The strategy needed to create an effective digital experience — Ed Breault // Aprimo

Quotes

• “We think about what Aprimo does and the times that we are going through right now, it really helps these organizations and these enterprise brands have the confidence to execute swiftlyand move from marketing mode to communications and customer experience mode.” -Ed “It’s really all about digital now, clearly. We have to re-plan, re-pivot everything. We see brands and customers move from the traditional method of spend and experienceinto mostly all digital right now. Some of the traditional, we can’t even physically do, today in this current state, and it has a lower return of investment and a lower reach and harder to actually prove.” -Ed “Our playbook at Aprimo is, it is literally moving backward from the experience. Like, if the experience is the new differentiator like this is an era of experience being the commercial touchpoint and driver for making purchase decisions, we now become more experience architects than just marketers.” -Ed “Experience is when two worlds collide. There’s the customer experience and then there’s the inside the brand experience. The experience is when what you have designed, what you’ve architected actually meets the market as they decide what’s good or bad.” Ed“It gets down to customer journey maps and also on the question of once they become customers, how to retain them and in having this always-on experience that is available.” -Ed “There is also a life cycle to those products that they sell as well as now that you have collected data on what they have purchased, you can now use that data to deliver a better customer experience.” -Ed “I think that is the next iteration of what experience means which gets down to personalization and automation.” -Ben