Marketing Technology Will Improve the Customer Experience

Increasingly, call centers are using marketing-based technology to broaden their reach and better target their prospects and customers with purchasing opportunities. Among these technologies are artificial intelligence (AI), which can help with personalization of offers, intelligent automation for an improved customer journey, and data management and analysis, which can help improve the customer experience.

According to a recent study released by research firm iResearch, marketing leaders increasingly believe investment in new marketing technologies (MarTech) will drive significantly increased revenues. The study found that more than half (51 percent) of marketing leaders felt that investment in MarTech could increase revenues by 10 to 40 percent over the next five years. However, many companies are still lagging behind the curve. The study also found that 59 percent also admit that they haven't been allocated enough budget to deliver truly effective digital transformation.

“Marketers are driving growth like never before," said Liz Miller, VP and principal analyst at Constellation Research. "To do this, marketing needs to rely and trust in the tools and technologies at their disposal. They need to connect with peers across the entire customer experience ecosystem to orchestrate a singularly contextual engagement strategy. This strategy cannot be based on how the brand wants to communicate to buyers, but instead needs to take that rich and relevant voice of the customer and translate it into business.”It's clear that organizations need to build broader initiatives to implement and use the marketing technologies that can improve the customer experience and the customer engagement strategy.

“Marketers are driving growth like never before," said Liz Miller, VP and principal analyst at Constellation Research. "To do this, marketing needs to rely and trust in the tools and technologies at their disposal. They need to connect with peers across the entire customer experience ecosystem to orchestrate a singularly contextual engagement strategy. This strategy cannot be based on how the brand wants to communicate to buyers, but instead needs to take that rich and relevant voice of the customer and translate it into business.”

“Data, intelligence, and automation - the cornerstones of the marketing technology stack - are critical to empower marketers to lead this growth charge without compromising our capacity to tell the story of our brands with our customers," added Miller.


Edited by Erik Linask

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