Adding context to an experience used to mean knowing “something” about the time or place a customer is in…be it in the moment or in the next best point of interaction. In the evolution of customer experience, context has been a key gating point, signaling the difference between knowing your customer is facing a blizzard versus a heat wave. But as the customer becomes more saavy about what experiences “should” exist, molding their expectations even more acutely and raising expectations, marketers must start to redefine what context is and differentiate a contextual experience from a clever campaign.
What are the implications of failing to deliver contextual experiences to today’s connected customer? Have the complexities of the enterprise, including our own strategies, solutions and systems, made the delivery of highly relevant, contextual experiences feel impossible? How are today’s business leaders redefining contextual in order to actually put the customer experience in context of the customer and the business?
The CMO Council, in partnership with SAP, kicked off a discussion into the advancement of the contextual customer experience. Beyond campaigns and beyond CRM, this discussion focused on the new meaning of context, in total context of the customer and the business. Adding their insights to this one-hour interactive webcast were brand marketers working to advance their personalization and experience strategies along with experts in context, experience and looking far beyond CRM.