Hack #3Create a Culture

It’s no secret that different stakeholders in your business have different priorities. So, how do you bring them all together to focus on optimizing the customer experience?

By changing the conversation around performance and experience and relating it to revenue and business outcomes. This will help create a company culture of Continuous Experience Optimization.

A good starting point is tag governance.

Now, this won’t be as easy as implementing a tag manager solution and calling it a day. True, you will need the right technology, but it will also require planning and collaboration.

Pro Tip: One of the most important success criteria for optimizing tag governance is having buy-in across every level and department in your company with a vested interest in the customer experience.

So, we recommend creating a Tag Governance Committee with diverse representation across your company, from:

/ Engineering

/ Product | eCommerce

/ Marketing | Advertising

/ Digital Analytics | Tag Management.

/ Creating a Tag Governance Committee

Strategic planning is crucial to successful tag management and governance. Each team and department have their own priorities. But, a Tag Governance Committee can drive business value for the entire company. It will allow your organization to extract as much value as possible from optimization projects for maximum ROI.

These Tag Governance Champions should meet regularly to gain alignment on all tags and optimize them to prevent revenue-robbing friction from hurting your business and customer experience.

If You Only Remember One Thing

If there’s only one thing you take away from these 3 hacks, it’s this:

Customer experience and revenue should be at the forefront of all the data you’re collecting.

Why? Because frictionless customer experiences will be more important than ever in 2023 to build customer trust and loyalty. Which can translate into more returning customers and revenue down the line!