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Posts Tagged :

customer experience

GUEST BLOG: The changing face of customer loyalty

New research shows that 76% of consumers admit they would switch to a competitor if they have just one bad experience with a brand they like.

On the flipside, over half of consumers say that once they’re loyal to a brand, they’re loyal for life. This offers the question – how loyal are consumers actually being towards their favourite brands, and what will it take for a consumer to have a bad experience? 

Dino Forte, CEO at Ventrica, investigates…

Gaining loyal consumers and advocates is something most brands aim for; but given the research, how far can this really be stretched? Unfortunately, many brands take loyalty for granted. The brands that hold a monopoly over a market, with unique products or services that can’t be found elsewhere, are often the strongest culprits of this, knowing their customers will continue to return regardless of the customer service they provide.

However, even in this situation, delivering a customer experience (CX) that meets the customer’s expectations and needs, is critical. Even for organisations in industries such as utilities where many consumers stay with their provider to avoid the hassle of switching, CX is still key. After all, it is six times more expensive to win new business than to retain it; showing how essential it is for organisations to look after their customers, even if they are confident they won’t leave.

New touchpoints and skilled staff

The fact is, delivering a CX that enables an organisation to remain competitive and encourage the customer to return is a big challenge. With numerous touchpoints now available to today’s consumer – from social media, to the organisation’s website, webchat and phone calls – how can a brand ensure it reaches its customers across all channels but provide the same experience, irrespective of channel?

All consumers will agree that a ‘bad’ CX involves a frustrating experience, long waiting times, unanswered questions, unknowledgeable staff, faulty products or simply not being listened to. Can we really blame them if an experience like this makes them want to switch to a competitor?

However, it doesn’t need to be like this. An organisation’s contact centre should form the heart of the CX it provides, with a trained, dedicated team ready to answer queries and resolve any issues the customer may have experienced across multiple channels. A customer service team should completely embody the persona of the brand; understanding who the customer is, what issue they’re facing and how it can be resolved in a quick, seamless manner that leaves the customer satisfied and eager to purchase a product or service again.

If a bad experience strikes, an organisation can’t blame a customer for wanting to look elsewhere. It’s therefore essential for organisations to put measures in place to ensure that all channels are equipped to provide the best CX possible – so that a customer’s loyalty never comes into question at all.

GUEST BLOG: Customer Experience – The latest silo in the marketing mix

Joey Moore, Head of Product Marketing, Episerver

For years, marketers have talked—and written—extensively about the disconnect between marketing and IT. Who should own email lists and sensitive data? Who should have access to the website CMS? Who should decide which marketing automation platforms to install? These are just a few of the questions that have plagued the marketing/IT debate.

In 2019 however, this debate finally feels like it’s come to a close. According to new research from Episerver, 93 percent of marketers now have the ability to directly edit their company’s website, while 80 percent expect to have complete ownership over their brand’s web presence within the next two years.

Instead of seeing this as a ‘land grab’ from IT, however, 62 percent of marketers say they are simply working collaboratively with their IT departments in order to reduce silos and ensure the best customer experiences. While this is great news for customers, the problem of marketing silos has not gone away for good. Instead, a new debate has started to rage—this time between marketers and the new wave of customer experience (CX) professionals.

Over the last few years, customer experience has become a central topic for most businesses, with as many as 35 percent hiring specific teams and individuals to manage the CX journey. In contrast, only 45 percent of marketers feel they have genuine autonomy over the customer experience, with many feeling that CX teams aren’t delivering the same quality of experience that marketers themselves would provide if they were in charge.

As a result, Episerver’s research shows that as many as 80 percent of marketers are planning to take over the CX role by 2020, removing the need for standalone customer experience departments and professionals.

While new technologies are making it easier than ever for marketers to control elements of the customer experience, by attempting to force out CX teams, marketers are falling into the exact same trap they did with IT.

Just as IT teams work across so much more than just marketing technologies, today’s CX teams also provide a far more all-encompassing view. Working with customer service departments, contact centres, HR and employee training courses, the remit of today’s CX professionals goes well beyond just marketing. Given this fact, marketers should be careful about biting off more than they can chew.

Instead, what is needed is a joint approach, one in which marketing and CX teams work together and collaborate in the best interests of the end customer. Technology can enable this collaboration, providing a seamless link through which marketing and customer experience teams can decide the CX direction of their company and ensuring it’s implemented across all levels of the brand. This will be the future of CX, not total marketing ownership, but technology-driven collaboration.