3 ways Panasonic embraces a customer-centric approach using technology

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by Anna Munhin Sep 22, 2022 News
3 ways Panasonic embraces a customer-centric approach using technology

The customer-centered approach was adopted by successful marketers before the epidemic. Changes over the last two years have changed what customers expect from experiences, and marketers need to use every technology they can in order not to leave their customers behind

The Panasonic System Solutions Company of North America's VP of marketing spoke at The MarTech Conference last spring and said that the way they engage has changed over the past few years. Customers can now be more in control of their engagement process thanks to the digital world.

He said that it has forced brands to listen more carefully to the wants and needs of their customers.

The customer is the top priority for brands and they need to use technology to do that.

Digital experience platform is the future of content management.

Using technology to listen and understand

The marketers at those brands have to develop their listening skills since customers are in more control over how they engage with brands.

It is important for brands to keep an eye on where they are and how they spend their time.

It has to do with relevancy. They don't want to waste their customers' time or waste their own company's resources with messaging that falls flat.

To keep up with changing sentiment, marketers should use social listening tools and sentiment analysis on signals that come in through social and other channels.

Consumers will stop engaging with you if you don't listen to them. They will call you out when they stop listening.

It is important for brands to listen and show customers that they have listened to the feedback.

When our customers give us feedback, we go back and ask for it again without making any changes, which is important for us to make sure that we don't do.

To meet brand goals, marketers need to determine which channels are most important to customers and then make sure that the brand is dominating the share of voice on those channels.

Designing authentic customer-centric experiences

Content and other experiences are the best way for brands to understand what customers are saying to them. Customer data and personalization are required for these experiences to work.

In the case of Panasonic, best practices for one audience don't always translate to others.

Artificial intelligence can be used to find the causes of customer actions.

The needs of each of those customers are so different that we have to rely on technology to help us tailor the experience and deliver the message that is most authentic to that group.

With more control over the channels they use, customers can easily brush aside marketers who aren't sending relevant messages.

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Measuring the impact of experiences and adjusting

You have to measure what is working and what isn't, and you have to be willing to make changes in order to improve.

The ability to measure the impact of experiences in real time is one of the biggest advances in technology. A test-and-Learn strategy is what marketers should use.

Data allows us to be more flexible. We can shift the experience around the customer by looking at testing and learning.

He said that it wasn't just up to marketing to do that. It is important to adjust the message of all of our teams. Everyone is responsible for taking and implementing this approach.

The end user who is your customer is the most important piece in the puzzle and digital experience technology brings everyone onboard so they can focus on that.

Enhancing customer experiences using technology is a video on Third Door Media.