3 Ways Panasonic Takes a Customer-Centric Approach Using Technology

Successful marketers adopted a customer-centric approach long before the pandemic. But changes over the past two years have affected what customers expect from experiences, and marketers must use every technology possible to ensure that their customers are not left behind.

“The way we interact has changed dramatically over the last few years,” said Brian Rowley, vice president of marketing for Panasonic System Solutions in North America, speaking at the MarTech conference last spring. “Our digital world has given customers the ability to better control and manage what our engagement process looks like.”

He added: “It has forced us as brands to listen more closely to the wants and needs of these customers and meet them where they are.”

Here are three important ways brands need to use technology to ensure the customer remains top priority.

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Using technology to listen and understand

As customers gain more control over how they interact with brands, brand marketers must develop their listening skills.

“It’s critical for brands to stay nimble and measure and track the changes they’re seeing in their audience in terms of where they are and how they’re spending their time,” Rowley said.

It comes down to relevance. Brands don’t want to waste their customers’ time or waste their own company’s resources on poor messaging.

To stay abreast of changing sentiments, marketers should use social listening tools and deploy sentiment analysis based on signals coming from social media as well as other channels where customers express their opinions.

“Consumers are making it very clear that they will stop talking to you if you don’t listen to them,” Rowley said. “And not only will they stop listening, but they’ll call you out.”

And not only must brands listen, they must also demonstrate to customers that they have taken feedback to heart.

“Our customers give us feedback and then we go back and ask for it again without making any changes, and that’s an important part for us to make sure we don’t do that,” Rowley said.

And to achieve brand goals, marketers must identify which channels are most important to customers and then ensure that the brand dominates the vote in those key channels.

Creating a true customer-centric experience

The best way for brands to demonstrate that they understand what customers are telling them is through content and other experiences. This experience should be fine-tuned to the audience using customer data and personalization.

According to Rowley, in Panasonic’s case, they sell to multiple audiences, and best practices for one audience don’t necessarily apply to others.

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“The needs of each of these customers are so different that we’re forced to rely on technology to help us tailor the experience and deliver the message that’s most authentic to that group and most relevant to what they’re looking for,” Rowley explained.

Because customers have more control than ever over the channels they use, they can easily brush off a marketer who sends an irrelevant message.

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Measuring the impact of experience and adjustments

“You have to measure what’s working and what’s not, and you really have to be willing to tweak those areas that need improvement,” Rowley said.

One of the most important advances in technology is the ability for marketers to measure the impact of experiences in real time. To take full advantage, marketers must adopt a test-and-learn strategy.

“This data allows us to be flexible,” Rowley said. “And when we start looking at testing and learning, we can start to shift the experience around the customer.”

He added: “It’s not just about marketing. It’s important to make sure that all of our teams… adjust their messaging as well, including sales and partners. What it really boils down to is everyone’s responsibility to adopt and implement this approach.”

Digital experience technology engages everyone so they can focus their content and messaging strategies on the most important piece of the puzzle—the end user, who is your customer.

Using Technology to Improve Customer Experience from Third Door Media on Vimeo.

About the author

Chris Wood has over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as an Associate Editor, offering original analysis of emerging marketing technologies. He has interviewed leaders in technology and politics, from Canva CEO Melanie Perkins to former Cisco CEO John Chambers and Vivek Kundra, Barack Obama’s appointee as the nation’s first federal CIO. He is particularly interested in how emerging technologies, including voice and blockchain, are disrupting the world of marketing as we know it. In 2019, he moderated the “theatre of innovation” panel at the Fintech Inn in Vilnius. In addition to his marketing reporting for industry publications such as Robotics Trends, Modern Brewery Age, and AdNation News, Wood has also written for KIRKUS and contributes fiction, criticism, and poetry to several leading book blogs. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.

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