Ventana Research Analyst Perspectives

The Business Continuity Imperative: The Digital Experience in Marketing for 2020 and Beyond

Posted by Mark Smith on Jun 28, 2020 6:00:00 AM

Marketing is inextricably linked to business success, and digital technology is essential to an organization’s overall marketing potential because it generates interest and brand awareness. In a black-swan event, the marketing department often is overwhelmed by short-term demands, so in these situations it’s of the essence that digital transformation gets the attention it deserves. In challenging times, a “putting-out-fires” mentality tends to take hold — this is not unreasonable but in focusing on satisfying the interest of the moment, business leaders too often forget that a consistent digital experience is essential to engaging consumers, the public and customers in a way that contributes to long-term success. Fulfilling this objective requires technology designed to deliver for marketing to meet this essential imperative. An organization’s agility and ability to invest adequate time and resources into marketing technology that enables a superior digital experience is essential for its sustainability and operational effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Data, Product Information Management, Digital Technology, Operations & Supply Chain, Conversational Computing

The Business Continuity Imperative: The Agent and Customer with Contact Centers in 2020 and Beyond

Posted by Ventana Research on Jun 21, 2020 6:00:00 AM

Contact centers play a substantial role in an organization’s success. The customer journey is engaged here, at each moment of interaction. Agents, whether human or machine-driven, are intrinsic to the customer experience and the value of the contact center. Customers are essential to an organizations’ overall business potential because they generate revenue. In a black-swan event, demand for customer service may spike or dip, so in these situations it’s of the essence that agents get the attention they deserve. In challenging times, a “customer-first” mentality tends to take hold — this is natural, but in focusing on satisfying customers, business leaders too often forget that the agent experience is essential to effective customer engagement. Fulfilling this objective requires contact center technology designed for this purpose. An organization’s agility and ability to invest adequate time and resources into agents is essential for its sustainability and contact center effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Data, Product Information Management, Digital Technology, Operations & Supply Chain, Conversational Computing

The Business Continuity Imperative: The Subscriber Experience and Subscription Management in 2020 and Beyond

Posted by Mark Smith on Jun 14, 2020 6:00:00 AM

Subscriptions are the future of business. Subscribers are essential to an organization’s overall business potential because they generate recurring revenue. In a black-swan event, demand for a subscription may spike or dip, so in these situations it’s of the essence that subscriptions get the attention they deserve. In challenging times, a “subscriber-first” mentality tends to take hold — this is not unreasonable but in focusing on satisfying subscribers, business leaders too often forget that the subscription experience is essential to retaining them. Fulfilling this objective requires technology designed for subscriptions. An organization’s agility and ability to invest adequate time and resources into subscriptions is essential for its sustainability and operational effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Data, Product Information Management, Digital Technology, Operations & Supply Chain, Conversational Computing

The Business Continuity Imperative: The Product Experience for Buyer and Customer Delight in 2020 and Beyond

Posted by Mark Smith on May 31, 2020 3:00:00 AM

Products and services are the foundation of every organization, regardless of its industry or size. Products are essential to an organization’s overall business health because they generate revenue and engage buyers and customers. In a black-swan event, demand for a product may spike or dip, so in these situations it’s of the essence that products get the attention they deserve as they are marketed, sold, serviced and enhanced with innovations. In challenging times, a “customer-first” mentality tends to take hold — this is not unreasonable but in a rush to satisfy customers, business leaders too often forget that the product experience is essential to fulfilling on the customer experience and satisfying customers and buyers. An organization’s agility and ability to invest adequate time and resources into products is essential for its sustainability and operational effectiveness.

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Topics: Sales, Customer Experience, Marketing, Office of Finance, Voice of the Customer, Analytics, Data, Product Information Management, Digital Technology, Operations & Supply Chain, Conversational Computing

The Potential of Marketing in 2020: Ventana Research Agenda

Posted by Mark Smith on Feb 27, 2020 6:00:00 AM

Ventana Research recently announced its 2020 research agenda for marketing, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Chief Marketing Officers are under pressure to spearhead technology investments that help better align marketing experiences with their brand and to optimize consumer demand for products and services. This challenge is frequently heightened by a lack of centralized data related to customers and products that can help an organization meet operational and analytics needs. Organizations need a marketing data platform that connects applications and services; however, a lack of data science skills has hampered the marketing organization’s full potential.

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Topics: Marketing, Voice of the Customer, Product Information Management, Digital Marketing, Digital Commerce, intelligent marketing