Igniting Customer Connections: Fire Up Your Company's Growth By Multiplying Customer Experience & Engagement

Part Three

An ROE² Primer

So far in Igniting Customer Connections, we've seen empirical evidence that by multiplying experience and engagement you can dramatically impact your company's bottom line. But in our increasingly complex world, the real question is this: How do you build customer connections without creating an overwhelming amount of complexity?

It sounds so simple. You need great content to send a relevant, compelling message to your customers, multiple digital (and traditional) channels to deliver that message in an effective way and at the right time, accurate measurement to determine the level of success in achieving your goal and to improve your approach and content, and technology to fuel the process in real time.

But it's complicated. Each of these four key elements poses a unique set of challenges. Each has evolved significantly during the digital disruption of advertising and marketing—and continues to change. Your organization's ability to pick the right approach and tools makes a big difference. Plus, each of the capabilities must not only enable the others, but also enhance them. This tight alignment requires close collaboration and management. What is the consequence of not getting these elements to work together? Imagine a beautiful car without an engine, or a smooth highway without a car.

I can't tell you how many times I have worked with companies that have invested millions of dollars in a data platform, only to find that they're not able to activate ...