As part of our Burning Questions series, SmarterCX sat down with some of the top CX minds at Oracle’s ModernCX 2019 to discuss what customer experience strategies companies are moving away from, and what they think will be the focus moving forward.
Hear what CX leaders have to say about what strategies are now considered outdated in our video interviews, or read their quotes below.
Great content is more important than the actual time an email is sent
Email is alive and well for sure, but there are some practices that we used to think about when doing email marketing that are no longer relevant, and one of them is this need to send an email on a particular day or time. I remember marketers talking, “11:00 AM on a Tuesday is the best time to do it.”
But, now with machine learning, you an actually understand when your particular customer is the most successful in engaging with emails and reading your content, and that’s when machine learning and automation can adjust the email to be sent. If you have great content, that’s what’s becoming a lot more important than the actual time.
Arpine Babloyan, Director of Acquisition Marketing, Verndale
A one-channel basis was the old standard
Not focusing on a one-channel basis – I mean that used to be the old standard. Email was the only communication channel, but today it’s really multichannel. Looking at social, looking at ways that people engage. Making sure that whatever engagement they’re doing, that we’re providing the topic that’s pertinent to them, and then making sure that we reiterate that on an ongoing basis.
Daniel Jay, Director Channel Marketing, Ellie Mae, Inc.
Email was the sole tactic
Email was the response to everything. “Oh, it should be email, it’s email, email.” Doing email as your sole tactic. Now we’re finding that while emails in themselves are a very successful tactic, but connecting them to other channels is really the better way for the best experience.
Instead of just having an email saying, “Learn about our products, click here,” which goes to the website, we have a ton of webinars now. We built out a big webinar channel and most of that traffic to those registration pages does come from email, but it’s a different kind of call to action. It’s creating that personable experience that they can have with us, even if its not in person.
Emilie Neumeier, Marketing Manager, Morningstar
We’re moving away from big data and moving toward purpose data
Where I think we’re going is, all of this data now has to serve a purpose. We’re going to move away from this concept of big data, to data with purpose or purpose data.
I don’t want to say big data is moving away from it. We’re not there yet, but I think we’re rethinking the data we have because everything that our consumer wants now is relevant information, relevant data, relevant things in their inbox, relevant emails.
Elida VanSledright, Digital Marketing Specialist, National Heritage Academies
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This transcript may be edited for readability.