Customers, wherever they are in the world, expect a consistent experience from brands. The good news for global marketers is that by providing this consistency, they can also achieve efficiency and cost benefits for their businesses.
The most effective approach to delivering a consistent experience requires the creation of a “single customer view” through a global marketing solution. This places the customer at the heart of all activities, requiring he organization to design experiences around them.
The best way to achieve this is to align internal processes and integrate activities across the entire organization to ensure consistency and remove the risk of “reinventing the wheel.” As shown in the diagram below, this approach encourages the global marketer to design every customer touchpoint from prototyping new products, to measuring engagement with customer services.
Instead of just planning for users to download collateral in their language, the integrated approach enables the team to plan related activities from the start. For example, providing guidance and assets for customers who might make related queries via email or social media. Implementing this approach reduces duplication of effort, inconsistencies in customer experience and provides a consistent approach for measurement.
The key to success is regular communication across teams and a constant focus on the customer experience – whatever the engagement.
Stay tuned for step 2: “Create a consistent content & information architecture”