Building an Effective Tech Stack

Successfully building a technology stack that integrates with existing systems and aligns with organizational strategy is key to generating better customer outcomes.  
Across industries, companies are realizing the power that the right suite of digital marketing tools can offer — 89% of companies are putting digital-first strategies in an effort to differentiate themselves, according to Forbes. Though for many, the challenge comes in creating a digital arsenal that actually helps to create value rather than just another expense.   
By mapping out the customer journey and using a holistic approach to refine their strategy, business leaders can build tech stacks that generate desired business outcomes.   
Mapping out the customer journey

Your technology strategy should have two primary goals: alleviating bottlenecks on your team's end and pain points across the customer journey.  
To identify drivers of dissatisfaction, your team will need to begin analyzing a customer’s path to purchase. One method of doing this is using a customer journey map. This representation of how buyers move through your sales funnel highlights both digital and physical touchpoints, from the first moment customers become aware of your brand all the way through purchase.  
From there, you'll be able to identify the trouble spots. For example, a customer interacts with an ad on Instagram for a specific product. When they click the link, they're brought to your homepage. They immediately leave your website, because they're not interested in having to go through each page to find that particular product. In that example, your team would need to improve the user experience on your website to make it more convenient and customer-focused.    
While every company’s customer journey is unique, mapping out each stage will allow your team to find the pain points you’ll need to fix with technology.  
Using a holistic approach

You now know where friction is generated within the customer journey. So, how can your team best deploy technology to treat it?  
A poll from the Marketing Technology Industry Council found that only 12% of marketers said they saw significant value from their technologies, as their stacks aren't effectively helping to achieve their goals. This often happens because teams begin to invest in several point solutions — single-service tools that only solve one problem — rather than using a more holistic approach.   
Before adding a new solution to solve a specific need, audit your existing digital ecosystem. Is customer data being shared freely across your organization? Or is information siloed across teams? By eliminating data silos and finding processes that can be automated, your team can reinvest effort in improving the customer journey rather than spending time on highly manual tasks.  
As your team analyzes the tools you already have, you'll start to develop a clearer definition of what technology you need to create better customer experiences.  
Working with a technology partner

When it comes to leveraging technology for business outcomes, it’s critical to curate a selection that aligns with both organizational strategy and your customers’ needs.   
At R2integrated, we’ll work with your team to architect marketing technology solutions that break down data silos, improve marketing efficiencies and turn “what-ifs” into reality. 
Using a data-driven approach combined with industry perspective and cross-functional team collaboration, you'll be able to achieve new efficiencies as you create more personalized customer experiences.  
If you're ready to realize the value of your technology stack, contact our team today.

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