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FEATURE: CUSTOMER EXPERIENCE
THE KEY TO CREATING CUSTOMER
DELIGHT LIES IN ADOPTING A
MODERN ARCHITECTURE, BASED
ON MICROSERVICES THAT ENABLE A
TRULY CONNECTED EXPERIENCE.
a technology company. Whether you’re
a travel business or a sports club, your
investment in technology can be the
difference between success and failure.
Tjeerd Brenninkmeijer EVP of EMEA
at Bloomreach
to engage their customers and exceed
the expectations they develop about their
respective brands.
This is because, just like any football
team, brands need fans too. Loyal and
established relationships are vital and
in the age of the modern buyer and
digitisation, this means interacting
continuously across different touchpoints.
These two use cases also prove that every
company today (willingly or unwillingly) is
www.intelligentcio.com
The key to creating customer delight lies in
adopting a modern architecture, based on
microservices that enable a truly connected
experience. The combination of an AI-driven
digital experience platform with an agnostic,
API-led digital commerce platform allows
businesses to embed commerce into new
touchpoints as the adoption of consumer
technologies continues to accelerate. With
the majority of power now in the hands of
the consumer, we are all in the business of
figuring out what they need and delivering it
as quickly and efficiently as possible.
This approach should also inspire UK
retailers, especially at a time when the UK
high street is suffering. There has been a
serious decline in footfall figures of late,
causing high street retailers including
House of Fraser, New Look, M&S, Next and
Debenhams to axe multiple brick-and-
mortar shops across the country. However,
there is an opportunity here for them to
innovate and embrace what’s possible
with technology like Virtual Assistants,
digital signage, in-store contextual selling,
chatbots, conversational commerce,
Facebook commerce, connected cars and
more. It’s possible to create incredible
experiences and conveniences from one
centralised platform and consumers want
it now.
Besides, they aren’t only comparing your
brand experience with your competitors
but they’re comparing it with every digital
experience they’ve had. So as a company,
it’s important that your digital customer
experience stands out. n
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