Conversations: the Next-Gen Brand Experiences

On October 12, 2017, we had the pleasure of attending an Argyle Executive Forum event—the 2017 Leadership in Digital Marketing Forum.

Argyle brought together about 250 digital marketing executives from Fortune 2000 companies to discuss a number of current business trends and challenges, including: omnichannel strategy, customer engagement, the evolution of digital, delivering digital brand experiences, and more.

After listening to dozens of keynotes, panel sessions, and fireside chats (including one by our own CEO, Ron Palmeri and Trunk Club Co-founder, John Tucker), I came home with plenty of valuable insights.

Rethinking Brands for the Digital Age

One of the most important themes that ran throughout the event was the idea that brands are now the sum of all experiences.

Before mobile became the primary consumer experience, websites were source of most customer interactions. Now, there are so many different channels you use to communicate with customers—desktop websites, voice and video calls, chatbots, live chat, email, and more.

However, these are typically treated as disparate channels, which only leads to a gap in control of the customer experience and relationship. This is why treating brands as the sum of all customer experiences was such an important theme at the Leadership in Digital Marketing Forum.

As important as it is to embrace mobile messaging to meet consumer expectations, it’s more important to think of communication channels in terms of the lifetime customer conversation—not just a single channel, but an aggregated customer journey timeline.

When Ron and John took the stage for their fireside chat, The Digital Customer Journey: How Leading Brands Are Using Technology to Better Engage with Their Customers, they dug deeper into what this idea of aggregated experiences really means.

3 Takeaways from the Forum Speakers

The speakers at Argyle’s event were from many different innovative companies across different industries. But whether we were listening to a speaker from Salesforce, FreshDirect, Jet.com, or anywhere else, there were a few main threads that ran through each panel and keynote.

After hearing all the fireside chats and thought leadership sessions, here are my 3 key takeaways from the Digital Marketing Forum.

1. The Importance of Customer Experience Across Industries

Whether you’re in financial services, retail, healthcare, hospitality, or any other industry, there’s one thing digital brands all have in common—the need for more powerful customer experiences.

There was a time when you could stand on your product alone. Or you could win a pricing battle with competitors and dominate a market that way. Now, with so many options available to mobile-first consumers, it’s increasingly important to differentiate your brand via customer experience.

2. Making Digital Customer Experiences More Personal and Engaging

In the past, all customer interactions were done on a one-to-one level. However, naturally-personal customer experiences have diminished online, allowing a giant like Amazon to emerge and consume an entire industry.

Business leaders embracing digital transformation must find new ways to stand up their brands online. The way to do this is through one-to-one mobile conversations that enable personalization at scale.

3. Customer Insights Are More Important than Ever

The only way to deliver valuable one-to-one conversations that are highly personalized is to build a deep pool of customer insights you can draw from.

Having disparate communication channels makes it harder to create a complete picture of individual customers. However, when you consolidate data into a single customer journey timeline, you can create a dashboard for your agents that helps deliver far more value to consumers.

When you have a platform like Layer helping to integrate analytics and artificial intelligence into lifetime customer conversations, you can achieve these 3 digital branding goals and start creating competitive advantages again.

Leveraging Technology to Create Lifetime Customer Conversations

When Ron and John held their fireside chat on stage, they gave a unique perspective of how these 3 takeaways come to life when a brand focuses on customer-centric experiences.

Becoming more customer-centric is certainly a mindset shift, but technology plays a critical role as well. It’s not enough to just force traditional customer communication channels into a mobile interface and hope they start delivering greater ROI.

That’s why the Layer Customer Conversation Platform exists—to help brands imagine, design, and engage in the perfect customer conversation wherever they happen.

If you want to learn more about how Layer can help your brand capitalize on the evolution of digital, contact us today for a free demo of the platform.