Microsoft Ask the Experts – Customer Experience
MICROSOFT EXPERTS TALKS 2022
Wednesday, 6 April 2022, 15:00 CEST
Online (in German)
Captivating product experiences – the tip of the scales in the purchasing decision-making process
CELUM is guest at Microsoft’s 𝗔𝘀𝗸 𝘁𝗵𝗲 𝗘𝘅𝗽𝗲𝗿𝘁𝘀 on “Customer Experience”.
Get your questions answered in a Q&A online session.
Every interaction can lead to a purchase anywhere, anytime. Today’s “connected customer” heads to the store for showrooming, then completes the transaction on the go a few hours later. They no longer experience brands in isolation via specific media or channels, but as a comprehensive communication and product experience.
To ensure that this does not remain a one-hit sales wonder, a clearly structured and synchronized content supply chain is needed – from creation to organization to distribution of content.
MICHAEL J. KRÄFTNER
Born in 1978 and raised in Ansfelden, graduated from high school in Linz and studied media technology and design in Hagenberg in 2002. Entrepreneur and socio-politically active since 1999. Founder and CEO of CELUM. Committed thought leader in the field of New Digital Work and digitalization of sales and marketing.
About the talk
Anyone who wants to know what the marketing of the future will look like need only take a look at today’s shopping behavior. Every interaction can lead to a purchase anywhere and at any time – the point of sale is becoming increasingly indeterminate (Heisenberg sends his regards). Today, the “connected customer” who is eager to buy heads to the store for showrooming, only to complete the transaction on his iPhone a few hours later. They no longer experience brands in isolation via specific media or channels, but as a comprehensive communication and product experience. Technologies such as augmented reality, virtual reality or 360-degree content not only make virtual product experiences more vivid than ever before, but will be the key to closing the “experience gap” between in-store, mobile and online.
To avoid being a one-hit wonder, companies need a clearly structured and synchronized content supply chain that can sustainably reproduce compelling product experiences. As with the traditional supply chain, the content supply chain starts with raw material provided by suppliers. This could be, for example, a photographer taking pictures of various sofas for a furniture store and sending his images to the marketing team. Marketing then spruces up (pun intended) these assets and enriches them with relevant information to finally pass them on to the end point where the potential customer interacts with them.
The content supply chain model sharpens the eye for the processes needed to create compelling product experiences with content: in simple terms, this process combines the areas of content creation, organization, and distribution.