{"id":2483,"date":"2018-10-05T07:30:06","date_gmt":"2018-10-05T07:30:06","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/research-reveals-why-connected-experiences-are-so-critical-and-so-difficult\/"},"modified":"2018-10-05T07:30:06","modified_gmt":"2018-10-05T07:30:06","slug":"research-reveals-why-connected-experiences-are-so-critical-and-so-difficult","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/research-reveals-why-connected-experiences-are-so-critical-and-so-difficult\/","title":{"rendered":"Research Reveals Why Connected Experiences Are So Critical \u2014 and So Difficult"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><em><strong>By Peter Gaylord,\u00a0Senior Director, Product Marketing &#038; Thought Leadership, Salesforce<\/strong><\/em><\/p>\n<p><!--more--><\/p>\n<p>My morning started today (Sept 13th) courtesy of a voice assistant reading me the news headlines and weather updates. When I get home tonight, I know there will be a package of household sundries on my doorstep, refilling a monthly order. And throughout the day, my life will be made a little easier with reading recommendations, product offers, and general conveniences that adapt to my preferences and feedback.<\/p>\n<p>Of course, this story is far from unique. Today\u2019s customers are reveling in an unprecedented standard of engagement from companies. They\u2019re no longer satisfied with personalised experiences alone; they now expect every brand interaction to be a connected experience that reflects their actions and behaviours. They also expect a brand interaction that is consistent across touchpoints, and generally treats them like humans.<\/p>\n<p>This higher standard of engagement has now become table stakes, with\u00a0<a href=\"https:\/\/www.salesforce.com\/research\/customer-touch-points\/\" target=\"_blank\" rel=\"noopener\"><u>70% of customers<\/u><\/a>\u00a0surveyed saying that connected experiences \u2014 whether it\u2019s a seamless hand-off between departments or a tailored engagement based on past interactions \u2014 are very important to winning their business.<\/p>\n<p>To deliver these\u00a0<a href=\"https:\/\/lavaprotocols.com\/2018\/09\/21\/connected-consumer-experience\/\" target=\"_blank\" rel=\"noopener\">connected experiences<\/a>\u00a0at scale, businesses must have a connected, data-driven view of their customers across marketing, sales, commerce, and service. Unfortunately, many companies fall short. A\u00a0<a href=\"http:\/\/salesforce.com\/form\/conf\/connected-experience-research\/\" target=\"_blank\" rel=\"noopener\"><u>new research report<\/u><\/a>\u00a0from Salesforce explores this topic from the perspective of a global sample of IT, marketing, sales, and service professionals to discover:<\/p>\n<ul>\n<li>Why connected experiences are a business imperative<\/li>\n<li>What challenges business and technical teams face in creating connected customer experiences<\/li>\n<li>How top IT teams do it differently (and better) than their competitors.<\/li>\n<\/ul>\n<p>Here are a few of the key takeaways from the report:<\/p>\n<p>\u00a0<\/p>\n<h2><b>Businesses struggle to deliver the connected experiences that customers expect<\/b><\/h2>\n<p>Business units across companies are pivoting their strategies to keep up with growing customer expectations and focusing on connected experiences powered by data. Despite their best intentions, however, they still face an uphill battle: the average digital transaction spans an incredible<strong> 35 systems<\/strong>, impacting a business\u2019s ability to deliver\u00a0contextualized engagement.<\/p>\n<p>Customers have taken note; a mere <strong>16% <\/strong>say they\u2019d rate companies as \u201cexcellent\u201d at providing consistency across channels and only<strong> 15%<\/strong> say that companies excel at tailoring engagement based on past interactions.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/Blog%20image%201.png\" width=\"393\" height=\"265\" data-recalc-dims=\"1\"><\/p>\n<p>\u00a0<\/p>\n<h2><b>Comprehensive data connections are an IT imperative as haphazard strategies fall short<\/b><\/h2>\n<p>IT departments are coming under increasing pressure to enable a connected\u00a0<a href=\"https:\/\/www.mulesoft.com\/resources\/esb\/single-customer-view\" target=\"_blank\" rel=\"noopener\"><u>view of the customer<\/u><\/a>\u00a0for their business \u2014 and their strategic priorities reflect it. Modernizing legacy systems and integrating SaaS apps rank as the two most common IT objectives. Moreover, antiquated legacy systems coupled with scattered data sources make doing this at scale a challenging endeavor.<\/p>\n<p>As a stopgap measure, teams have resorted to a hodgepodge of point-to-point connections between individual pairs of apps that \u2014 in reality \u2014 only add complexity. In fact, 81% of IT leaders say that point-to-point integration has created some of the biggest headaches they\u2019ve seen.\u00a0Worst of all, these teams have little to show for their efforts, with only an average of 29% of enterprise applications connected.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/Blog%20image%202.png\" width=\"405\" height=\"230\" data-recalc-dims=\"1\"><\/p>\n<p>\u00a0<\/p>\n<h2><b>Top teams connect with all customers<\/b><\/h2>\n<p>High-performing IT teams \u2013 those at companies that outperform their competition \u2013 are 1.7X more likely than under-performing teams to integrate with a specific data focus in mind:\u00a0<a href=\"https:\/\/www.mulesoft.com\/resources\/api\/how-to-create-single-view-of-the-customer\" target=\"_blank\" rel=\"noopener\"><u>unifying data sources<\/u><\/a>\u00a0for the business user \u2014 which in turn empowers the connected experiences that customers demand. Top teams take into account the specific needs of not just the business in general, but also individual departments and users. It\u2019s only with this mindset that integration can be relevant to the unique perspectives of the business user, and thus the customers they must win over.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/4843500.fs1.hubspotusercontent-na1.net\/hubfs\/4843500\/Imported_Blog_Media\/Blog%20image%203.png\" width=\"418\" height=\"235\" data-recalc-dims=\"1\"><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.salesforce.com\/blog\/2018\/09\/research-reveals-connected-experiences-difficult-critical?d=cta-body-promo-151\" target=\"_blank\" rel=\"noopener\">Article<\/a> first appeared on the Salesforce blog.<\/span><\/p>\n<p><strong><i>Lava is an <\/i><a href=\"https:\/\/lavaprotocols.com\/crm\/\"><i>authorised Salesforce Partner <\/i><\/a><i>in Malaysia and has more than a decade of experience in cloud solutions which includes marketing automation, CRM implementation, change management, and consultation. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.<\/i><\/strong><\/p>\n<p><span class=\"et_bloom_bottom_trigger\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>To deliver connected experiences\u00a0at scale, businesses must have a connected, data-driven view of their customers across all departments.<\/p>\n","protected":false},"author":1,"featured_media":2484,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[18],"class_list":["post-2483","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-blog"],"jetpack_featured_media_url":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-content\/uploads\/2024\/10\/abstract-art-close-up-276502.jpg","_links":{"self":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2483","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/comments?post=2483"}],"version-history":[{"count":0,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2483\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media\/2484"}],"wp:attachment":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media?parent=2483"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/categories?post=2483"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/tags?post=2483"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}