It was about six months ago, and I was finishing up a news story about a martech company that was introducing an application that was designed to help companies better understand whether a customer was interested in making a purchase.
I’m not going to name the company. I don’t have to — it could be almost any martech company. That was the problem.
Although I was fascinated to see how technologies like artificial intelligence were beginning to change the way organizations could collect and use intent data, I also knew it wasn’t enough.
In other areas of my work, I was writing about companies’ branding strategies, and their efforts to infuse a greater sense of creativity into how they talked about their purpose or values.
Then, in the background, were the customers — the people who were often fed up with the companies they dealt with and would have laughed at some of the news I was reporting.
These customers often didn’t want to have their intent data tracked, because they felt preyed upon. Worse, once they actually made a purchase, they struggled to get the help they needed to actually do what they had wanted to do.
Long wait times on the phone. E-mail messages that went nowhere. Social media posts that were ignored. We could all name examples.
This was despite the fact that there has been a steady rise in interest around customer experience (CX) management. I’ve been coming across more firms with entire CX teams and dedicated chief customer officers.
I know there have been a few other publications covering this area, but not in a way that I felt would really inspire them to fulfill the mandates they had been given.
360 Magazine aims to address that void. I want to discover and share the elements that contribute not only to better customer experiences, but the world’s best customer experiences.
I know this will be a tall order. But I’m doing it with a deep sense of meaning and value that such stories could potentially bring to the world.
If you’ve read this far, thank you. I hope you’ll keep reading, subscribe and be a part of the history of CX as it is being written — and published — here.
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.