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)

Almost all marketers now practice 'agile' marketing

Despite all those consumer data privacy regulations

While the previous edition in the report series highlighted the barriers to 'great personalization', the Q2 report discusses how marketers are leveraging agile marketing to better align their organizations and create successful, data-driven campaigns.

As 85% of respondents plan on increasing their adoption of agile and 57% have formal plans to do so in the next 24 months, the report predicts a continued increase in agile marketing in the coming year.

"The pandemic has shone a bright light on the importance of agile thinking and practices and we are encouraged to see such widespread adoption of agile marketing," said Jose Cebrian, senior vice president, marketing strategy at Merkle. "Through agile adoption, marketers can help cut through disruption to achieve their organizational goals efficiently and effectively. This report provides brands with rich, research-based information and examples to make better business decisions in their journey to deliver the total customer experience."

The findings compare how respondents from different verticals have specifically implemented agile in their marketing practices. The retail, financial, and high-tech segments have implemented agile marketing more extensively, compared to nonprofit, insurance and travel, media, and entertainment which show a less mature adoption.

The Q2 2020 report also discusses consumer privacy regulations, such as the General Data Protection Regulationand the California Consumer Privacy Act. Highlighting how these regulations are impacting marketers' abilities to deliver the total customer experience, 92% of respondents are confident in their ability to comply and 67% see them as positively impacting their marketing capabilities.

Despite the impact of these regulations on data practices, marketers still recognize the importance of balancing data sources. When asked what types of data are driving their personalization efforts, 41% of respondents indicate a mix of first- and third-party data most often. When analyzing these responses by region, the report shows that UK marketers select first-party data most often, while US respondents use both first- and third-party data together 11% more.

The insights in the report were gained from a survey of 400 marketers at major US and UK brands, spanning industries including retail and consumer goods, high-tech, financial, travel, media, entertainment, health, insurance, and non-profits.

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)