The State of Customer Experience and What Marketers Are Doing About It
The marketing priority for customer experiences is for them to be seamless — but they’re not. Recent research finds 61% of marketers “struggle to provide a seamless customer experience.” And this finding comes as more and more consumers are showing they value experiences and experiential marketing enough to deliver ROI.
But in order to deliver better customer experiences, marketers need to ace the four elements of good CX, says RedPoint Global’s survey, conducted by Harris Poll and announced on March 27. In “Addressing the Gaps in Customer Experience,” the research states that good CX has:
- Customer Understanding
How to Achieve a Good Customer Experience
Seamless CX may need to start with properly identifying the customer, as their main complaints are irrelevant offers, including ones to existing customers as if they’re new — while trying to sell them what they just bought.
As far as “seamless” goes, the sixth annual “Customer Experience (CX) Industry Report” from UserTesting shows marketers are far from achieving it. About 85% of customers want an improved CX, reads the research announced on March 28.
But legacy martech just isn’t cutting it, finds RedPoint. The research provides statistics on what marketers are using in the way of customer engagement systems, or martech tools that are triggered by customer behaviors to take automated actions (such as email messages, social posts, or texts) and range from CRMs to marketing automation software, to all-in-one solutions. The RedPoint data below shows CESs need better data integration and mission alignment in order to serve up better CX:
- 61% of marketers with up to nine CESs struggle to provide a seamless CX
- 76% of marketers with 10 or more engagement systems struggle to provide a seamless customer experience
Perhaps unsurprisingly, a customer journey analytics software company says customer journey tools are the solution.
In a June 6 announcement about its research, the customer journey analytics software company Pointillist says in its “2019 State of Customer Journey Management & CX Measurement” report:
“Most organizations are unable to link customer experience metrics to quantitative business KPIs, such as revenue and churn. Only 6% of respondents in under- and average-performing organizations state that they are satisfied with their organization’s ability to quantify the impact of customer experience on business KPIs.”
UserTesting says executives told them “it’s a priority to enable people in the org to do user research. To meet customer needs, human insight through customer research must be available to everyone across the organization.”
RedPoint seconds that silos need to go”
“Siloed legacy marketing technology … [hasn’t] delivered on the promises of real-time engagement, customer understanding, personalization, privacy, a single customer view, and omnichannel presence demanded by the modern consumer.”
What do you think, marketers?
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