Festival of Marketing

Accenture: customer experience should be the focus of modern marketing

One of the key tenets of our Modern Marketing Manifesto is that improving the customer experience must be the relentless focus of modern marketing.

It states that the customer experience is about “customer centricity as evidenced by the service or product that we deliver across channels. It is about respecting the power and importance of great design”.

Digital technologies present a great opportunity for businesses to create personalised customer experiences. However, the proliferation of consumer touch points also makes it increasingly difficult to come up with a coherent strategy across different channels.

To find out more about these challenges, I spoke to Accenture Interactive EMEA managing director Anatoly Roytman.

And to find out more about creating seamless multichannel customer experiences, come to Econsultancy’s JUMP event on October 9. Now in its fourth year, JUMP will be attended by more than 1,200 senior client-side marketers. This year it forms part of our week-long Festival of Marketing extravaganza.

The importance of customer experience in a multichannel world

In order to succeed in a multichannel world dominated by a handful of major businesses and online market places, retailers need to work hard to differentiate themselves from the competition.

To avoid getting caught in a self-defeating price war, businesses should focus on improving the customer experience and ensure that shoppers want to remain loyal to the business.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.

So to find out more about how businesses can better understand the customer experience, I spoke to Sitecore marketing director Shawn Cabral…

Announcing the Festival of Marketing

Marketing is changing, and we’re celebrating that change with our week-long Festival of Marketing in October. 

In five inter-connected events, we’ll be outlining our view of the state of marketing, and the challenges every marketer should focus on.

And don’t worry, there’ll be comedy and music fringe events and parties as well. 

The Festival takes its inspiration from our Modern Marketing Manifesto, and is put together with the help of Marketing Week, Creative Review, Design Week and Data Strategy. 

Here’s an overview of what we’re up to… 

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