Recently, IBM released a study titled “Redefining Markets: Insights from the C-Suite Study.” It surveyed over 700 CMOs from more than 50 countries. What was CMOs number one priority? Developing better customer experiences. According to the study, nearly two-thirds (63%) of CMOs agreed that this was their top priority.
As a result, researchers looked deeper into what makes a “better customer experience.” They found that this referred to the total number of multiple touch points a customer has with a company. In addition, they have to understand the effects of those touch points over time. These marketing touches need to done strategically.
Most noteworthy from the study, they found a huge disconnect between brands and customer perception. While 80% of CEOs believed their companies deliver exceptional customer experiences, however, 78% of customers stated that the average brand doesn’t understand them as individuals.
Furthermore, customer experience isn’t a guessing game. You have to be smart and proactive about planning your marketing interactions. Therefore, you need to understand and plan across the entire customer journey to enhance their experience.
Enhancing their customer journey may include:
- Understanding the buyer’s motivations.
- Anticipating the customer’s journey from brand awareness to purchase.
- Putting the right content in front of the right people at the right time.
- Presenting a consistent, positive brand image.
- Speaking to people using segmented, targeted, and personalized communications that make them feel valued.
This isn’t as difficult as it sounds, but it does require planning. Set up a time to talk to PrintComm about creating an integrated multi-channel campaign. We can help you create a positive customer experience and bring your prospects all the way to a sale.
In conclusion, these are the remaining responses for CMO Priorities:
|Create better experiences for customers||63%|
|Increase depth of analytical skills||53%|
|Improve operations and organizational structures||41%|
|Enhance social and mobile||38%|
|Better measures of marketing effectiveness||29%|
Source: “Redefining Markets: Insights from the C-Suite Study” (IBM, 2016)