Balancing Customer Experience & Innovation


Businesses, whether it operates in digital goods, eCommerce, or B2B services, factor customer experiences while talking about marketing strategies. The digital disruptions have made it even more imperative to involve customer feedback in devising strategies in this new digitized world. The idea is to aim for the bigger picture by examining data leading to a balance between customer experience and the product roadmap. On that account, taking a calculated approach may ensure quality service to clients while staying on a path to growth.

Consumer data is a vital aspect of developing an engaging customer experience. However, consumers have become more aware of the significance of individual data.

Therefore, businesses need to find a balance between the collection of customer data and the creation of better interactions. Here are a few keys to delivering a customer-centric experience:

Provide Transparency & Promote Privacy

Marketers need to structure their strategies in a way that puts customer privacy and consent as a priority. The key to good customer service is building trust with consumers. Hence, it is imperative for companies to provide transparency and flexibility to the consumers to opt out. In any case, customers are hyper-aware of the data collection process so it is only natural for businesses to provide more information on where and how their data will be used.

Customer experience is highly impacted by trust. Let them know that their privacy is important to the company/business. It is considered an effective tactic - to promote your strategy as a value proposition. Follow rules while devising new strategies and not cut corners.

Be Data-Informed, Not Data-Controlled

With digital transformation across industries, big data has become an inseparable aspect of most business operations. As a result, businesses are overwhelmed with data and we all know that Big data can be analyzed for insights to improve decisions and make strategic business moves. However, the promise of big data has programmed many to constantly attempt for more, regardless of whether it’s relevant or not. There can be another side to it - it can also be misleading.

Offer Personalization

Customers expect relevant messages that may determine their relationship with your brand along with their journey. However, personalize these experiences with the information that was given directly to your company by the customer and not with data taken from third parties. A study shows that people find it more creepy than helpful when businesses know information that wasn’t directly provided by them.


If businesses can learn to balance customer experience, innovation, and analytics along with business strategies, companies can have a solid understanding of their future goals, along with being consistently committed to core value propositions even when reading customer reviews. Explore more on the subject matter at the Marketing 2.0 Conference. It facilitates a dialogue between experts from around the world and you can get a chance to gain insights into the latest trends among other opportunities.

Shams Raza

Shams Raza manages the Marketing 2.0 Conference team and is passionate about keeping up with the latest advertising and social media trends. The upcoming edition of the Marketing 2.0 Conference will cover burning topics such as personalized marketing, the rise of fraud, scams, and spam in the advertising world, as well as the evolution of customer behavior in the post-pandemic era.