{"id":24867,"date":"2022-08-16T16:16:41","date_gmt":"2022-08-16T23:16:41","guid":{"rendered":"https:\/\/cloudinary.com\/blog\/?p=24867"},"modified":"2024-06-03T12:45:06","modified_gmt":"2024-06-03T19:45:06","slug":"how-technology-enables-brand-defining-customer-experiences-at-scale","status":"publish","type":"post","link":"https:\/\/cloudinary.com\/blog\/how-technology-enables-brand-defining-customer-experiences-at-scale","title":{"rendered":"How Technology Enables Brand-Defining Customer Experiences at Scale"},"content":{"rendered":"\n<p>In today\u2019s digital economy, brands and businesses must deliver visually rich media experiences across all digital channels to meet the expectations of modern consumers.&nbsp;<\/p>\n\n\n\n<p>But is your customer experience (CX) optimized to create a point of differentiation for your brand and drive up conversions and revenue?<\/p>\n\n\n\n<p>That&#8217;s the million dollar question. It\u2019s also the focus of a panel discussion Cloudinary hosted in partnership with The Drum UK, \u201cOptimizing the CX to boost engagement, conversions and revenue.\u201d Gathering to discuss CX trends, challenges, and solutions, this esteemed panel featured:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.linkedin.com\/in\/milindpansare\/\">Milind Pansare<\/a>, VP, product marketing for Cloudinary<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/karenboswell\/\">Karen Boswell<\/a>, chief experience officer, EMEA, at VMLY&amp;R<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/suzibentleytanner\/\">Suzi Bentley Tanner<\/a>, strategy and transformation director at PA Consulting<\/li>\n\n\n\n<li><a href=\"https:\/\/www.linkedin.com\/in\/chrismsutcliffe\/\">Chris Sutcliffe<\/a>, senior reporter for technology at The Drum and event moderator<\/li>\n<\/ul>\n\n\n\n<p>Here are five key takeaways from the discussion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Customer Expectations Dictate Brands\u2019 Visual Media Experiences<\/strong><\/h2>\n\n\n\n<p>Among blockchain, NFTs, <a href=\"https:\/\/cloudinary.com\/blog\/direct-to-avatar-d2a-commerce-in-the-metaverse-and-delivery-of-3d-assets-explained\">the metaverse<\/a>, and other emerging Web 3.0 technologies, consumers have come to expect&nbsp;innovation. The changes are dynamic, dramatic, and nearly constant.<\/p>\n\n\n\n<p>The average consumer expects:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Modernity. <\/strong>Visual experiences to reflect the latest technology and media trends.<\/li>\n\n\n\n<li><strong>Instant gratification. <\/strong>Brands have mere seconds to attract and engage a user, and attention spans are only getting shorter.<\/li>\n\n\n\n<li><strong>Continuous improvement.<\/strong> Every experience has to be as good as their last great one. And every digital experience has to be as good, if not better, than physical ones.\u00a0<\/li>\n\n\n\n<li><strong>Hyperrealism.<\/strong> High-fidelity visual media experiences allow shoppers to understand colors, textures, and dimensions with precision so they can make online purchases with confidence.\u00a0<\/li>\n\n\n\n<li><strong>Personalization. <\/strong>Brands must deliver personalized, relevant visual experiences across every channel. Milind explained how <a href=\"https:\/\/cloudinary.com\/solutions\/retail\">creative automation<\/a> enables retailers to customize imagery at scale by automatically updating backgrounds, product images, copy, and other variables\u00a0based on key triggers, including geographic region.\u00a0<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Most Brands Are Struggling to Meet CX Expectations<\/strong><\/h2>\n\n\n\n<p>Across verticals, the gap between customer expectations and a brand\u2019s ability to meet them is growing, Karen noted.&nbsp;<\/p>\n\n\n\n<p>Suzi agreed,\u201cYou could swap out the logo of a lot of different retail brands online, and you don&#8217;t actually know what site you are on,\u201d.<\/p>\n\n\n\n<p>The challenge for brands is to deliver an experience that stands out while still enabling customers to engage with the company quickly and easily. In other words, you can\u2019t create experiences so unique that shoppers can\u2019t navigate your site.&nbsp;<\/p>\n\n\n\n<p>In addition to designing customized and engaging touchpoints, companies must also ensure flawless delivery across every media format.&nbsp;<\/p>\n\n\n\n<p>\u201cIt&#8217;s not just creating the experiences that has become harder, but ensuring that last mile delivery on every single device, whether it&#8217;s the little round thing you&#8217;re wearing on your wrist, or the big rectangular thing you&#8217;re staring at right now,\u201d Milind explained.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>CX Leaders Design for Customers\u2019 Needs And Use Technology as an Enabler<\/strong><\/h2>\n\n\n\n<p>How do you create CX that differentiates your organization? You must understand your audience and design for their wants and needs. Suzi advises companies to be \u201cruthlessly obsessed with the customer,\u201d and to put their best interest above all else.&nbsp;<\/p>\n\n\n\n<p>Differentiation comes from listening to demand, not mimicking your marketplace, Karen added.<\/p>\n\n\n\n<p>She also urged companies to crawl out of the digital rabbit hole and consider the big picture. \u201cWhat is this experience in the ecosystem of the customer&#8217;s life? Because we&#8217;ll be designing for a moment in time, which in the context of our busy day is a flash in the pan,\u201d she said.<\/p>\n\n\n\n<p>Building human-centered solutions and experiences sounds intuitive and great in theory, but actually re-architecturing your company to keep the customer at the heart of everything you do is a massive practical challenge. Businesses must commit to a customer-centric approach and see technology as a tool for executing on that approach.&nbsp;<\/p>\n\n\n\n<p>\u201cTechnology for me is always an enabler. It is there to serve a purpose,\u201d Suzi said.<\/p>\n\n\n\n<p>One purpose, said Milind, is to solve the problem of <a href=\"https:\/\/cloudinary.com\/products\/programmable_media\">optimizing media at scale<\/a>. Additionally, Cloudinary makes <a href=\"https:\/\/cloudinary.com\/products\/digital_asset_management\">digital asset management<\/a> simpler by automating steps like license authentication.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Future Is Headless, and Specialized&nbsp;<\/strong><\/h2>\n\n\n\n<p>Technology is changing to create more flexible platforms for brands. Companies are choosing <a href=\"https:\/\/cloudinary.com\/solutions\/composable-architecture\">composable API-first architecture<\/a>, stitching together best-in-breed platforms to support intricate visual experience delivery workflows.&nbsp;<\/p>\n\n\n\n<p>\u201cThe big change that I&#8217;m seeing is that people are going best-of-breed, where everything can be integrated together, because the differentiators they need to provide those flexible experiences cannot be built in the old way,\u201d Milind noted.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Brands that are serious about CX are investing in the <a href=\"https:\/\/cloudinary.com\/blog\/the_rise_of_the_media_experience_cloud\">media experience cloud<\/a>. \u201cVisuals and experiences are such a critical thing that you need a specialist technology to handle them,\u201d Milind explained. \u201cYour existing, big monolithic e-commerce or CMS providers do a little bit. They dabble in it [CX]. But it&#8217;s not good enough anymore.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Technology Drives Benefits Across the Entire Visual Experience Lifecycle&nbsp;<\/strong><\/h2>\n\n\n\n<p>Whether customers are engaging with your brand in the physical world, online, or both, visual experiences are key. Companies can use technology to improve every aspect of the visual media lifecycle. For example, with Cloudinary, brands can:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use creative automation to improve legacy workflows and shorten timelines from months to days, or even seconds\u00a0<\/li>\n\n\n\n<li>Automate the creation of personalized campaigns<\/li>\n\n\n\n<li>Nail \u201cthe last mile\u201d \u2014 the delivery of a flawless, optimized experience, no matter where the individual is engaging<\/li>\n<\/ul>\n\n\n\n<p>\u201cLook at your visual experience across all channels and make sure you have a purpose-built platform and the technology in place to help you differentiate in a true way and bring out all that authentic connection that people want with your brand,\u201d Milind advised. \u201cDo not compromise on your visuals, because visual experiences are everything.\u201d<\/p>\n\n\n\n<p>Ready to improve your brand\u2019s CX and improve every aspect of the visual media lifecycle? <a href=\"https:\/\/cloudinary.com\/contact\">Contact us<\/a> to learn more.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s digital economy, brands and businesses must deliver visually rich media experiences across all digital channels to meet the expectations of modern consumers.&nbsp; But is your customer experience (CX) optimized to create a point of differentiation for your brand and drive up conversions and revenue? That&#8217;s the million dollar question. It\u2019s also the focus [&hellip;]<\/p>\n","protected":false},"author":54,"featured_media":24868,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[1],"tags":[89,98,137,165],"class_list":["post-24867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-digital-asset-management","tag-e-commerce","tag-headless","tag-image-transformation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.6 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Technology Enables Brand-Defining Customer Experiences at Scale<\/title>\n<meta name=\"description\" content=\"Optimize the customer experience to boost engagement, conversions and revenue.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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