As digital transformation first began to take root, many organizations saw it as all about only two things: marketing and mobile. And in those opening days, when a little whiz-bang and pizzazz went a long way, it worked — momentarily.
As consumers became more savvy, however, they realized they were in control of the interaction and began to demand more than just a new way of being sold to. Instead, they wanted organizations to work with them on their terms, on the devices of their choosing and to anticipate their needs and desires.
This highly interactive form of a customer experience is a tall order — and many organizations have struggled to deliver it. Marketing automation company, Swrve, believes that for organizations to deliver the experience consumers now demand, they must go beyond a marketing and mobile-centric perspective to address the new behavioral model that defines how consumers now interact with the brands they love.
To the company, that means interacting with the consumer at the right moment, in real-time and with enough context to deliver the value the consumer demands. The company calls this approach utility marketing (as opposed to traditional interruption-based marketing) and believe that most existing enterprise systems are unprepared to support this type of interaction. It designed its multi-device, customer interaction platform to close this gap.
Its platform helps its clients activate and onboard new customers, nurture relationships, personalize interactions and improve customer satisfaction by focusing on contextualizing customer interactions. It calls this process dynamic orchestration and uses a combination of historical, data-driven intelligence and user activity to predict customer intention and likely future interactions. The result is a non-intrusive interaction that helps consumers move along the customer journey and establish a long-lasting relationship with brands.
Copyright © Intellyx LLC. Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, none of the organizations mentioned in this article are Intellyx customers. To be considered for a Brain Candy article, email us at firstname.lastname@example.org.