Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

Get it on Amazon (Kindle/Print)

Brands are missing the mark on their Digital Experiences

US$5 trillion invested and still not much to show for it

The study found that misalignment is not only driven by businesses out of sync with customers, but it goes in both directions. Consumers do not believe that businesses are investing in digital initiatives that result in meaningful outcomes.

In every market and every vertical, consumers underestimated the number of businesses that are investing heavily in every customer experience outcome by at least 50%. Consumers also are not giving businesses credit for the level of investments they are making.

Conversely, businesses are not listening to - or understanding - the evolving needs of their customers. According to the study, only 28% of enterprise digital transformation initiatives are started specifically with customer needs as the priority.

"Improvements in costs and efficiencies are always welcomed and clearly important to project funding, but the real returns and real impact of digital starts and stops with its impact on the customer experience," said Thomas E. Hogan, chairman and CEO for Kony. "The Kony Digital Experience Index highlights a chasm between consumer expectations and business spending. The fact that only one in five consumer respondents felt any significant improvement demonstrates the enormous opportunity that remains for businesses to leverage digital for customer loyalty, service levels, convenience, and commerce."

The study also ranks businesses efforts on the Kony Digital Experience Index (KDXi). KDXi Leaders and Laggards are scored based on how the business delivers on several digital experience outcomes, such as improving web experiences to make it easier to navigate, more engaging and intuitive to use; providing comprehensive online and mobile capabilities so users can do everything online or on their mobile device, quickly and easily; and offering cutting-edge digital experiences such as AI, chat bots and augmented reality.

While there are a number of differences between KDXi Leaders and KDXi Laggards, the consistent theme for KDXi Laggards is an internal focus (improving workflow productivity, cost reduction, better internal collaboration) while KDXi Leaders have an external focus (meeting customers' changing expectations, agility, risk management - such as cybersecurity). Furthermore, KDXi Leaders consistently recognize the need for change and they are prepared to take risks. They have agile, customer-focused organizations that recognize digital transformation is a cultural change, not just a technological change.

Hogan explained, "Laggards are simply trying to keep pace and improve internal efficiencies. The customer experience is not the main focus, and that's painfully obvious to the customer. Businesses must listen to and understand customer needs such as data security, digital support and improving mobile experiences, which are especially high in the US and North America."

The findings in Kony's Digital Experience Index were based on 1,600 respondents across the US, Europe and Asia. Of that group, 800 were major contributors or leaders of digital transformation initiatives in Enterprise businesses with 500+ employees.

Have you seen The Marketing Operations Playbook?

Learn the insider's tricks and techniques to super-charge your company's marketing operations, build up your market share, make more sales through repeat business and customer loyalty, and prove your marketing's true worth through analysis and reporting.

The Marketing Operations 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 the marketing book you can't afford to be without.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

This comprehensive and practical guide to the latest ideas in marketing operations 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.

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 Marketing Operations Playbook at your side, you'll gain 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: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

Get it on Amazon (Kindle/Print)