BlueConic and Medallia announce enhancements to their Customer Experience Capabilities
As partners look for unique ways to support marketers amid a seismic shift in consumer demand and the ongoing pandemic, two Martech players have come to the table with new customer experience offerings. BlueConic, a customer data platform (CDP) provider, and Medallia, a customer experience management vendor, both announced the expansion of their customer journey optimization capabilities last week.
BlueConic Introduces Customer Lifecycle Orchestration Capabilities to its CDP
At a time when customers are in complete control of how and where they interact with brands, marketers need to obsessively focus on delivering relevant and valuable experiences across each stage of the customer lifecycle. However, it is easier said than done. As privacy preferences, customer behaviors, and interests, continue to evolve, delivering in-the-moment delightful experiences is challenging.
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BlueConic’s new lifecycle orchestration capabilities enable marketers to design personalized experiences across the customer lifecycle. It also allows marketers to gain a unified view of customer profiles to leverage solutions like campaign management platforms, ESPs, and personalization engines more effectively. BlueConic’s orchestration capabilities tap into real-time data based on customer touchpoints across the journey.
Marketers will now be able to:
- Define several customer lifecycles, each consisting of sequential, mutually exclusive stages that share a common marketing goal, whether it’s influencing target individuals to become a customer, make a second purchase, or upgrade a plan
- Decipher customer attributes and behaviors to determine eligibility for corresponding lifecycle stage entry
- Align cross-channel touchpoints on each stage to advance customers to the next life cycle stage
- Ensure free flow of stage data to any analytics platform to gain deeper audience understanding
“BlueConic’s enhanced customer lifecycle orchestration capabilities fulfill the promise of unified, actionable first-party data by filling the gaps of legacy marketing activation technologies. Unlike campaign management tools that were built for static, outbound campaigns based on a limited understanding of the individual, our platform provides a comprehensive, accurate, cross-channel understanding of the individual and their journey,†said Bart Heilbron, founder and chief executive officer at BlueConic. “Our customers can also act on the data to improve their marketing programs because our platform provides the intelligence they are missing in their other technologies to target or suppress messaging at an individual level in a more impactful way.â€
Medallia and Adobe Partner to Provide Marketers with a Comprehensive View of the Customer Journey
Building on the theme of customer experience, Medallia announced the integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands and marketers in-depth insights into the entire customer journey to deliver individualized real-time experiences that boost purchase frequency.
The partnership provides seamless integration of customer feedback from Medallia’s cloud with behavioral data from Adobe’s cloud to help marketers gain a comprehensive view of the customer journey including details such as the digital ads served, purchases made, in-store and call-center engagements, and oral feedback of their experiences.
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“Imagine if a customer leaves a curbside pickup and reports a poor experience, the store manager would immediately receive a notification in the Medallia mobile app. Never-before-seen insights such as verbatim feedback from Medallia and purchase history, segment and other valuable behavior data from Adobe Experience Platform are all visible in a single mobile view. Armed with this information, customer-facing employees can take real-time action to fix issues and drive revenue-generating experiences,†Steve Vierra, senior vice president, global channels and alliances for Medallia.
The partnership is expected to give marketers a significant advantage when designing planned interventions throughout the customer journey. By capturing signals through a variety of different channels regardless of the stage of a customer’s journey, Medallia is able to drive customer loyalty and deliver bespoke experiences.
The Customer Experience (CX) Agenda: Going Beyond Personas
While marketers and brands are no strangers to real-time marketing or marketing-in-the-moment, the pandemic has dramatically changed the balance of power. At a time when customers drive the dialogue, marketers must be able to provide relevant, timely and insightful messages to influence purchase behavior and build loyalty.
That’s where solutions like BlueConic and Medallia come in. By leveraging first-party data, these platforms can help marketers design intimate customer experiences that go beyond brand awareness to build meaningful relationships.
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The current situation has impacted how marketers look at the customer journey – they’ve quickly realized that personalization in 2020 is much more than personas – it is also about behavior. By tapping into behavioral data through CDPs, marketers can achieve success in the era of hyper-personalization.
The CDPOpens a new window industry has witnessed massive activity over the past few weeks in response to the crisis and changing customer preferences. It is interesting to see how vendors like BlueConic, Medallia and more have quickly come up with intuitive customer focused solutions that address current gaps in CX and agile marketing.