We’re now over a quarter of the way into the year: the clocks have gone forward and we’re inching our way slowly into the sunnier season. But what about our good intentions from the start of the year? Are we still pushing those big issues that were flagged as high-priority on the 2019 industry reports?
Salesforce’s ‘State of Marketing Report’ is a good benchmark. It was published at the end of last year and highlights the big issues and topics for 2019: personalisation, data, and the omnichannel experience – CX at its heart. We’ll pull out some key insights from the report, and check we’re sticking to our business resolutions.
CX is important – according to the customer themselves!
80% of customers say the experience a company provides is as important as its products and services. Is this something that’s reflected in your budget? We’re not saying you have to divert £80 towards your CX programme for every £100 spent on the product/ service you offer, but it gives you an interesting stat to fall back on when you’re seeing how you’re spending money, and where your attention is focused.
In addition, 84% of customers say being treated like a person, not a number, is very important to winning their business. Translate this into actionable advice, and it means providing personalised experiences, and those moments that a customer or client can see that you understand them. The root of this is data, and the moments of delight that creative messaging and concepts can deliver.
But we’re not listening hard enough and acting fast enough
But apparently this isn’t enough to drive us yet. Only 54% of high-performing marketing teams lead customer experience initiatives across the business. This is your wakeup call. It’s been over 3 months since the Salesforce report was published, and if you haven’t already, it’s high time you jumped on this bandwagon.
So… what first?
The report highlights some really key things high-performing organisations do to get ahead for you to consider:
- They use customer data and map the customer journey
- They integrate internally
- They engage with customers in real time
- They have a single customer view
- They provide an omni channel experience
We know these things don’t happen overnight. But they are key action points to future-proof your business, and the composite parts of a CX strategy that you need to be honing. Make it your goal for the remaining eight-and-a-bit months to start tackling some of those key issues on the list.
Find the full report and its findings here.