Tag Archives: customer experience

The Six Pillars of B2B Customer Experience Excellence – Profs

Customer Relationships – Poor customer experience drives brand switching—a key reason for three quarters of lost customers. And customers who suffer a bad customer experience spread negative word-of-mouth.

Source: www.marketingprofs.com

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Who owns the customer journey? – Squiz

Discover how marketers’ views on customer-centricity have been shifting, and the report contains our findings, research analysis and some advice on how marketers can step-up and be the customer champion.

Inside this free download, we investigate:

  • Whether marketers understand the importance of customer-centricity – and if they are supported in this by senior management.
  • Whether marketing thinks it owns the customer journey – and whether the rest of the business feels the same.
  • What levels of confidence marketers have when using technology for achieving customer centricity, and whether they have the ability to influence what tech decisions are made.
  • Whether marketers are the voice of the customer in their organisation and, if not, what steps they need to take to become so.

Source: www.squiz.net

If you download and read (and you should), note the ROI on CX…or lack thereof.

 

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Customer Experience: A Warm Blankie That Can Hurt – marketingIO

Yeah, that CX blankie looks so good when you read about all the benefits: CX leaders growing revenue 3x faster than CX laggards; high levels of customer retention; positive WOM; and so on. And it’s all true. CX is vitally important to the B2B organization as it continues to mitigate churn and squeeze the highest possible levels of return from previous marketing investments from continued purchases.

But here’s the big problem: it’s an exposed function that will be first to get cut from the Marketing budget when the going gets tough. And it will get tough, as it always does.

Source: www.linkedin.com

An important read…and warning.

 

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Salesforce survey: Customer satisfaction is more important to marketers than revenue or customer acquisition – Marketing Land

It’s all about customer satisfaction. That approach, which is increasingly becoming accepted wisdom among digital marketers, is confirmed in Salesforce’s newest “State of Marketing” report, out today.

Thirty-five percent of surveyed marketers cited customer satisfaction as their top success metric, edging out the traditional goals of revenue (33 percent) and customer acquisition (24 percent). This is the second year in a row that customer satisfaction has maintained this top position.

Customer satisfaction has become the top goal of many digital marketers, in large part because of digital technologies. When a comparably priced service or a product of similar quality is available within a few clicks, as it for many offerings, then keeping customers requires that they have positive feelings about their dealings with the brand.

Source: marketingland.com

People running to their comfort zone?

 

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Don’t Let Volatile Markets Scare You Away From Customer Experience Investments – Forrester

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Source: blogs.forrester.com

If you can’t measure it, DON’T TOUCH IT!

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Improving the business-to-business customer experience | McKinsey & Company

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Source: www.mckinsey.com

Examples when you CT.

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Customer Experience Mapping: Three Key Considerations – SiriusDecisions

1. Identify the team. In b-to-b organizations that have a customer experience function, an individual from this group is often assigned to lead this type of project. Best practice is to have an internal executive champion and a steering committee help shape the project, build cross-functional alignment and communicate internally (as well as to customers) the importance of this endeavor.

2. Determine the scope. Will your customer experience map be for specific customer role profiles (i.e. customer personas) or an amalgamation of different roles? Will it be for a specific segment or region? Will it map all channels or only a select few? Will it include all types of touches? Will it cross the entire post-sale lifecycle or be specific to a subset (e.g. onboarding)? 

3. Earmark future resources. Since most mapping initiatives identify more opportunities than can reasonably be implemented (or where the business case doesn’t justify investment), conduct a prioritization exercise internally, as well as with customers, to assess where the biggest yield will come. To make this an ongoing point of differentiation, consider standing up a center of excellence to continue mapping other areas not included in the initial scope.

 

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Source: www.siriusdecisions.com

Key? Yes. Critical? No.

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