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Chapter 9Stage 5—Nurture

The best time to plant a tree was 20 years ago. The second best time is now.

—Chinese proverb

Organizations in this stage focus on the customer and building strong relationships through automated trigger-based dialogue. Relevant conversations happen in the customer's preferred channels (see Figure 9.1).

Figure 9.1 Sitecore® Customer Experience Maturity Model™—Nurture Stage

The Nurture Stage

If you think about the analogy “crawl, walk, run, fly,” the Nurture stage is where you pick up speed and begin to run. Speedy execution is essential. But, when it comes to mastering the Nurture stage, crossing the finish line in a leading position is more about maintaining a steady, high pace as in a marathon running event and less about being the fastest sprinter.

Fundamentally, cross-channel nurturing is the process of systematically inviting conversation, listening, and then engaging with your audience—where and how each customer prefers. If you can generate relevancy for the customer, you may be able to establish a fruitful dialogue.

Listening (listening digitally) is key. Detecting meaningful digital interactions and intent-filled signals enables you to capture data and progressively increase the relevancy of the dialogue. Do this effectively and you earn the trust of your audience. Leveraging this trust in a timely way can enable you to gain commitment—conversions ...