Micro-Experience Reality 1 – Personalized Customer Touchpoint Campaigns
Transformation is nothing new. The replacement of funtional benefits based on experience is one of the first indications of transformation. As technology penetrates every moment of our lives, we can now trace our digital steps in full detail. This allows us to create sophisticated customer travel maps, which is itself a form of transformation.
Data-driven marketing is now an integral part of our daily lives thanks to personalized offering mechanisms and detailed customer purchasing journey tracking.
All these developments affect customers as well as organizations. In addition to the diversity of customer touchpoints, we can also say that all touchpoint practices differ. Today, it is impossible to define a single customer experience. Therefore, organizations have to manage every touchpoint separately. Customer experience can be defined as the sum of micro-experiences with all purchasing components such as touchpoints, products, processes.
At this point, we should consider touchpoint-based micro-experience management to be an integral part of our data-driven marketing approach...