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Customer Experience Trends 2016

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  • Lotta Laurin Head of Marketing, Nordic @evlaurin [email protected]

  • Customer Experience Trends that will define 2016

  • Weve Entered the Connected, Digital World And now the customer is in control

    Cloud: Scale, performance, and real-time access

    Social: New places to meet our customers

    Mobile: Always-on, always-connected experiences

    Analytics: Relevant and personalized interactions

    IoT: Connected sensors, beacons, devices, and apps

  • Your company

    of customer data has been analyzed 1 < % 77 % of customers are not engaged with companies

    The Customer Gap Your customers

    IoT

    Cloud

    Analytics

    Mobile Social

  • Click Facebook Ad

    Newsletter Sign-up

    Personalized Content Email

    Mobile Opt-in Download App

    Contact Customer Support

    Evangelize on Facebook

    Support Issue Resolved

    First Purchase

    Every Customer Is on Their Own Unique Journey Grouping, segmenting, and stereotyping is no longer enough

  • *Transforming Customer Experience: From Moments to Journeys, 2013

    Journeys are strongly correlated with business outcomes.

    +36% Customer

    satisfaction

    +15% Revenue growth

    +28% Willingness to recommend

    +33% Less likely to cancel/churn

  • Customer experience has overtaken price and product as the key brand differentiator.

    #1

    2016 is All About Customer Experience

    Price Product Customer Experience

  • Customer Experience - How a customer feel about a company over time

  • Trends and insights from nearly 4,000 marketing leaders worldwide

    State of Marketing 2016

  • What we were looking for:

    Overall trends changing the role of marketing

    Nearly 4,000 Marketing Leaders Surveyed Worldwide Exclusive to marketers holding leadership roles

    1706

    353

    1190

    726

  • About the Respondents Self-identified according to performance level

    Respondents identified as

    High Performers Extremely satisfied with the current outcomes of their companys marketing investment

    Moderate Performers Very or moderately satisfied with the current outcomes of their companys marketing investment

    Underperformers Slightly or not at all satisfied with the current outcomes of their companys marketing investment

    18%

    68%

    14%

  • Customer Experience is the Holy Grail Customer satisfaction is the number one success metric for marketers

    Marketing is more about building and sustaining customer relationships than filling the funnel.

    24%

    33%

    35%

    Customer acquisition

    Revenue growth

    Customer satisfaction

  • Top 3 challenges 2016

  • The Answers What is the difference between high performers and underperformers? - Four key take away

  • Focus on Customer Experience #1

  • High-Performing Marketers Lead the Customer Experience Nearly 8x more likely to lead CX and digital transformation

    8%

    8%

    21%

    23%

    58%

    63%

    Leading CX across their business

    Implementing digital transformation company-wide

    Marketing leaders who strongly agree that theyre

    High Performers Moderate Performers Underperformers

  • 60%

    21%

    4%

    Top Marketers Create a Single View of the Customer 13.7x more likely to integrate systems supporting a single view

    Marketers who strongly agree theyve integrated business systems to create a single view of the customer

    High Performers Moderate Performers Underperformers

  • Customer Journey Strategy #2

  • 88% Say a customer journey strategy is critical to success for their overall marketing

  • Heavy tech users #3

  • Executive Buy-In #4

  • Executive Buy-In Is the Critical for Success

    83% of high-performing marketers have their executive teams complete commitment to their marketing strategy.

    High-performing marketing teams are supported from the top down

    40%6

    0%

    30%

    20%

    50

    %

    10%

    70%

    80%

    Moderate performers

    Underperformers

    High-performing vs.

    Underperforming Teams

    2.6xmore likely to say their

    executive team is completely

    committed to the overall

    marketing strategy

    High performers

    83%

    31%

    42%

  • Our vision of a customer journey is to deliver a seamless, connected experience across any device at a global scale. Carlson Choi, Vice President, Digital Initiatives Group

    Mattel crafts a life-long, cross-channel customer journey Uses Marketing Cloud and Journey Builder to eliminate silos and unify brand on a single platform

    Allows company to transition the customer from brand to brand throughout their lifetime

    Leverages Marketing Cloud Services to align overall business strategy with technology and operations to deliver customer-centric journeys globally that drive business results and provide a connected experience across all brands and digital touch points

    Industry: CPG Segment: EBU

  • 01 | Top teams owns the Customer Experience

    02 | Top teams has a customer journey strategy

    03 | Top team are smart with tech adoption

    04 | Top teams align with business leadership

    How the Worlds Top Teams are Thriving Four key takeaways

  • - Self Service solutions/Communities - Get more data driven - Ensure your mobile presence - Its time to get the 360 view - Use Predictive and Personalized Communication

    2016 Checklist...

  • thank y u

  • Lotta Laurin Head of Marketing, Nordic @evlaurin [email protected]

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