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)

Shift to digital is leaving marketers in the dark

The study found that although 55% of senior marketers in the UK were reaching out to their customers across seven or more channels, almost half were failing to collect high volumes of in-depth customer satisfaction and engagement data (49%) to use in their tailored marketing campaigns. Meanwhile, only one quarter (25%) said they were collecting point of sale (POS) data, and even fewer (19%) collect psychographic data.

However, the research showed that the UK leads the rest of Europe when it comes to investment in marketing technology, with marketers spending 13.7% of their budgets on it in the UK, compared to 11.7% across Europe.

Additionally only half of UK marketers are recognising the value of customer service and engagement data and web browsing behaviour. In comparison, in Europe psychographic data - which incorporates customers' personality, values, attitudes, interests and lifestyles - ranks far higher allowing European marketers to offer a more personalised brand experience to their customers, drawing on individual preferences and spending behaviour.

The research also highlighted a strong commitment by marketers across the UK to increase their investment in email marketing and social media management technology, and a smaller commitment to invest in mobile and SEO marketing. This suggests a trend to focus on more traditional and reliable forms of digital communication.

"The fact that the UK is leading the charge in investment in marketing technology across Europe clearly shows that British marketers are preparing for the future and are in the best possible position to deliver results for their businesses," said Volker Wiewer, vice president for Teradata eCircle. "Investment in technology is vital if marketers are to be able to improve efficiency and ultimately contribute to increasing their companies' revenues. Marketers still need to realise the value of psychographic data, to adhere to best practices, and to offer their customers the tailored brand experience they expect."

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)