Nuts & Bolts - Customer Experience: Eye on the Buy(er)
Ah, baseball. The American pastime. Every kid who learned to hit growing up has heard "Keep your eye on the ball!" Looking into 2015, marketers are learning a new game: Customer Experience (CX). And the maxim your CX little league coaches are telling you? "Keep your eye on the buyer!"
In their "Presentation for CMO Spend Survey 2015," the researchers at Gartner followed the money trails of 2014 and discerned some trends as to where we might be headed in this new ye furthering the customer as "a more self-service buying model."
During 2014, the survey showed 18 percent of the average marketing budget went to supporting customer experience. Look for that number to rise in 2015! Followed by marketing operations and analytics, CX was the most increased marketing technology investment of 2014, and the train shows no signs of slowing.
Another important thing to keep in mind is that CX spans digital and traditional marketing, so budget increases in either category can—and should—be put toward furthering the customer as “a more self-service buying model.”
So this year, when the CEO asks if there are any things to focus on in the marketing budget? Jump up and shout, "Put me in, coach!"