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The 300 Essential Stats on Business & Digital Transformation You Need to Know: Part V - Customer Edition (Wikibrands 2019 version)

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The biggest compendium on business & digital transformation statistics and insights available online - curated and assembled by Wikibrands (wiki-brands.com) - the first on-demand transformation and futureproofing firm helping organizations achieve their better futures.

This is the first of 6 editions focused on the general and overall effects and impacts of business transformation.

Follow us at: @wikibrandsFT / @wikibrands and
Track our hashtag: #transformation300

Published in: Business

The 300 Essential Stats on Business & Digital Transformation You Need to Know: Part V - Customer Edition (Wikibrands 2019 version)

  1. 1. Curated by Managing Director Sean Moffitt @SeanMoffitt and the @Wikibrands Transformation Collective    The 300 Essential 2019 Statistics on: Business & Digital Transformation Leading insights, foresights & Best Practices for Accelerating Business Change & Digital Maturity WIKIBRANDS The Transformation & Futureproofing Experts www.wiki-brands.com PART 5 – THE CUSTOMER EXPERIENCE, BRAND & CHANNEL EDITION
  2. 2. THE BIGGEST COMPENDIUM OF BUSINESS TRANSFORMATION AND FUTUREPROOFING STATS AVAILABLE #TRANSFORMATION300
  3. 3. Our Insight-filled, Data-based Special Sauce ▶  Variety & Credibility - Distilled from 30 different reputable sources including 5+ of our own proprietary studies. ▶  Current - All 2017 and 2018-based statistics. ▶  Holistic - Deals with business transformation from 15 key relevant facets. ▶  Digitally-Savvy – Acknowledges the power of digital and technology to transform business in the connected age. ▶  Helpful – Designed to make the case for your business change, digital transformation and any angle of opposition to change.
  4. 4. www.wiki-brands.com
  5. 5. “The future is so VUCA(volatile, uncertain, complex, ambiguous). Companies really only have three choices for sustainable marketplace advantage. You can anticipate better and futureproof. You can disrupt the market and innovate. Or you can disrupt yourself and transform. Choose one, or all three, but do it now.” Sean Moffitt, Managing Director, Wikibrands
  6. 6. 15 Facets of Business Transformation ▶  Overall  Business  Transforma1on     1  Leadership,  Governance  &  Sponsorship     2  Purpose,  Vision  &  Strategy  Transforma1on   3  Change  Management  and  Organiza1onal  Commitment   4  Technology  &  Digital  Transforma1on   5  Digitaliza1on  &  Process  Transforma1on   6  Data,  Analy1cs  &  Key  Metrics   7  Culture  &  Values  Transforma1on   8  Talent  Transforma1on   9  Performance  Management  Transforma1on   10  Customer  Experience.  Touchpoints  &  Engagement     11  Brand  &  Content  Transforma1on   12  Channel  &  Commerce  Transforma1on   13  Business  Model,  Product  &  Services  Innova1on   14  Product  &  Services  Innova1on   15  Futureproofing  &  Marketplace  Foresight   WIKIBRANDS The Transformation & Futureproofing Experts
  7. 7. For the full deck of insights and foresights, become a Futureproofer : http://bit.ly/thefutureproofers
  8. 8. 12 Business Transformation Facets 1  Overall  Business  Transforma1on  &    Impera1ves     2  Digital  Transforma1on   3  Technology  Transforma1on   4  Purpose,  Vision  &  Strategy  Transforma1on   5  Leadership  &  Governance  Transforma1on   6  Brand  &  Content  Transforma1on   7  Customer  Experience  &  Engagement  Transforma1on   8  Talent  Transforma1on   9  Culture  Transforma1on   10  Opera1onal  Transforma1on   11  Innova1on  Transforma1on   12  Futureproofing  &  Foresight  Transforma1on   10. Customer Experience , Touchpoints & Engagement WIKIBRANDS The CUSTOMER EXPERIENCE Experts
  9. 9. Transforma)on  Stat  #179–  Customer  is  King  in  Transforma)on:   The  #2  driver  to  master  an   organiza1on’s  digital   transforma1on   “Customer  Insights,  Experiences  &   Touchpoints”.   Source:  Wikibrands  Digital  Periscope,  2018   #CUSTOMERtransformation
  10. 10. Transforma)on  Stat  #180–  Customer-­‐driven  Disrup)on:   The  most  disrupted  industries   affected  by  customer  wants  &   demands  over  the  next  3-­‐5  years:   ①  Financial,  Banking  &  Insurance   ②  Retail,  Shopping  and  ecommerce   ③  Automo1ve,  Logis1cs  &  Transporta1ons   ④  Health  Care,  Pharma  &  Biotech     ⑤  Educa1on  &  Learning   ⑥  Media  &  Entertainment   ⑦  Government  &  Public  Service   ⑧  Professional,  Business  and  Legal  Services   ⑨  Energy  &  U1li1es     ⑩  Agriculture  &  Food   Source:  Wikibrands  Customer  Zeitgeist,  2018   #CUSTOMERtransformation
  11. 11. Transforma)on  Stat  #181  -­‐  Experience  is  Paramount   The  customer  influences  that  will   affect  organiza1ons  the  most  over   the  next  3  years:   #1  The  Experience  Economy  –  customer  concentricity  in  everything     #2  Customiza8on  –  where  I  want  it,  when  I  want  it,  how  I  want  it   #3  Automa8on  –  technology-­‐aided  and  autonomous  tasks  and  fulfillment   #4  Authen8city  –  hunger  for  genuine  trus1ng  and  transparent  rela1onships   &  products   Source:  Wikibrands  Customer  Zeitgeist  Study,  2018   #CUSTOMERtransformation
  12. 12. Transforma)on  Stat  #182–  Customer  Demands  are  Unrelen)ng:   Consumer  expecta1ons  were  up   24%  vs.  year  ago,  brand   performance  only  climbed  4%.   Source:  Brand  Keys,  2018   #CUSTOMERtransformation
  13. 13. Transforma)on  Stat  #183–  Toughest  Customer  Job:   In  the  future,  the  toughest  job  will   be  to  get  a    customer’s:   #1  Loyalty  &  Reten1on     #2  Asen1on  &  Awareness   #3  Trust  &  Affinity   #4  Advocacy  &  Deeper  Involvement   Source:  Wikibrands’  Customer  Zeitgeist,  2018   #CUSTOMERtransformation
  14. 14. Transforma)on  Stat  #184  -­‐    Customer  Engagement  Value:   Highly  engaged  customer’s  loyalty,   value,  advocacy  and  upsellability  –   2X,  3X,  4X  &  6X  vs.  regular   customers.    Source:  Rosesa,  2017     #CUSTOMERtransformation
  15. 15. Transforma)on  Stat  #185  -­‐  Customer  Sa)sfac)on/Engagement:   70%  of  transforming  companies   have  seen  marked  improvement  in   customer  sa1sfac1on  and   engagement  levels  vs.  22%  of   peers.   Source:  SAP,  2018   #CUSTOMERtransformation
  16. 16. Transforma)on  Stat  #186–  Digital  Experience  =  Customer  Experience:   Time  Spent  in  Digital  per  Day:   2010  -­‐  60  Minutes  per  day   2020  -­‐  274  Minutes  per  day     Source:  Zenith,  2018   #CUSTOMERtransformation
  17. 17. Transforma)on  Stat  #187–  Mobile  Experience  =  Customer  Experience:   Time  on  mobile/smartphones  will   exceed  TV  by  2019.     Source:  eMarketer,  2018   #CUSTOMERtransformation
  18. 18. Transforma)on  Stat  #188  -­‐  Engagement  Now:   53%  of  people  will  leave  if  it  takes   3+  seconds  for  a  website  to  load.   Source:  Amazon,  2018   #CUSTOMERtransformation
  19. 19. Transforma)on  Stat  #189  –  Tech  Making  Customers  in  the  Driver’s  Seat:   The  customer  technologies  that   will  affect  organiza1ons  the  most   over  the  next  3  years:   #1  Big  Data/AI/Predic1ve  Analy1cs   #2  Automa1on/Chatbots/Virtual  Agents   #3  Customer  Journey  Mapping  &  Personaliza1on   #4  Visual  &  Voice  Search  &  Recogni1on   #5  Mobile  –  Real-­‐1me  ,  Always  Connected  (4G/5G)   Source:  Wikibrands  Customer  Zeitgeist  Study,  2018   #CUSTOMERtransformation
  20. 20. Transforma)on  Stat  #190–  Two  Customer  Tribes  :   Customer-­‐facing  ac1vity  should   be  more:   Data-­‐driven  52%   Human  48%     Source:  Wikibrands’  Customer  Zeitgeist,  2018   #CUSTOMERtransformation
  21. 21. Transforma)on  Stat  #191–  To  The  Grassroots  :   Customer-­‐facing  ac1vity  should   be  more:   Local  61%   Centralized  39%     Source:  Wikibrands’  Customer  Zeitgeist,  2018   #CUSTOMERtransformation
  22. 22. Transforma)on  Stat  #192–  Two  Customer  Tribes  :   Customer-­‐facing  ac1vity  should   be  more:   Insourced  71%   Outsourced  29%     Source:  Wikibrands’  Customer  Zeitgeist,  2018   #CUSTOMERtransformation
  23. 23. Transforma)on  Stat  #193  -­‐  Customer  Experience  –Who  is  Guiding  This?:   Only  50%  of  CMOs  believe  they  are   leading  customer  experience   strategy.    Source:  CMO  Council,  2018   #CUSTOMERtransformation
  24. 24. Transforma)on  Stat  #194  -­‐  Customer  Experience  Planning:   63%  of  organizaIons  plan  to   improve  their  online  customer   experience  this  year.    Source:  Accenture,  2017     #CUSTOMERtransformation
  25. 25. Transforma)on  Stat  #195  -­‐  Customer  In)macy:   88%  of  business  leaders  know  they   need  to  get  closer  to  the  customer.    Source:  McKinsey,  2017   #CUSTOMERtransformation
  26. 26. Transforma)on  Stat  #196  -­‐    Customer  Needs  Assessment:   71%  are  finding  it  challenging  to   assess  customer  needs   con1nuously.   Source:  Wikibrand’s  Customer  Zeitgeist,  2018   #CUSTOMERtransformation
  27. 27. Transforma)on  Stat  #197    -­‐  Customer  Planning:   79%  of  companies  have  not  mapped   out  the  customer  journey  and  digital   touchpoints.    Source:  Al1meter,  2017   #CUSTOMERtransformation
  28. 28. Transforma)on  Stat  #198  -­‐  Customer  Experience  Success  Factors:   “Internal  Talent”  and  “Customer   Experience  Strategy”  are  the  most   important  success  factors  for   customer  experience  mastery.    Source:  HBR,  2017   #CUSTOMERtransformation
  29. 29. Transforma)on  Stat  #199  -­‐  Customer  Experience  Importance:   The  most  exciIng  element  of  digital   transformaIon  is  opImizing  the   customer  experience.    Source:  econsultancy,  2017     #CUSTOMERtransformation
  30. 30. Transforma)on  Stat  #200  -­‐  Digital  Customer  Service:   66%  of  people/customers  will  avoid   live  confrontaIon  where  possible,   50%  believe  they  can  beWer  express   themselves  online.    Source:  Trust  Pilot,  2017   #CUSTOMERtransformation
  31. 31. Transforma)on  Stat  #201  -­‐  Customer  Experience  Priority:   89%  of  companies  expect  to   compete  mostly  on  the  basis  of   customer  experience,  versus  36%   four  years  ago.    Source:  Gartner,  2017   #CUSTOMERtransformation
  32. 32. Transforma)on  Stat  #202  -­‐  Customer  Experience  Away  from  a  Screen  :   Image  and  voice-­‐acIvated  searches   may  make  up  50%  of  all  searches  by   2020.    Source:  Absolunet,  2018   #CUSTOMERtransformation
  33. 33. Transforma)on  Stat  #203  -­‐    Customer  Experience  Life  or  Death:   75%  of  CMOs  believe  their  jobs  are   on  the  line  if  customer  experience   strategies  are  unsuccessful;  50%   believe  theirs  is  not  very  good  or   terrible.      Source:  CMO  Council,  2018   Tap into wikibrand’s freshest insights from their global customer zeitgeist study
  34. 34. 12 Business Transformation Facets1  Overall  Business  Transforma1on  &    Impera1ves     2  Digital  Transforma1on   3  Technology  Transforma1on   4  Purpose,  Vision  &  Strategy  Transforma1on   5  Leadership  &  Governance  Transforma1on   6  Brand  &  Content  Transforma1on   7  Customer  Experience  &  Engagement  Transforma1on   8  Talent  Transforma1on   9  Culture  Transforma1on   10  Opera1onal  Transforma1on   11  Innova1on  Transforma1on   12  Futureproofing  &  Foresight  Transforma1on     11. Brand & Content Transformation WIKIBRANDS The BRAND Transformation Experts
  35. 35. Transforma)on  Stat  #204  –Brand  in  Peril?:   Fewer  than  1  in  10  brands  grew   brand  equity  between  2014  and   2017.   Source:  Millward  Brown,  Brand  Z,  2018   #brandtransformation
  36. 36. Transforma)on  Stat  #205  -­‐    Brand  Intangibles  Valua)on:   In  our  current  connected  age,   84%  of  a  company  is  made  up  of   intangible  assets  (essen1ally  the   brand),  it  was  only  17%  in  1975.    Source:  S&P  500,  1975-­‐2015   #brandtransformation
  37. 37. Transforma)on  Stat  #206  -­‐    Waning  Brand  Loyalty:   94%  of  categories  have  had  huge   swings  in  brand  loyalty  ra1ngs   over  the  last  year  with  57%  of   categories  experiencing  a  change   in  loyalty  leadership.    Source:  Brand  Keys’  Customer  Loyalty  Engagement  Index  ,  2018     #brandtransformation
  38. 38. Transforma)on  Stat  #207  –The  Brands  of  The  Future:   The  most  effec1ve  customer-­‐ driven  organiza1ons  and  brands  in   the  future  will  be:     #1  Smarter  &  Data-­‐driven   #2  Authen1c  &  Human   #3  Personalized  &  Customized   #4  Experien1al  &  Service-­‐Driven   #5  Trusted  &  Secure   #6  Faster  &  Responsive       Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #brandtransformation
  39. 39. Transforma)on  Stat  #208  –  Pay  to  Play:   The  marke1ng  func1on  will  be   more  integral  to  the  organiza1on   in  the  future  than  it  is  now  :     -­‐  77%  strongly  agree/agree/     Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #brandtransformation
  40. 40. Transforma)on  Stat  #209  –Customer  Leaders  of  The  Future:   In  the  future,  an  effec1ve   customer-­‐facing  leader  will  need   to  have  a  strong  understanding   and  command  of:     #1  Change  Management  &  Transforma1on  Skills   #2  Voice  of/Insight  for  the  Customer   #3  Brand-­‐building  &  Storytelling  Skills   #4  Data  &  Analy1cal  Capability   Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #brandtransformation
  41. 41. Transforma)on  Stat  #210  -­‐    Differen)a)on:   Only  5%  of  organiza1ons  believe   they  have  mastered  digital  to  the   point  of  differen1a1on  from   compe1tors.    Source:  Digital  Vortex/Fujitsu,  2017   #brandtransformation
  42. 42. Transforma)on  Stat  #211  –  Picking  the  Brand  Winners:   The  biggest  customer-­‐driven   brands  over  the  next  5  years   #1  Amazon   #2  Alphabet/Google   #3  Alibaba   #4  Tesla   #5  Ne|lix   Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #brandtransformation
  43. 43. Transforma)on  Stat  #212  –On-­‐demand  TV  4.0:   In  10  years,  Scheduled,   programmed  TV  will  be  Ex1nct  in   favour  of  On-­‐Demand  –     67%  strongly  agree/agree.   Source:  Wikibrands’  Digital  Periscope  Study,  2018   #brandtransformation
  44. 44. Transforma)on  Stat  #213  -­‐  Personaliza)on:   Google  searches  and  rate  of   growth  for  2015-­‐2017:   “For  Me”  +60%   “Should  I  ___?”  +60%   ___  Near  Me”    +900%.    Source:  Google  Searches   #brandtransformation
  45. 45. Transforma)on  Stat  #214  –  Content  is  Flee)ng:   The  average  lifespan  of  tweet  is   16  minutes  and  the  average   Facebook  post  has  less  than  3   hours  of  asen1on  power.   Source:  Wikibrands’,  2018   #brandtransformation
  46. 46. Transforma)on  Stat  #215  -­‐    Digital  Brand  Acen)on:   Asen1on  span  in  digital  is  8   seconds,  down  from  12  seconds   in  early  ‘00s  and  now  less  than  a   goldfish  .    Source:  Microso€,  2000-­‐2015   #brandtransformation
  47. 47. Transforma)on  Stat  #216  -­‐  The  Content  Trust  Gap:   It  takes  50  milliseconds  for  users  to   form  an  opinion  about  your  website.   Then,  users  spend  an  average  of  5.94   seconds  on  a  website’s  main  image   and  5.59  seconds    looking  at  a   website’s  wriWen  content.      Source:  2018  SWEOR   #brandtransformation
  48. 48. Transforma)on  Stat  #217  –The  Arc  of  Facebook:   In  5  years,  Facebook  will  s1ll  be   the  world’s  biggest  social   network–     50%  strongly  disagree/disagree.   Source:  Wikibrands’  Digital  Periscope  Study,  2018   #brandtransformation
  49. 49. Transforma)on  Stat  #218  –Connec)ons  Megaphone:   The  average  person’s  amount  of:   Facebook  friends  -­‐  155   Twiser  followers  -­‐  707   Linkedin  connec1ons  -­‐  400   Instagram  followers  -­‐  150.   Source:  The  Telegraph,  DMR,  2017   #brandtransformation
  50. 50. Transforma)on  Stat  #219  -­‐    The  Next  Social  Fron)er:   The  next  evoluIon  of  social   networks/social  media  will  be  based   on:   #1  VR/360  degree  immersion   #2  AI-­‐based  personalizaIon   #3  Augmented  reality/.games   #4  Live  streaming/live  events  video     #5  Niche  interests/hobbies      Source:  Wikibrands’  Digital  Periscope  Study,  2018   #brandtransformation
  51. 51. Transforma)on  Stat  #220  –  Pay  to  Play:   Earned/Organic  Media  &  PR  is   becoming  more  difficult  to  get   results:     -­‐  61%  strongly  agree/agree     Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #brandtransformation
  52. 52. Transforma)on  Stat  #221  -­‐  Brand  Digital  Content  Engagement:   Marketers  who  prioriIze  blogging   are  13x  more  likely  to  achieve  a   posiIve  ROI  on  their  efforts.    Source:  Hubspot,  2017   #brandtransformation
  53. 53. Transforma)on  Stat  #222  –  Overcoming  acen)on  deficit:   Augmented  reality  delivers  90%   more  visual  asen1on  than   pictures  (and  45%  more  than  TV)   and  70%  more  memory  encoding.     Source:  Neuro-­‐insight/Mindshare  UK,  2018   #brandtransformation
  54. 54. Transforma)on  Stat  #223  -­‐    Marke)ng  Influence:   Two-­‐thirds  of  CMOs  recognize   the  need  to  infuse  a  digital  focus   across  the  organiza1on,  only  7%   believe  they  are  succeeding.    Source:  Accenture.  2017   #brandtransformation
  55. 55. Transforma)on  Stat  #224  –  Pace  of  Brand  Change:   Two-­‐thirds  of  CMOs  find  it   difficult  to  keep  up  with  the  pace   of  technology  and  marketplace   change.        Source:  Forrester,  2017     #brandtransformation
  56. 56. Transforma)on  Stat  #225  –  Taking  a  Stand?:   Brands  should  take  a  stand  in  this   poli1cally-­‐charged  climate:   41%  strongly  agree/agree   32%  strongly  disagree/disagree   Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #brandtransformation
  57. 57. Transforma)on  Stat  #226  -­‐  Digital  Brand  Storytelling:   88%  of  today’s  customers  believe   brands  should  tell  stories  not  sell   benefits  and  features.    Source:  Wikibrands,  2018  Digital  Transforma1on  Playbook   #brandtransformation
  58. 58. Transforma)on  Stat  #227  -­‐  Digital  Clucer:   Digital  content  output  per  brand   is  up  35%,  however  average   engagement  is  down  16%.    Source:  Track  Maven,  2017     #brandtransformation
  59. 59. Transforma)on  Stat  #228  -­‐    The  People  Trust  Gap:   Global  Trust  in  the  following  people   by  the  general  populaIon:   62%  Tech./Academic  expert     53%  NGOs   52%  Business   43%  Government   43%  Media        Source:  2018  Edelman  Trust  Barometer   #brandtransformation
  60. 60. Transforma)on  Stat  #229  -­‐    The  Content  Trust  Gap:   Global  Trust  in  the  following  content   by  the  general  populaIon:   71%  Friends  and  Family   66%  People  Like  Me   60%  Companies  That  I  Use   39%  Company  CEO   31%  Companies  I  Don’t  Use   27%  CelebriIes      Source:    Edelman  Trust  Barometer,  2018   #brandtransformation
  61. 61. Transforma)on  Stat  #230-­‐  The  Company  Trust  Gap:   The  types  of  en11es  people  trust:   Local  Business  93%   Small  Brands  90%   Their  Community  82%   Big  Brands  65%   .  Corporate  America  41%   Their  Government  36%   Source:  Gartner,  2018   #brandtransformation
  62. 62. Transforma)on  Stat  #231  –  In  Neflix  We  Trust:   80%  of  watched  content  on  Neilix  is   based  on  algorithmic   recommendaIon.      Source:  Ne|lix,  2017   #brandtransformation
  63. 63. Transforma)on  Stat  #232  -­‐    Digital  Brand  Resistance:   31%  of  people  are  using  digital  ad   blocking  so€ware  on  their   laptops,  20%  on  their  phones.    Source:  Deloise,  2018   #brandtransformation
  64. 64. Transforma)on  Stat  #233  Brand  Spending  Benchmarks:   Marke1ng  budget  is  11.1%  of  a   firm’s  budget  and  7.9%  of  a  firm’s   revenues;   Social  media  12%  of  marke1ng  budget   Mobile  7%  of  marke1ng  budget     Marke1ng  analy1cs  6%  of  marke1ng  budget.    Source:    Deloise,  2018   #brandtransformation
  65. 65. Transforma)on  Stat  #234  –    Digital  Marke)ng  Focus:   What’s  the  most  exci1ng   opportunity  for  your  brand   organiza1on:   ①  Op1mizing  the  Customer  Experience     ②  Data-­‐driven  marke1ng  focused  on  the  individual   ③  Crea1ng  compelling  content  for  digital  experiences   ④  Using  marke1ng  automa1on  for  efficiency/yield   ⑤  Video  to  increase  brand  engagement      Source:  Adobe,  2018   #brandtransformation
  66. 66. Transforma)on  Stat  #235-­‐  Digital  Marke)ng    2019  Investment:   Digital  marke1ng  ini1a1ves   currently  believed  to  have  the   biggest  impact:   ①  Content  Marke1ng   ②  AI  &  Machine  Learning     ③  Big  Data   ④  Social  Media  Marke1ng   ⑤  Marke1ng  Automa1on      Source:  Sta1sta,  2018   For the last decade, the benchmark for customer experience - wIKIBRANDS
  67. 67. 12 Business Transformation Facets 1  Overall  Business  Transforma1on  &    Impera1ves     2  Digital  Transforma1on   3  Technology  Transforma1on   4  Purpose,  Vision  &  Strategy  Transforma1on   5  Leadership  &  Governance  Transforma1on   6  Brand  &  Content  Transforma1on   7  Customer  Experience  &  Engagement  Transforma1on   8  Talent  Transforma1on   9  Culture  Transforma1on   10  Opera1onal  Transforma1on   11  Innova1on  Transforma1on   12  Futureproofing  &  Foresight  Transforma1on   12. Channel & COMMERCE TRANSFORMATION WIKIBRANDS The CHANNEL Transformation Experts
  68. 68. Transforma)on  Stat  #236  -­‐  Open,  Smarter  &  Marketplace-­‐Driven  Fast  Companies:   The  most  effecIve  digital  &   technology  companies  of  the  future   will  be:     #1  CollaboraIve  &  open   #2  Smarter  &  data-­‐driven   #3  Customer-­‐driven/market-­‐savvy      Source:  Wikibrands  Digital  Periscope  Study,  2018   #CHANNELtransformation
  69. 69. Transforma)on  Stat  #237  -­‐    Customer-­‐facing  Objec)ves   Top  objecIves  of  customer-­‐ facing  acIviIes:     #1  Increase  customer  retenIon/loyalty/lifeIme   value   #2  Acquire  new  customers/leads/members   #3  Gain  customer  insight   #4  Increase  revenue      Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #CHANNELtransformation
  70. 70. Transforma)on  Stat  #238  -­‐    Customer-­‐facing  External  Hurdles:   Top  customer-­‐facing  EXTERNAL   hurdles  in  the  near  future:     #1  Rising  Customer  ExpectaIons/Empowerment   #2  Declining  Customer  Time,  AWenIon  &  Trust   #3  MulIple  and  Expanding  Customer  Touchpoints   #4  DisrupIve  Threats  from  Outside  Industry      Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #CHANNELtransformation
  71. 71. Transforma)on  Stat  #239  -­‐    Customer  Internal  Obstacles:   Top  customer  INTERNAL     obstacles  in  the  near  future:     #1  Strategic/Leadership  Mis-­‐Alignment   #2  Talent  &  Skills  Shortage     #3  CompeIng  PrioriIes   #4  Lack  of  IntegraIon/Silos    Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #CHANNELtransformation
  72. 72. Transforma)on  Stat  #240  -­‐    Customer  Departmental  Fusion:   “MarkeIng,  Sales  &  Customer   Service  are  StarIng  to  Blend   Together”   85%  strongly  agree/agree    Source:  Wikibrands’  Customer  Zeitgeist  Study,  2018   #CHANNELtransformation
  73. 73. Transforma)on  Stat  #241  -­‐    Customer  Ad  Spending  Metrics:   The  lead  customer  ad  spending   metrics  are:     Customer  LifeIme  Value  27%   Impressions/Web  Traffic  19%   Brand  RecogniIon/Lim  18%   Closed/Won  Business  15%   Lack  Click  AWribuIon  13%   Source:  KPCB,  2018   #CHANNELtransformation
  74. 74. Transforma)on  Stat  #242  -­‐  eCommerce::   Percentage  of  sales  that  are   eCommerce  –  12.8%.       Breakdown  by  type  of  company:   B2B  product  8%   B2B  service  12%   B2C  product  18%   B2C  service  19%   Source:  CMO.com,  2018   #CHANNELtransformation
  75. 75. Transforma)on  Stat  #243  -­‐  eCommerce::   82%  of  mobile  users  search  for  a   local  business  and  18%  of  local   searches  lead  to  a  sale  in  24  hours.   Source:  Absolunet,  2018   #CHANNELtransformation
  76. 76. Transforma)on  Stat  #244      -­‐  Growth  in  a  Box:   68%  of  markeIng  leaders  expect  to   drive  and  opImize  growth  through   customer  acquisiIon,  only  9%   expect  to  do  it  by  introducing  new   engagement  or  distribuIon   channels.   Source:  CMO  Council,  2018   #CHANNELtransformation
  77. 77. Transforma)on  Stat  #245      -­‐  Omnichannel:   8  out  of  10  customers  use  their   smartphones  while  shopping  as  in-­‐ store  shopping  assistants.   Source:  Salsify,  2017   #CHANNELtransformation
  78. 78. Transforma)on  Stat  #246      -­‐  B2B  Mimic  B2C:   80%  of  companies  implemenIng   B2B  ecommerce  believe  customer   expectaIons  have  changed  due  to   B2C  pracIces.   Source:  BCG,  2017   WIKIBRANDS - THE B2C and B2B CHANNEL SHERPAS
  79. 79. www.wiki-brands.com/workshops
  80. 80. ALSO VISIT OUR FIVE OTHER 2019 EDITIONS VISIT Wiki-brands.com, become a futureproofer or track OUR other editions III- OPERATIONS/TECH IV- CULTURE/TALENT VI- INNOVATION/FORESIGHT I - OVERALL II- LEADERSHIP/STRATEGY
  81. 81. www.WIKI-BRANDS.COM We accelerate your business transformation, advance your digital maturity and anticipate better futures. @wikibrands

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