes the needs for businesses to move to an agile commerce model to “deliver relevant offers, services, and experiences to customers” across touchpoints. Each touchpoint is a part of the customer life cycle in which customers research, consider, purchase, use, troubleshoot, and share their experiences with a product or service. A multi-channel model sells across multiple touchpoints, but an agile organization engages and serves customers across these touchpoints.
If you have been following this blog for a while, my prior life with IBM had me working on IBM’s Project Northstar where the premise was to improve online experience to improve commerce ability. While working on the project, I had come across customer experience stats that cannot be ignored.
Some benefits of an agile and customer oriented web experience:
400% higher visit-to-lead conversion rate
41% lower page abandonment rate
16.6% more recommendations by customers for products and services
15.8% fewer customers lost to competitors
14.4% repeat purchase interest by customers
Quoting Bazarvoice, The agile commerce model enables organizations to offer a superior customer experience, drive more sales, and differentiate the business from competition. Customers today don’t shop in “channels.” They interact with brands across multiple touchpoints – in stores, online, via phone, on social media, on mobile devices – and expect a consistent and personalized brand experience throughout.
Also check out: 5 Key Components of an Exceptional Web Experience.