In a fantastic article published in Forbes, Blake Morgan (Customer Experience futurist, author and keynote speaker) explains “What Is The Customer Experience Cloud?” without using acronyms or complex words and concepts.
It is crystal clear, and very useful for those business leaders who have been hearing about it and many times misguided by technology vendors. Below are a few key pieces, but I would recommend you to navigate to Forbes and read the full article.
“Essentially, the experience cloud is the infrastructure that allows brands to create useful, smooth experiences for their customers. Instead of having customer data and interactions divided over multiple systems, the experience cloud creates a single 360-degree view of the customer by building bridges among marketing, customer service, sales, and other business groups”.
“The old way of doing business with only a marketing cloud or sales cloud just isn’t enough anymore (…) Without integration, so much time was lost to inefficiency, and brands never truly had a full picture of their customers”.
“Teams within an organization were often siloed and duplicating information instead of working together, which made it difficult to deliver an amazing customer experience, especially one that was consistent across multiple channels. Instead of using function-based technologies, the experience cloud puts the customer at the center of everything the company does”.
“Today’s top brands are focused on the customer, and the experience cloud makes it easier. The goal is to create seamless conversations and interactions across the entire customer journey. Instead of a customer having a different experience each time they walk into the store, visit a website, or talk with a customer representative, the experience cloud pulls everything together to create a cohesive experience”.