The digital revolution has radically changed marketing, and the definition of “marketing” is continuously evolving – and becoming broader.

Many marketing leaders are rethinking their roles and skills. Different paradigms now apply to customer relations – simple market analyses or the compilation of a marketing mix are no longer sufficient to implement marketing strategies and address customer needs in a target group-oriented manner. Brand value propositions must be consistent and uniformly conveyed across all customer journey touchpoints to achieve the highest possible differentiation and prevent migration to the competition. As information is readily available to customers through digitalization and new connectivity, fundamental knowledge about customer needs is required, which can be converted into effective measures.

Marketing leaders today face four major challenges:

  • Adapting the value proposition by focusing on customers’ needs and expectations and looking more closely at segmentation.
  • Increasing the ROI of marketing spend – based on a segmentation approach as well as on an individual level.
  • Deciding in real-time which messages (digital versus analog) to send customers via communication tools. In addition, these tools must be continuously adapted to new circumstances.
  • Expanding knowledge about customers beyond traditional customer segmentation. Modern marketing is more precise and personalized and requires significantly more data and information to be generated internally and externally.

How BearingPoint adds value

Our consulting services for reinventing marketing revolve around three axes:

  • To generate sustainable growth, you must find the best marketing strategy, focusing on customer needs and customer-oriented value propositions (products, services, distribution channels, communication, digital platforms).
  • Precisely constructed marketing enablers personalize the customer approach and significantly increase the ROI of digital campaigns. Our certified consultants offer support with digital marketing know-how (sales marketing, Hubspot, Google Ads, Facebook Ads, Google Analytics, Adobe Campaign).
  • By integrating the right marketing automation tools, costs decrease while leads and marketing performance significantly increase, maximizing a company’s overall performance. You can identify user behavior and define the best marketing incentives with our customer-centric approach.

Customer Experience

In our highly connected world, customers can switch from one provider to another in a second. The result is an increasing level of customer expectations regarding the products and services offered and the experience. The experience must be efficient, intelligent, connected, seamless, personalized, surprising, and innovative!

Providing a “good” customer experience is a necessity and a business driver:

  • It contributes to revenue growth: customers who rate a company’s customer experience as “good” are 34% more likely to buy more.
  • It provides a competitive advantage: customers who think a company has “very good” customer service are 64% more likely to try new offerings.

Beyond delivering experiences, companies need to engage their customers to generate loyalty. Key factors for engagement are the match between brand image and customer expectations and the sustainability of customer relationships. Customer engagement is measurable thanks to new methods.

Our approach

To design an entirely new customer experience, we bring together an ecosystem of specialized teams, key technology partners, and innovative start-ups. Together, we propose a unique end-to-end approach, including:

  • Co-creating customer experience strategies – specialized designers and experts help you transform customer-centric activities into market differentiators.
  • Changing to a customer-centric culture – leverage our international benchmarks and studies on customers that will help you establish governance and best practices.
  • Transforming to a customer experience operating model – use our eight-dimensional maturity model to exceed market standards.
  • Leveraging customer data – Implement a customer experience management platform to put related insights at the heart of your decision-making process.
  • Improving product intelligence – Implement a product experience management platform to enrich your omnichannel experience.

Our services include essential offerings such as:

  • Defining the customer experience strategy and the associated implementation of the customer experience cockpit and pilot performance.
  • Transforming the customer and employee journeys through service design methodologies.
  • “Voice of customer” analysis and integration into business management and organization.
  • Customer service transformation, which includes identifying new roles for contact centers and ways to transform them into profit centers.
  • Product experience management, scoping, and building and implementing related platforms.

Expected value of impact (qualitative/quantitative)

  • Development of revenue/loyalty based on differentiation of customer and product experiences
  • Growth through appropriate services/product offerings with customer base expectations
  • Workforce alignment and engagement through employee experience programs
  • Significant cost reduction through optimization of costs to serve

Would you like more information?

If you want to get more information about this subject please get in touch with our experts who would be pleased to hear from you.