Recently, IBM released a study titled “Redefining Markets: Insights from the C-Suite Study,” which surveyed over 700 CMOs from more than 50 countries. CMO’s number one priority, according to the study? Developing better customer experiences. Nearly two-thirds (63%) cited this as their top priority.
When the researchers looked deeper into what made for a “better customer experience,” they found that this referred to the cumulative impact of the multiple touch points a customer has with a company and the effects that the touches have over time.
This has to be done strategically. IBM also found a huge gap between how companies perceive they are doing with their customers and how they are actually doing. Eighty percent of CEOs believe their companies are delivering exceptional customer experiences, while 78% of customers stated that the average brand doesn’t understand them as individuals at all. That’s a huge disconnect.
Customer experience isn’t a guessing game. You have to be smart and proactive about planning your marketing interactions. This requires understanding and planning across the entire customer journey.
- Understanding the buyer’s motivations.
- Anticipating the customer’s journey from brand awareness to purchase.
- Putting the right content in front of the right people at the right time.
- Presenting a consistent, positive brand image.
- Speaking to people using segmented, targeted, and personalized communications that make them feel valued.
This isn’t as difficult as it sounds, but it does require planning. Set up a time to talk to us about creating an integrated multichannel camping that creates a positive customer experience and brings your prospects all the way to a sale.
CMO Priorities for the marketing organization
|Create better experiences for customers||63%|
|Increase depth of analytical skills||53%|
|Improve operations and organizational structures||41%|
|Enhance social and mobile||38%|
|Better measures of marketing effectiveness||29%|
Source: “Redefining Markets: Insights from the C-Suite Study” (IBM, 2016)