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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)
 

Multichannel customer journeys 'a struggle'

Companies are struggling to join up the customer journey because of the growing number of touchpoints across the digital and physical worlds, according to research by Econsultancy and ResponseTap.

The report reveals that the complexity and number of touchpoints is perceived to be the most significant obstacle to a better understanding of the customer journey, with over a third (35%) citing it as a top barrier.

The research also found that only a minority of organisations are using a variety of methods for joining up online and offline customer journeys, including loyalty schemes and point-of-sale data collection.

Less than half of companies with call centres are using telephone call tracking as a way of connecting online and offline, revealing missed opportunities for improving the customer experience and increased sales.

The study, based on a global survey of almost 2,000 marketers and ecommerce professionals, highlights the importance of data as a critical aspect of the customer journey jigsaw, with survey respondents rating this as a higher priority than people, culture, processes and organisational structure.

The study, entitled 'Understanding the Customer Journey: More Than Just Online', found that 12% of companies rated themselves at 'advanced' at understanding the customer journey, compared to 51% who said they were 'intermediate' and 32% who classed themselves as 'beginner'. Worryingly, 6% described their understanding as 'non-existent'.

The study also found that there has been little improvement in the integration of channels within organisations since a Multichannel Customer Experience survey carried out by Econsultancy four years ago. As was the case in 2011, 38% of responding companies say that the 'customer journey is understood but with little management across touchpoints'.

"After seeing the results, we have to understand why marketers stagnated for four years: were they biased by digital strategies, or are there other reasons? Is digital stealing the show, in detriment of the traditional other channels? If so, with 66% of the companies identifying the call centres as the most relevant offline channel for their business, it is becoming essential to make the link between all the businesses' activities: it's now, or never." explained Bhavesh Vaghela, Chief Marketing Officer at ResponseTap.

Linus Gregoriadis, Research Director at Econsultancy, concluded: "The huge response we had to this research highlights what an important topic this for businesses who are struggling to come to terms with the complexity of customer interactions. This is increasingly essential in a multichannel age but many organisations are failing to take a joined-up approach which can help them bridge what is all too often a digital and offline chasm."

Other key findings included:


Sources: Econsultancy; ResponseTap /
The Marketing Factbook.
Copyright © 2015 - 2025 The Marketing Factbook.

    Categorised as:

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

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)
 
Copyright © 2001-2025 Peter J. Clark