New marketing technologies are appearing on the market constantly and CMOs are under pressure to stay competitive and make sure their organization is making the right decision when choosing and transitioning to new customer engagement platform technology. With any new technology, there is risk and anxiety as implementation looms large, especially when the technology requires not only a different mindset, but also a different organizational structure.
Customer Engagement Platforms Demand Thinking and Acting Differently
To succeed in meeting consumers’ needs, marketers are rushing to unify touchpoints, reduce complexity, and increase agility and have high expectations of any new marketing technology they decide to invest in and deploy. The new Customer Engagement Platforms require us to think and act differently in our marketing. Campaigns, targeting, customer segmentation, transactions, and other traditional principles are being replaced with, engagements, customer personalization, and real-time interactions.
Don’t Underestimate the Challenges of Implementation
There are risks marketers face when investing and deploying new and sophisticated Customer Engagement Platforms – many underestimate the data integration process which can be more challenging and time consuming than anticipated.
Additionally, few organizations are equipped to handle customer engagement platform deployment and management in-house. Even firms with a strong IT capability may struggle to incorporate the new technologies.
Failure to acquire sufficient knowledge about marketing technology will lead to delayed implementation at best, and at worst could result in a deployment that fails to meet internal and customer expectations. If the right expertise is not used the complexities often require sacrifices of capabilities and oftentimes it’s a major capability marketers have depended on to deliver an ROI.
Solutions to Decrease Implementation Risks
Marketing must understand the requirements of their technologies and, assess their internal bandwidth for implementation. A couple of solutions to decrease the risk and implementation challenges are:
- Create a new marketing playbook that aligns to your new capabilities as the new capabilities are implemented. Execute your playbook to get fast traction.
- Get outside expertise to support implementation and platform migrations. Outside expertise can help you have a higher chance of keeping on budget and on schedule, and have a higher probability of success.
Not managing the risk is not an option. The investment, your customers, and your ability to retain the brand’s competitive advantage all depend on your marketing department’s delivery of consistent, contextually relevant experiences, in real-time, across the customer journey, regardless of device or channel.
To find out more ways to decrease the risks and challenges of implementing customer engagement platforms and other new marketing technologies, download our latest eBook, , How to Implement Personalization Across all Customer Touchpoints.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.