#48 Customer Experience Trumps Channels and Mediums

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 17 December 2019

⏱️ 5 minutes

🔗️ Recording | iTunes | RSS

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Summary

Part 4 of how to create an agile brand. We need to stop thinking only in terms of the individual channels we reach customers through. Instead, we have to think of our customers in terms of their overall experience with our brand. As noted, customers are becoming more and more “device agnostic” and you could even say they are “channel agnostic” as well. Whether they choose to visit a store, or shop on their phone, text, tweet or even make a good old-fashioned phone call depends on many external factors brands can’t anticipate. To combat this, we must make our communications, marketing, commerce and customer service agile and channel-agnostic as well. This is what creates a great customer experience.

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Transcript

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0:00.0	This episode is brought to you by Shopify.
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0:20.0	co-deekk slash special offer or Lowercase. That Shopify.
0:24.0	dot coe dek slash special offer.
0:27.0	Hi, this is Greg.
0:29.0	Look for my book The Agile Brand on Amazon or on my website at the agile dot world.
0:34.1	Welcome back to the agile world podcast this is Greg Kilstrom in the last few
0:41.0	episodes I've been talking about how to create an agile brand.
0:44.0	I started with understanding that change is the only constant.
0:48.0	Then I talked about identifying when evolutionary versus revolutionary processes are needed.
0:55.0	In the last episode, I talked about making adaptivity and collaboration part of your culture
1:01.0	and how really this anticipation of change and abrasive change really needs to start from within.
1:10.0	In this episode I'm going to talk about how brands need to focus not so much on channels and mediums and tactics, but more on customer experience and a holistic experience.
1:23.2	As I mentioned earlier in an earlier episode, consumers aren't really paying so much
1:28.9	attention to which channels they want to access or interact with a brand on. They don't really
1:35.7	consciously think that they're going to use their laptop computer to send an
	...

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