Yes, Marketers, CX Is Your Problem, Survey Says
Marketers saying “it’s not my fault” when customer experiences fall flat aren’t getting a pass, even from their own organizations. Consumers having bad brand experiences already don’t care about web department and marketing team silos. Now, research released yesterday shows more than half of marketers take “the blame if CX is poor,” finds UserTesting Inc.
So marketers need to conduct CX research, suggests UserTesting in its report, “CX Goes Mainstream: The Customer Experience Industry Report, 2018.”
Over 35 percent of respondents felt that everyone in the organization is responsible for the customer experience. This reveals an opportunity for companies to embrace the democratization of customer experience research and empower teams across disciplines to conduct and own their own CX studies.
It’s also interesting to note that, although many felt everyone in the organization played a role in the customer experience, when things went wrong, the majority of marketers reported that they would be blamed for a negative experience.
UserTesting polled marketers, as well as members of the product and design teams and more.
The resulting study also notes that it’s important for marketers to realize that CX extends across all departments and channels, as far as consumers are concerned. So even as most respondents tell UserTesting that they’re increasing investments in CX, “some showed uncertainty about how their CX compares to the competition, and 20 percent said their customer experience is terrible.”
Intelligently, marketers who do conduct CX research are investigating the entire customer journey — including offline experiences, UserTesting reports.
In announcing the report, UserTesting quotes Forrester Research:
“Improving CX improves profitability: The revenue growth of CX leaders is 5.1 times that of laggards.”
Speaking of data like that, respondents told UserTesting that research looking into CX — as in, the human experience with brands — should also include human insights. “About 40 percent say analytics and quantitative data has too much influence in marketing,” it reads.
(This, on the same day that YouTube’s machine learning-driven vetting allowed a conspiracy theory video about a Florida school shooting survivor to reach its top trending spot. Unilever recently cited such problems in a statement about removing ad dollars until customers didn’t see that kind of content associated with the brand. Hence, CX is a broad topic marketers are monitoring.)
Great CX is critical to business success: 90 percent say that great customer experience is critical to success, and nearly 90 percent say their companies compete on the basis of CX.
What do you think, marketers?
Please respond in the comments section below.
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