Next time you open Netflix, I hope you give it a try.
When you see tailored recommendations, when the platform starts playing the video from where you stopped on the iPad, stop and write down the experience.
How these experiences really make you feel?
Does the equipment handover make you excited and grateful?
Again. Imagine turning on Netflix again.
Your recommendations have disappeared, replaced by unfiltered content lists. The list feels random, but you would expect at least a few shows to be of random interest. they are not. Which episode did you finish watching on the iPad? You have to scroll back and forth to find your location. In the end, you may only rewatch part of the episode “for safety’s sake.”
If you are like me (I’m sorry if you are), you will react more to this moment of friction than a moment of seamless performance. The seamless experience is largely invisible—it is not felt—and a bad experience cannot be ignored. Based on how bad it is, it will bother you and sometimes make you question your life choices.
It might even push you to Hulu or Disney+, or other platforms you trust more.
The digital experience you provide to your customers plays the same role.
In 2020 and 2022, cross-industry digital transformation has been accelerated, creating new expectations for customers’ personal and professional lives.
For them, being happy is not the culmination of their experience as a customer; it is the cornerstone of your relationship. Buyers today have more choices, and disruptors are acquiring and retaining new business through the experience they provide to customers.
These new expectations provide great opportunities for those who are willing to rethink their digital experience, and great risks for those who do not.
So why do so many companies fail to meet these expectations?
Is it because they don’t care about the customer’s experience? Sometimes-but usually not. Most companies want to provide a pleasant experience.
The reason they don’t do this is mainly because the single point solution put together cannot clearly understand the customer.
After all, large-scale companies are constantly adapting. As new needs and opportunities emerged, the company introduced a single solution network to solve discrete problems: CRM to manage customer data, CMS to build websites, and marketing automation to scale up work.
Over time, as you add more solutions, your company’s technology stack will become more and more clumsy A barrier between you and your customers, not a bridge. It prevents you from getting the agile reports you need and makes automation more complicated than it should be. It makes personalization unreliable and fragmented messaging.
Since the advent of the digital age, the status quo has always been dependent on separate CRM, CMS, and automation tools. This is a necessary evil accepted by many marketing leaders-even though it creates friction for customers.
So, how do companies today win?
By providing a first-class, unified digital experience that exceeds customer expectations. To do so requires two basic elements.
Any marketing based on assumptions is doomed to fail. In order to provide each customer with the correct digital experience at scale, reliable, organized, and actionable data is required.
Not just “who are your customers?” but “who are This customer? ‘How and where do they interact with you digitally? What do they need you to do now, and more importantly, what do they need you to do next?
At HubSpot, we built Customer code Keep this philosophy in mind: use the data you have access to and don’t abuse it. However, in order to use the data you collect to create a better digital experience, all your customer-facing teams need a single source of truth for that data—a key factor that companies that still use patchwork solutions cannot reach. This is where centralization comes in.
Providing a seamless experience across touchpoints is actually a transition from a temporary point solution to a well-designed unified platform that provides a single customer view. When CMS coexists with key sales, service, and marketing tools in a centralized system, every customer-facing team knows how customers interact with their business, and more importantly, they can help.
This is the key: if you want your marketing, sales, and service teams to provide a great experience, You must give them a chance to fightYou can do this by aligning and unifying the systems and data they use.
For example, consider repeating visits to your pricing page. If both marketing and sales can see this event, the marketing team can send discount codes or useful resources to contextualize your pricing, and sales can provide guidance or product demonstrations.
With this centralized platform and tool set, you can view and predict customer needs and take immediate action. You can use the latest insights about customer needs, questions, or interests to customize the digital experience on a personal level and across touchpoints—just as they expect you.
CRM that meets today’s customer expectations
The way to meet these business challenges is not just to use CRM. You may already have one of them. If you are really unlucky, it may even be two. It may not allow you to easily complete any of the operations I just described, and may not provide the seamless experience customers expect.
Instead, you need a CRM platform designed to meet today’s extremely high customer expectations; you can adapt to changing customer expectations, adjust your team, and adopt it without difficult change management battles. (No, there is no downhill battle for change management).
To achieve this digital experience at scale, you need to rethink the basic components of the experience itself.
The customer-facing part—your website, email content, advertising, membership portal—is the most important. However, only touchpoints supported by modern, purpose-built CRMs can provide personalization and timeliness, distinguishing ordinary digital interactions from elite interactions.
Whether it’s Netflix, HubSpot or your corner cafe, providing an excellent customer experience is the key to getting through uncertain times, thriving in the digital-first era, and ultimately achieving better development.