2015 Outlook: Marketers to Compete on Customer Experience
"Customer experience is seen as the standout imperative for 2015 and beyond," says Mark Phibbs, VP of EMEA Marketing for Adobe, "with 22 percent saying it is the single most exciting opportunity this year." Coming in the intro of Adobe and Econsultancy's "Quarterly Intelligence Briefing: Digital Trends 2015," it's a solid reminder that the landscape of marketing is changing.
The report makes its way through a number of categories—including personalization, omnichannel, geo-targeting, data and more—but follows the way that the marketing world has been leaning towards Customer Experience as its primary discussion. Phibbs says that CX is "taking center stage as more companies realize that this is crucial not just for differentiation against competitors, but increasingly for survival."
Breaking down the statistics in the report makes it incredibly clear that survival is something that cannot be emphasized enough in this instance. One of the most revealing statistics comes when over two thousand surveyed marketers are asked the question "Over the next five years, what is the primary way your organization will seek to differentiate itself from competitors?" 44 percent responded with "Customer Experience/Customer Service," while only five percent went with the traditional answer of saying they would differentiate based on price.
With the marketing landscape shifting dramatically as we head into 2015, it appears that Customer Experience is the next mountain that needs to be conquered on the road to success.