Delivering outstanding customer experiences is a critical component of competitive success for virtually all kinds of business enterprises. In a recent report, Walker Information wrote that by 2020, customer experience will surpass product and pricing as the key business differentiator. (Customers 2020: The Future of B-to-B Customer Experience, Walker Information, Inc., 2014)
The reality is that providing great customer experiences has already become a vital source of competitive advantage for most types of companies. In a recent newspaper interview, Sir Richard Broadbent, the Chairman of Tesco, echoed the feelings of many business leaders when he said, “The company that provides the best relationship with the customer will win – not through product, but through the best experience.”
Delivering great customer experiences has become more complex and demanding because brands must be prepared to provide marketing content via multiple interaction channels, and most of these channels are now digital. Today, both consumers and business buyers are accessing information via conventional websites, social networking sites, “content sharing” sites like YouTube, Instagram, and Pinterest, mobile websites, and mobile shopping apps.
These empowered and always-connected customers and prospects have high expectations:
- They expect to have access to rich, detailed, informative, and entertaining content.
- They expect to be able to access rich and detailed content via the interaction channels of their choice.
- They expect content that is current, accurate, and consistent across all interaction channels.
Enterprises that operate internationally face an additional challenge: They must be prepared to produce, manage, and deliver marketing messages and materials in the primary languages of multiple target audiences. The importance of “speaking the language of your customer” cannot be overstated. In a 2011 study conducted for the European Commission, 42% of Internet users said they never purchase products or services in any language but their own.
In addition to the language challenge, global enterprises must also be able to deliver rich media content – images, video, etc. – that reflects the cultural preferences and sensitivities of multiple target audiences.
To meet the growing need for localized, multilingual, and multi-cultural marketing content, global enterprises need the right technology tools. On October 21, 2014, ADAM will present a webinar that explores how a robust digital asset management solution supports global and localized digital customer experiences. This webinar will explain why it’s important for a DAM solution to:
- Support integration with translation solutions and workflows
- Support broad and extensive content localization (language, images, video, and audio)
- Support localized content taxonomies