Organizations cite elevating the customer experience as a top priority.
Organizations across almost all industries recognize the value excellent customer service provides to the reputation and success of their business. And in today’s competitive environment, customer experience has become a formal practice and the paramount priority.
The issue is so important that a recent online survey of 450 senior marketing executives found an overwhelming 95.6 percent of the panelists observed that elevating the customer experience represents a priority. Yet only 19 percent believe their organization’s efforts are substantially better than their competitors. And while no single obstacle dominates the challenges they face, elevating the customer experience has taken on new meaning as consumers grow more discerning in their expectations and aligning disparate media grows more complex.
Read the report, Elevating the customer experience, issued by The Data & Marketing Association (DMA) and the Winterberry Group, sponsored by Pitney Bowes.
Why activating powerful customer experiences is a priority
Marketers agree delivering best-in-class experiences ultimately supports a range of key business objectives, including:
- Creating better or more personalized experiences (70.8 percent of panelists)
- Improving customer loyalty (60.5 percent)
- Executing omnichannel strategies (57.4 percent)
- Improving conversion rates (50.1 percent)
To achieve these objectives, they must integrate several components that are simultaneously clear to the consumer, yet hidden from view, including:
- Data and audience management
- Personalization and versioning
- Campaign management
But before any of this can be achieved, organizations must know their own customers’ expectations so they can accurately and proactively make the most effective decisions. The keys involve developing a holistic view of the customer and building and delivering content based on each user’s individual and unique interests at their moment of need.
Recognize and overcome the challenges
Although no single challenge inhibits the objectives, organizations cite several common factors that limit the ability to develop optimal audience insights for use in enhancing customer engagements. Not surprisingly, the primary challenges cited involve data, analytics, and lack of information and / or organizational structures that separate assets and tools. Leading the obstacle gauntlet are:
- Lack of sufficient audience data (39 percent of respondents)
- Siloed organizational structure and / or fragmented technology management (38.3 percent)
- Lack of measurement and analytics tools supporting customer experience (32.8 percent)
- Lack of investment and / or support from senior management (23.1 percent)
Although each organization will approach elevating the customer experience in its own way, several fundamental questions can help add clarity to the effort. Ask:
- Do you have access to the right audience data?
- Is your organizational structure able to facilitate the exchange of audience data, content and business rules between departments?
- Do you have the tools to derive insights and dynamically engage your customers?
- Do you have effective partnerships with third parties to provide the right tools and strategic guidance?
- What is your vision of customer experience and are you positioned for future potential evolution and innovation?
To learn more about the steps companies are taking to optimize the customer experience and to gather recommendations to help you, read the Winterberry Group and Data & Marketing Association report, Elevating the customer experience, sponsored by Pitney Bowes.
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