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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Survey pinpoints customer experience gap

Delivering an exceptional customer experience has proven to be a significant challenge to most organisations, even though they understand the critical impact it has on their businesses, according to a survey from marketing firm infusion and BPM expert Pegasystems.

The survey report, entitled 'Designing and Managing Customer Experiences for Improved Brand Performance', found that although 95% of organisations said the customer experience was important, only 6% considered their organisations 'best practitioners' in that regard.

These results highlight a significant disconnect between understanding the impact of customer experience and actually being able to deliver a positive experience. The majority of executives surveyed cited disjointed customer touch-points across channels and customer facing organisations as one of the key factors contributing to an inconsistent and often negative customer experience.

As a result of channel and organisational silos, companies are lacking transparency and integration in customer facing initiatives across the organisation. More than two thirds (69%) of executives surveyed believed that the lack of coordinated customer touch points is resulting in a negative impact on their brand.

The survey also highlighted a strong correlation between companies who successfully deliver great customer experience and the positive impact on their brand reputation. Successful organisations have been able to move beyond generic customer experiences to deliver more personalised, relevant experiences during every customer interaction. Responses cited that such efforts are usually driven top-down from the CEO, with the Chief Marketing Officer (CMO) best equipped to lead such initiatives.

"Today's organisations are challenged to unify incredible amounts of customer data that are typically siloed across various departments as they struggle to adapt to new channels and provide more consistent customer experiences across touch-points," said John Ellett, CEO for nFusion. "We found that the organisations who are able to overcome this fragmentation issue are enhancing their customers' experiences and realising a positive impact in their brand reputation."

"The role of CMOs has evolved in recent years and increasingly they are being asked to lead cross-functional customer experience initiatives to improve competitive performance," added Grant Johnson, CMO for Pegasystems. "Given the negative impact a poor customer experience can have on brand reputation, CMOs have a unique opportunity lead the charge to orchestrate all customer touch points across their organisations to drive overall customer value, as well as more consistent and positive customer experiences."

Sources: NFusion; Pegasystems / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

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The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

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