Attaining customer experience excellence is no mean feat. The image to the left, is an over-simplified view of what is needed to attain this. At the centre, sits the ideal customer experience. However, the four layers which precede this are:
1) Single Customer View - delivering an enriched 360 view of your audience.
2) Data - the understanding and application of 1st, 2nd, and 3rd party data sets to deliver this SCV. Starting with a solid data strategy.
3) Technology - the selection and application of the technology stack fit for your business objectives and organisational structure.
4) Content - having identified and segmented your audience and having the technology to drive your message, then ensuring that you have the correct creative assets to ensure that it's timely and relevant.