Less is more when it comes to evaluating customer experience. Then again, maybe more is more — when it comes to creating a seamless customer experience in the first place.
Those were two of the topics discussed during Extole’s intimate “Modern Marketing Essentials: Design, Technology, and the Customer Experience” event at Waterbar on San Francisco’s Embarcadero. Thought-leaders Danny Sullivan, Sephora VP of Mobile, and Caleb Elston, Co-Founder and CEO of Delighted, joined Extole CEO Matthew Roche to talk about the pace of change for digital marketers.
Matt’s opening remarks kindled things. He pointed out how fire, one of the earliest technologies, brought people together and fostered conversations between them. Since that time, though, marketers have been trying to recapture the conversations that technology has enabled — and now referral marketing allows marketers to do that, by fueling and sparking personal recommendations into an engine of customer acquisition.
Caleb Elston’s team at Delighted, meanwhile, is distilling the evaluation of customer experience into its most streamlined form. (That would be the epitome of “less is more.”) Their app’s main focus is to help brands understand how their customers feel; in today’s mobile world, traditional customer surveys offer a less-than-desirable user experience.
Speaking of mobile experience, Danny Sullivan rounded out the evening’s presentations with a look at the intersection of design and technology, and how a “more is more” attitude helps Sephora create seamless mobile experiences for its customers.
By understanding how design and technology together impact the customer experience and by optimizing their marketing strategies to accommodate the two, marketers will not only begin to see an uptick in dollars, but an uptick in loyalty and retention.