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Lotta Laurin Head of Marketing, Nordic @evlaurin [email protected]
Customer Experience Trends that will define 2016…
We’ve 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 company’s marketing investment
Moderate Performers “Very or moderately satisfied” with the current outcomes of their company’s marketing investment
Underperformers “Slightly or not at all satisfied” with the current outcomes of their company’s 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 they’re…
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 they’ve 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 team’s 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 World’s 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]