What is The Marketing Technology Alert?
The Marketing Technology Alert, created each weekday, summarizes the 12-20 best marketing automation-related articles, presentations, videos, infographics, etc., published by analysts, bloggers, journalists and other marketing experts. We go through 500-600 articles each day…so that you don’t have to!
Go here to review The Marketing Technology Alert!
- Your Must-Read MarTech Digest™, for Tuesday 5/10/16 #MarTech #DigitalMarketing
- 4 tips to help switch marketing automation systems – CIO
- Gartner for Marketing Leaders: Gartner’s 2015-2016 CMO Spend Survey
- How Inbox Providers Identify Bad Senders – Litmus
- 7 Conversion Rate Optimization Mistakes You Don’t Know You’re Making – CrazyEgg
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Tag Archives: customer experience
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.
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.
If you download and read (and you should), note the ROI on CX…or lack thereof.
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.
An important read…and warning.
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.
People running to their comfort zone?
If you can’t measure it, DON’T TOUCH IT!
Examples when you CT.
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.
Key? Yes. Critical? No.