Marketers and developers need to work together to produce better digital customer experiences.
Delivering relevant, effective content and experiences to customers — at the perfect time and place — is the new imperative for businesses today. And that means making sure your digital strategies are in sync.
When content is out of sync, it can create a negative user experience. If marketers don’t have tools to take control of the content they develop, web sites can have different prices than mobile apps, or social media campaigns promote products that are no longer available. When multiple teams use disconnected systems to drive content through a variety of channels, chances are high that these kinds of issues will come up—again and again.
Web and mobile application developers work hard to create the best possible experiences for customers. But they’re often tasked with making minor content changes, managing content databases, and fixing issues, rather than creating something new and engaging for customers. Meanwhile, marketers often lack the right tools to deliver relevant, timely messaging and offers, which means they’re stuck waiting for developers to make even the smallest changes to digital properties.
There are many benefits to integrating digital experiences
So, it’s not surprising that so many companies are investing in improvements to their digital experience capabilities. But spending money on new technology isn’t enough. To be successful, you need to ensure seamless collaboration and integration, both in the way your business operates and in the ways you use that technology. Marketers and developers need to work together by using streamlined communication, more advanced solutions, and by making better use of data.
This is a significant problem for many businesses today, and it’s one of the reasons IBM recently commissioned a study from Forrester Consulting to discover how developers and marketers can better work together to provide customers exceptional digital experiences reliably, quickly and seamlessly. The study found that while the mandate to collaborate has been heard, there is still work to be done.
Here are a few of the findings from the report that stood out to me.
What Forrester found
The study found that delivering the best possible experiences to customers is second only to growing revenue as a priority for business leaders.
Despite the obvious value in bringing the line of business and IT together to deliver integrated digital experiences, those surveyed said developers and marketers still have a tenuous working relationship. Only 47% of technology developers report that their relationship with marketing is good, and 40% report it as fair or poor.
The respondents to the survey said they could see many direct benefits of integrating their digital customer experience technologies and practices. Obviously, the ability to deliver relevant, personalized digital experiences to their customers is the biggest priority. But integration can deliver even more improvements:
It’s easier to gain more value from data across channels
Organizations are better prepared for future innovations
Technology environments are easier to manage
Operational costs go down and quality of experience goes up
The results of business and technology integration are clear: powerful targeting, personalized experiences, improved engagement and increased revenue. Plus, closer collaboration makes it easier for organizations to keep up with the rapid shifts in the marketplace and the ever-evolving needs of customers.
Read the full report to learn more about the situation, challenges, and opportunities of digital experiences, and find out what it takes to align your technology — and your business — to serve customers better.
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