Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Marketers battle against fragmented channels

The 'Disconnected Customer Channels' survey report observed that, while most organisations are striving to fully integrate their communications and recognise this as best practice, only a minority has achieved it. Companies that are using sophisticated marketing segmentation techniques based on deep customer insights are also more likely to be using predictive analytic tools and communicating with customers via their preferred channels. But, despite this, only 2% of companies said they had already arrived at this level.

Among the key findings of the survey, which examined companies in the financial services, telecoms and utility industries:

• Organisations are finding integrating communications channels a real challenge with 90% saying they want to do so but only 31% achieving it.
• The situation is compounded by the growth in channels: Over half (53%) now engage with customers via social networks but only 8% achieve integrated, cross-channel communications based on preferences.
• The result is often lost customers, with fragmented communications blamed by 32% for losses during onboarding, and mass targeting blamed by 26%.
• Some 27% say they are not capitalising on the inbound channel and only 9% have systems that model customer behaviour to make appropriate prompts that enable staff to maximise the opportunity.

Gary Roberts, executive vice president (EMEA) for Pitney Bowes Software, explained: "Customers now use a whole range of different communications channels and expect continually improved standards of customer service from their providers. These providers need to speak with a clear and coherent voice and this is proving a real challenge with today's disconnected channels."

There are three things that companies can do to connect their customer channels together to help drive customer loyalty and lifetime value:

1. Embrace technology to achieve cross-channel marketing;
2. Fine-tune channel exploitation and make the most of all opportunities, particularly during the 'onboarding' phase and with the inbound channel;
3. Gather insight during every interaction and use this to enable more relevant communications at every touchpoint.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)