| | April 20188CIOReviewREMARKABLE THINGS ALWAYS COME IN THREESBy Zerlina Jackson, Director of Web Experience, H&R BlockBacon, lettuce, tomato. Rock, paper, scissors. Beyoncé, Michelle, Kelly. These are all amazing trios.But, if you're into digital marketing, the new trifecta is data, technology, and experience. And just like any good trio, it is truly a game changer. The introduction of big data, marketing technology advancements, coupled with evolving client expectations, has completely shifted the way that organizations engage with prospects and clients.At the start of my digital career in 2006, things were much different. There wasn't a selection of amazing apps to download on your Blackberry or Palm Treo to engage with brands. Only 42 percent of homes had high-speed internet connections and everyone had the same digital experience (gasp). Online clients didn't expect seamless digital journeys and were much more forgiving of friction. Don't have an awesome user experience? No problem. You don't know who I am and what I like when I sign in? No worries. You need me to re-enter information? Irritating, but I'll do it.Fast forward 12 years. Now 90 percent of people have high-speed internet connections at home and most of us have unlimited data in our pocket and on our wrist. Sophisticated devices understand who we are, our daily routines, and our habits, making our lives much easier. The Nest system can detect if we're driving home and ask if we want to adjust our temperature. Google Home and Alexa can assist with checking the weather, calling friends, or ordering goods to our doorstep--all without picking up the phone or getting into a car. And random activities like waiting on car service, a pizza, a package, or a tax refund, can be improved with technology and provide an overall better experience with a brand. Clients now expect and demand seamless digital interactions.At H&R Block, our clients are not only comparing their tax experience with other tax preparers such as TurboTax, TaxAct, Jackson Hewitt, and Liberty; they are comparing it with their other daily digital interactions. They ask, "If Apple can make it easy, Amazon can deliver it fast, Zerlina Jackson
< Page 7 | Page 9 >