If Your WX Is Broken, Your CX Is Too
For many in-house agencies, the intent is to support the brand’s goal. This means, doing everything possible to enable personalized customer experiences at scale. To do this, teams count on applications like Adobe Workfront® and others to help them organize their work and bring it to market most efficiently. Some deploy multiple MarTech applications to further automate digital production.
The trouble is that the right steps aren’t always taken to make sure all the supporting technology is orchestrated and synchronized. The result? Process and data gaps, between and among solutions, that slow work down—and create a poor work experience for the in-house agency team.
Types of systems in-house agencies connect with:
• Workflow management
• Digital asset management
• Financial management
• Human resources
• Social publishing
• Content management
• Creative tools
• Task management
• Data visualization
Delivering personalized customer experiences at scale requires the work experience to be optimized up front. Logically integrating applications across the marketing ecosystem is the first step to enable marketers to do more, faster—to meet market demands.
With today’s tight talent market and hybrid working environment, it’s more important than ever to consider the marketer’s experience. Investment in work technology helps companies better compete in the post-COVID era. Consider these statistics:
• 49%1 of U.S. workers are likely to leave their job if technology is out of date or hard to use
• 32%1 of workers have left an employer whose tech was a barrier to doing good work
• 55%2 of marketing leaders believe that investment in work management is the best way to increase productivity
• 85%4 of respondents believe that improved work experience translates into better business outcomes
12021 Adobe State of Work, 2Adobe Digital Trends Report, 4IDC’s Market Analysis Perspective 2021
Defining the work experience (WX). More narrowly defined than the employee experience (EX), WX is focused and transformative. An optimal WX features a collaborative, frictionless, connected flow of digital experiences that lets team members do their best work, turning it around quickly to impact their organization’s success.
The WX aligns integration priorities with performance goals. In-house agencies that transform the work experience achieve exponential benefits from their Workfront investment, including:
Acceleration of the 4Vs. When standalone marketing solutions work together, volume, velocity, variety and value soar. Optimizing the WX allows more marketing messages to reach audiences faster using all types of media, and delivers value to the business.
Achievement of personalization at scale. While pulling personalized content together begins with the workflow management system, personalization planning, production and dissemination happens using adjacent solutions. Integration across the MarTech stack makes it possible to efficiently personalize high volumes of assets.
Creation of a seamless work experience. Full process and data integration results in an optimized work experience for everyone—from planners to creatives, to reviewers, to producers and partners.
Consider a master plan. Knowing which applications in your MarTech stack to connect and when to do so is key to optimize the work experience enabling you to deliver the customer experience you need to be competitive. To learn more about the MarTech stack, click here to access Zee Jay Digital’s Work Experience ebook.
- customer experience,
- Eric Rotkow,
- work experience,
- Zee Jay Digital
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