As I went the long auditoriums of Adobe Summit the coming week in Las Vegas and listened to the company’s market and data integration narrative, I thought about the obvious disconnection that happens between brands and their patrons. With tons of data, a developing determine of tools to deliver it together and a desire to build an optimal ordeal, you would think we have been set up for thrilling customer experiences, yet we all know that is not always what happens when the rubber assembles the road.
Maybe part of the problem is that data sitting in databases doesn’t always translate into employee activity when dealing directly with consumers. In many cases, the experience isn’t smooth, data isn’t legislated from one informant to another and when you do eventually reach a person, they aren’t always knowledgeable or even nice.
It’s to the point that when my data does get overtaken smoothly from bot to human CSA, and I’m not asked for the same information for the second largest or even third hour, I’m agreeably surprised, even a little shocked.
That’s probably not the storey marketing automation marketers like Adobe and Salesforce want to hear, but it is probably far more common than the one about delighted purchasers. I understand the goal is to provide APIs to connect methods. It’s to stream data in real period from various categories of paths. It’s about understanding that data better by referring smart analytics, and to a certain extent I’m sure that’s happening and there are brands that truly do want to delight us.
The disconnect could be happening because firebrands can hold what happens in the digital nature something better than the real one. They can know at a precise stage when you interact with them and try to right wrongs or incongruities as quickly as is practicable. The problem is when we move to human interactions — people talking to people at the point of sale in a store, or in country offices or via all communications channels — all of that data might not be helpful or even available.
The answer to that isn’t to give us more digital tools, or more tech in general, but to work to improve human-to-human communication, and maybe arm those human employees with the extremely types of information they need to understand the person they are dealing with when they are standing in front of them.
If labels can eventually get these human style stages right, they will build more loyal customers who want to come back, the ultimate goal, but right now the emphasis seems to be more on technology and the digital realm. That are not able to ever achieve the desired results.
This is not necessarily the mistake of Adobe, Salesforce or any technology marketer trying to solve this problem, but the human area of the equation needs to be a even stronger phase of focus than it currently seems to be. In the end, all the data in the world isn’t going to save a label from a rude or uninformed hire in the moment of purchaser contact, and that one bad instant can haunt a firebrand for a long, long time, regardless of how sophisticated the marketing engineering it’s using may be.