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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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Most successful businesses focus on the Total Experience

But only 60% have a cohesive customer interaction strategy

The most successful businesses are the ones that recognize the fact that customer-centricity involves an interconnection between Customer, Employee, User, and Multi-experience, according to an online market research survey conducted for Avaya by IDG Communications.

While companies often develop the right strategies, the survey found that the best customer outcomes happen where tools and strategy intersect and focus on this interconnection to deliver a superior 'Total Experience'.

In fact, most companies believe customer experience is an intrinsic part of their brand and it's everyone's responsibility to uphold within the organization. They also agree that a good customer experience includes empowered employees (Employee Experience) 82%; memorable, personalized interactions in moments that matter (Multiexperience) 83%; and the interaction of humans, data, and technology (User experience) 83%. Just over half (59%) of the respondents indicate they are performing adequately on each of these aspects of the Total Experience.

Unsurprisingly, customer-centricity correlates with good experience and communications strategies, yet only 60% say they have a cohesive customer interaction strategy. Most companies employ the standard customer support tools and platforms, such as email, phone, and social media. Those who scored higher in Total Experience empower employees with newer tools and platforms (messenger platforms, video chat, chatbots, and virtual assistants) that simplify support and transform customer experiences. They also utilize more complete analytic tools.

Seventy-one percent of businesses with good Total Experience scores and 74% with good interaction strategies are more likely to have the right customer insight technology. In fact, 97% of businesses say employees empowered with the right technology can transform customer experiences. The right communications and collaboration tools empower everyone. Offering customers and employees a broader communications solution allows everyone to communicate in a way that meets their needs.

"A monolithic, one-size-fits-all approach doesn't meet the wide range of needs businesses and their constituents have," said Simon Harrison, Senior Vice President and Chief Marketing Officer, Avaya. "When companies intentionally combine customer, employee, user and multiexperience thinking, they elevate everything these approaches can achieve on their own - enabling them to deliver exactly what's needed at every interaction."

Avaya's own OneCloud (CCaaS) aims to make it easy to connect everything - voice, video, chat, messaging, and more - to create effortless experiences for customers and employees at every touchpoint, enabling businesses to provide the sought-after Total Experience.

Sources: Avaya; IDG Communications / The Marketing Factbook.
Copyright © 2022 - 2025 The Marketing Factbook.

Categorised as:

Customer Experience
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.

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.

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.

Get it on Amazon (Kindle/Print)