Your customer-facing functions aren’t co-ordinating. And it shows.
Customers can’t distinguish between digital products and marketing channels — they only recognise you as a single business. They expect the mobile app to know which pages they were browsing on desktop, which email ad they clicked and which items they purchased in store — one cohesive experience.
Offering a seamless, personalised experience across all digital and off-line channels can pay off. In a recent report, Forrester found that “enterprises with high levels of alignment across customer-facing functions like marketing, customer experience and digital report 2.4 times higher revenue growth and 2.0 times higher growth in profitability than those with some or no alignment.”
It’s not uncommon for product teams to use different processes, tools and data from the rest of the organisation to understand their customers better. But how can teams come together to reconcile the difference in the insights they find using separate tools and datasets?
