A great brand experience for a customer must be one thing: easy. To ensure the happiness and continued support of patrons, marketers are constantly reimagining how to adapt to the changing needs of a customer’s journey. With real-time insights, AI, and new content, brands can stay ahead of the curve to keep customers feeling their time with the product is not only easy, but enjoyable.

On March 1st, Adobe brought together a virtual panel of experts at Reimagining Omnichannel Journeys: Making Digital Moments Matter Across the Customer Lifecycle to dissect how marketers can make insightful improvements to the customer journey.

Check out a few takeaways from our discussion on the 1st:

1. Connecting data to the real-life customer experience

Ana Guzman of Sally Beauty spoke about the importance of staying in touch with the customer and following their lead as they move through the experience of navigating the company’s data. To make a positive change, she asks lots of questions about what matters to them.

“How are we connecting the data from our customers coming through different channels?” She asked. “We have to really understand what’s meaningful to them, what resonates with them. What are the different touch points that activate them?”

2. Paying attention to small details

In looking at the harmonization of digital needs and actual user experience, Sara Treadell of Avalara touched on operational transactions. “You can’t build a button on your .com page and expect that button to do amazing things that take fifteen people out of the process.”

“To change what may seem small actually turns into a process map and then eventually an action plan,” she said, meaning that even something insignificant can make a huge difference to both the customer and the brand.

3. Reducing customer confusion through UX

“Sometimes you miss the main message,” said Meg Maupin of Function of Beauty. “Things come up later about the customer understanding of what the product is but not what it does because they were missing that key brand or marketing touch point at some point in the journey.”

To avoid customer confusion, each step in the process has to flow easily into a real purpose for the customer, or the main points may get lost in translation and the customer might lose interest in the process altogether.

4. Reduce costs with AI targeting strategies

Ana discussed partnering with outside companies to further engage with customer data in a way that improves their experience and raises the brand’s revenue.

“They adjust and provide the best recommendation for us to use and we’ve seen great success with it,” she stated. “We’ve seen great success with it, even seeing a 20-25% lift in revenue in some places.”

5. More data should mean a better user journey

By continuing to adjust and move with customer needs and demands, Meg explained that Function of Beauty’s products actually get smarter the more a customer engages.

"All the data you’re collecting actually makes it better for the customer,” she said. “If done right the model can be really powerful and build a lot of customer loyalty.”

Curious to learn more about our discussion with Adobe and our expert panelists? Access the full event content by filling out the form at the top of this page.