About This Constellation ShortList™
The agencies and boutique firms that design and execute on customer experience activities combine traditional creative design capabilities with deep knowledge of customer data, analytics and digital media. They work with clients to define immersive campaigns and programs that extend across channels—including both digital and offline. These campaigns may cover branding, marketing and other customer interactions such as customer service.
Because immersive programs necessarily involve customer data analytics, marketing technology (martech) capabilities and programming requirements, these firms have effectively become equal parts technology experts and design experts. They may consult with clients on preferred or required martech capabilities. They typically operate some portion of these capabilities on behalf of clients and require some degree of integration between clients’ customer data and marketing systems as well as their proprietary systems.
In addition to analyzing customer behaviors and journeys, agencies and boutique firms also evaluate overall performance of customer-facing systems such as websites and commerce sites. They take a comprehensive view of delivering brand experiences, regardless of channel.
Constellation considers the following criteria for these solutions:
- Strategy planning
- Messaging assessment and development
- Best-practices methodology
- Art-of-the-possible strategy and technology road map
- Customer data integration and management
- Design and creative space
- Design thinking approach
- Program/campaign execution
- Operating in three continents
- Innovation centers
The Constellation ShortList™
Constellation evaluates more than 100 solutions categorized in this market. The Constellation ShortList is determined by client inquiries, partner conversations, customer references, vendor selection projects, market share and internal research.
- Harte Hanks
- Publicis Sapient
- Wunderman Thompson
Frequency of Evaluation
Each Constellation ShortList will be updated once per year. There could be an update after six months, should the analyst deem it necessary.
Constellation clients can work with the analyst and research team to conduct a more thorough discussion of this ShortList. Constellation can also provide guidance in vendor selection and contract negotiation.