The Business Case For Prioritising And Investing In CX In 2017

The Business Case For Prioritising And Investing In CX In 2017
SHARE
THIS



Squiz’s Global Marketing Director, Robin Marchant, outlines how customer experience fits into and can support business strategies to drive tangible business outcomes.

Marketing budgets will continue to steadily rise in 2017, according to Gartner, but the question remains around whether marketers are best equipped to use these growing budget to effectively engage, maintain and grow customer loyalty.

If this was to be judged by the CMO Council, who recently found a mere six per cent of marketers have fully aligned and integrated digital and physical customer touchpoints and experiences, the answer would assumedly be a resounding ‘no’.

While a further 42 per cent are planning to better integrate campaigns into a comprehensive and connected customer experience, this should really be a goal of every marketer – no exceptions.

Robin Marchant

Robin Marchant

The significant lack of marketers who are already or are planning to prioritise and implement integrated communications strategies should be concerning to all business leaders. When done right, integrated marketing technology platforms and processes can provide a ‘single view of the customer’, opening doors for new revenue streams and lead generation tactics.

It is the business that can create and harness these capabilities that will be unstoppable in 2017. However, this journey needs to start with recognising what the hurdles are, and how to portray the importance of customer journeys beyond marketing jargon.

A siloed marketing tool leads to half-baked customer journey maps

Understanding the end-to-end customer journey enables businesses to pinpoint their exact target customer, what stage that customer is at in their buying cycle, and how to best interact with that customer to influence their behaviour.

Unfortunately, if your content management system (CMS), marketing automation system, customer relationship management (CRM) system, or search tools are functioning disparately from each other, there are significant gaps in the customer journey that your marketing team are undoubtedly missing.

For example, imagine a customer heard of a retail brand from a friend, jumped on their website to browse their clothing selection, and searched for a dress that was out of stock, but then returned to the website a week later looking for the same dress.

How targeted could the next email, instant chat, or even in-person interaction with that customer be if they had all of this data at their fingertips? Compare that with the same brand who may only have insight into the data highlighting the customer had visited and left the site once.

It’s night and day.

The insights that the marketing team can draw from the former scenario could instantly and effectively impact marketing strategies to ensure the next interaction between that customer and the brand is highly personalised and results in a sale.

Not only does this clearly benefit the business financially, but the customer is then more likely to become a repeat customer and generate future sales, as well as become a genuine fan of the brand and contribute to its growing brand awareness.

Predictability of experiences will drive more than sales

An integrated customer experience and single view of the customer provides marketers with opportunities to analyse historical data, and use it to their strategic advantage.

In the aforementioned example, sending the customer an email when the dress that they were viewing becomes in stock is one way to ‘predict’ how to best drive a sale from that individual. But several hours of internet browsing data, combined with weeks of email interaction data (e.g. open and click-through rates), could take this a step further.

Instead of assuming the customer will instantly react to an email notification, by analysing what other channels they are using, from email to social media and everything in-between, marketers can optimise the time, resources, and money spent on their next ‘customer touchpoint’.

For example, if that consumer is a regular reader of the brand’s email newsletters on the weekends but not during the week, sending the dress stock notification on a weekend will provide a personalised and targeted experience without the customer needing to opt into anything new.

On a mass-scale, when dealing with hundreds or thousands of such customers, automating processes can ensure these time and cost efficiencies are optimised on a minute-by-minute basis. This will not only improve sales, but also lead to higher customer loyalty.

Looking at the year that’s passed, we’ve seen organisations from Uber to The Iconic and Netflix capitalise on the hunger for personalised experiences that consumers are demanding.

In 2017, it’s clear that brands who haven’t already started prioritising CX have ground to make up for against competitors already – but it’s not too late to get ahead.

Marketers and business leaders that recognise and prioritise gaining a ‘single view of the customer’ and delivering integrated customer experiences will be able to leap ahead of existing and upcoming competitors, and maintain longer-lasting customer loyalty.

 

Please login with linkedin to comment

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]