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)

Inefficient marketing technology losing billions in sales

Poor tech and no talk makes jack a dull marketer

The research study, entitled "Connect your martech to connect with your customers", showed that more than 60% of marketing respondents believe they are leaving significant revenue and sales opportunities on the table due to their organization's marketing technology ("martech stack").

Key findings from the research included:

• Martech is the foundation of great CX - if it is done right. However, most companies find it difficult to achieve. Two-thirds of respondents agreed that their organizations weren't very mature when it comes to understanding the customer experience, personalization and data analytics.
• Problems with martech can impact the entire business. Without an optimized martech stack, companies struggle to deliver a consistent CX, leaving money on the table - a situation reported by more than half of marketing respondents.
• Businesses need to rethink their martech priorities, leveraging AI and analytics to rebuild the foundation. These technologies are key to helping identify customer needs, improving customer experiences and making marketing technology future ready. But the majority of respondents have yet to adopt AI or analytics.
• Revising team skills, training and hiring can help businesses stay competitive. Along with hiring the best talent, businesses need to focus on working with the best partners to augment skillsets and train employees for collaboration. Today, more than half of marketing respondents say their martech stack is not user friendly, and even more IT respondents say marketing employees do not receive the necessary martech training.
• Companies can capitalize on the new roles and expanding responsibilities of the CMO, CIO and chief digital officer (CDO). Lack of collaboration across these key roles was something the majority of respondents cited as hampering their company's ability to deliver great customer experiences. Balancing technology and marketing needs is becoming a business imperative for companies to connect with their customers.

"Great customer experiences can deliver 3x the ROI to a business, but companies need to invest and optimize their marketing technology to achieve this," said Stella Goulet, chief marketing officer, Avanade. "Increased collaboration between key IT and marketing leaders is part of the equation, but identifying trusted partners is critical to building strong customer connections and helping these traditional cost centers transform themselves into core drivers of revenue."

"When there is a disjointed customer experience with a business, there is a lost competitive advantage," added Anil Gupta, executive vice president of program management, Sitecore. "IT and marketing must align to solve this challenge and leverage the right technology and a digital strategy that prioritizes a customer-centric approach, including personalized experiences and a trusted customer relationship."

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)