This is how the typical brand experience is built: Corporate goals are set; the brand team and product team each use those goals to define their objectives; these are further broken down into goals for each channel and media as those teams design, execute, and measure their own touchpoints. Everything happens in silos ... and the customer strategy just kind of ... happens.
The Platform Marketer must shift their focus from touchpoints to the customer journey. Consumers don’t build relationships with businesses on a single touchpoint, but on the sum of interactions. Those interactions must be intentionally orchestrated to drive efficiency, customer value, and a relevant, cohesive customer experience.
That is a true customer strategy; and it not only requires the prioritization of customers based on financial value and point optimization but also reorganizing how brands have done marketing strategy for decades. Begin with establishing your corporate goals; then design the overall customer journey, translate that into specific interactions, execute and measure. Then starting the process again, constantly optimizing and refining.
Customer experience should no longer be a by-product of a brand’s marketing strategy, rather than the vision that drives it.