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本公司的使命是向客户尽可能提供最佳的交易体验

美库尔发布《2022年客户体验使命》,帮助解决新时代的客户体验问题

马里兰州哥伦比亚--( BUSINESS WIRE )--(本公司的使命是向客户尽可能提供最佳的交易体验 美国商业资讯)--以数据为驱动、以技术为依托的领先客户体验管理(CXM)公司美库尔(Merkle, www.merkleinc.本公司的使命是向客户尽可能提供最佳的交易体验 com)发布了《2022年客户体验使命》(2022 Customer Experience Imperatives)。这份高管指南旨在帮助品牌识别将会影响未来一年的关键战略考虑因素,并为企业领导者提供切实可行的见解,从而通过营销创造竞争优势。今年的《客户体验使命》探讨了数据、衡量和商业活动对忠诚度的影响这三大主题,并讨论了品牌应如何处理这些问题,从而在行业内保持领先地位。

美库尔/CXM全球首席执行官Michael Komasinski表示:“ 美库尔致力于帮助品牌领导者了解客户体验在推动其业务发展方面发挥的作用。在接下来的一年里,任何企业要想实现其目标,都必须与客户建立更深入、更有回报的关系。《2022年客户体验使命》敦促品牌领导者以不同的方式思考其业务方针。品牌通过围绕数据、衡量和忠诚度构建的强大客户体验战略,可以采取措施尽可能深化客户关系,从而将业务提升至全新水平。”

  1. 放宽眼界,从更多角度看待客户数据——数据是支撑品牌与客户建立联系的核心资产,是时候以另外的方式看待数据了。当务之急是摈弃收集大量产品和购买周期相关数据的策略。从客户体验的角度来处理数据将鼓励企业采取另一种数据采集、解释和激活方式。为了使客户体验更有价值,品牌应掌握营销漏斗的流动性,激活媒体传播,将内容策略拓展到网站生态系统之外,并针对客户体验实施新技术。
  2. 将衡量作为变革的催化剂——在竞争激烈的客户体验经济中,将衡量框架的重心从可以衡量什么变为应该衡量什么,结果将大为不同。有效的衡量框架能够衡量所有部门的活动对业务的影响。
  3. 利用商务体验提升新一代消费者的忠诚度——全球数字化转型的头20余年主要聚焦便利性:利用技术以更快速、更简单、更直观、更个性化的方式完成日常任务。虽然这些原则很合理,但行业正在发生转变,行业开始更注重关系的构建。行业已经进入新的忠诚度时代,建立忠诚度不再只靠积分和奖励,而是长期的好感和号召力。

美库尔/CXM全球首席营销传播官Erin Hutchinson表示:“ 消费者情绪在过去一年发生了极大的改变。品牌正在寻找新的途径来接触受众,并提供消费者看重的体验。通过从客户体验角度处理数据激活,衡量企业活动对业务成果的影响并高度重视客户忠诚度,品牌将能够更好地与目标受众互动,获得前所未有的营销效果。”

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微软:手头有750亿美元花不出去怎么办?在线等,很急!

当然,我们也明白随着游戏开发成本的极具增加,独立开发商越来越需要“金主”支持才能保持项目活力、维持人员生计。《双人成行》超过 300 万套的绝好销量,离不开 EA Play 和 Xbox Game Pass 在背后鼎力相助,不过“FXXK 奥斯卡”老哥约瑟夫·法尔斯和他的团队对于如何保持自主性显然十分拎得清。我们反对垄断的意义,某种程度上不是要断人财路,而是通过对巨头大物加以限制,尽可能帮助其依附者维持自主性。

但聊到这里,不知各位有没有反应过来?动视暴雪之流老牌大厂的自主性,或许也并不需要反垄断和玩家的支持才能保证吧。毕竟它可是顶着无数负面新闻和法庭仲裁,仍在 2021 年总营收高达 88.03 亿美元的“庞然大物”。要是这种体量的公司都需要被收购才能好起来,那我们何年何月才能再听到“暴雪出品,必属精品”的宣言呢?所以啊,玩家群体中针对收购的唱衰与阻拦,也不是一句所谓的反垄断就可以概括,大概还是应了那句每个“暴黑”都曾是“暴白”的怒其不争吧.

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