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30 Stats Every Marketer Needs to Know about Customer Experience

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Now, more than ever, understanding and supporting your customer at each and every stage of the journey is vital to the success of your marketing strategy.

We're here to break down the customer experience stats from industry leaders that have put customer-centric marketing top of mind here at Kapost, from why it matters, to how to execute, and where it will impact your business. See for yourself—get the B2B Marketer's Guide to Managing Customer Experience --> http://bit.ly/CXmgmt

Published in: Marketing
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30 Stats Every Marketer Needs to Know about Customer Experience

  1. 1. 30     Customer  Experience  Stats     Every  Marketer  Needs  to  Know  
  2. 2. Everyone  seems  to  be   talking  about  marke?ng   and  customer   experience…  
  3. 3. “A  growing  number  of  marketers   today  are  envisioning  their  en?re   marke?ng  strategy  under  the   umbrella  of  a  cohesive  customer   journey.”   Salesforce.com,  Inc.  
  4. 4. “Marke?ng  will  take  the  lead   in  the  customer  experience.”   The  Economist  Intelligence  Unit  
  5. 5. “The  holy  grail  of  customer   experience  is  when  content,   data,  and  channel  are  aligned.”   Adobe  
  6. 6. …and  for  good  reason.  
  7. 7. Today’s  marketers  are   making  customer   experience  a  priority.  
  8. 8. By  2016,  89%  of  companies   expect  to  compete  mostly  on   the  basis  of  customer   experience,  versus  36%  four   years  ago.   Gartner  Surveys  Confirm  Customer  Experience  Is  the  New  Ba;lefield   Gartner  
  9. 9.   86%  of  senior-­‐level  marketers   say  that  it’s  absolutely  cri?cal   or  very  important  to  create  a   cohesive  customer  journey.   2015  State  of  B2B  MarkeEng   Salesforce.com,  Inc.    
  10. 10. Over  the  next  three  to  five   years,  75%  of  marketers  say   they  will  be  responsible  for  the   end-­‐to-­‐end  experience  over   the  customer’s  life?me.     The  Rise  of  the  Marketer:  Driving  Engagement,  Experience  and  Revenue   The  Economist  Intelligence  Unit    
  11. 11. But  there’s  a  major  gap   between  priori?es  and   effec?ve  execu?on.  
  12. 12. 80%  of  the  companies  believe   they  deliver  a  “superior   experience”  to  their   customers,  but  customers  state   that  only  8%  of  companies   really  deliver.     Closing  the  Delivery  Gap   Bain  &  Company,  Inc.  
  13. 13. Only  29%  of  enterprise   companies  rate  themselves  as   very  effec?ve  or  effec?ve  at   crea?ng  a  cohesive  customer   journey.     The  State  of  MarkeEng  Leadership   Salesforce.com,  Inc.    
  14. 14. Just  23%  of  B2B  marketers   claim  to  have  a  customer-­‐ centric—versus  a  channel-­‐  or   product-­‐centric— organiza?onal  structure.     Scale  Your  B2B  Customer  Obsession  with  a  Go-­‐To  Customer  Strategy   Forrester  Research,  Inc.  
  15. 15. 74%  of  marketers  say  they   know  personaliza?on  increases   customer  engagement,  but   only  19%  actually  use  it.       The  RealiEes  of  Online  PersonalisaEon     Econsultancy.com  Limited      
  16. 16. Only  17%  of  respondents  said   their  company  had  fully   integrated  their  customer  data   across  all  areas  of  the   organiza?on.     2015  State  of  B2B  MarkeEng     Salesforce.com,  Inc.    
  17. 17. 50%  of  C-­‐suite  respondents   said  their  organiza?on  uses  no   consistent  measure  of  their   customers’  experience.     Hearts,  then  Charts   Be  Almighty    
  18. 18. Fewer  than  10%  of  companies   surveyed  use  a  consistent  defini?on  of   customers  across  the  organiza?on—   so  products  are  designed  for  one   customer,  marketed  to  another,  and   sold  to  yet  another.     Hearts,  then  Charts   Be  Almighty    
  19. 19. Less  than  3%  of  businesses  had   employees  who  could  consistently   cite  the  person  responsible  for  their   organiza?on’s  customer  experience.   Fewer  than  half  of  C-­‐suite   respondents  could  iden?fy  that   person.     Hearts,  then  Charts   Be  Almighty    
  20. 20. So,  how  are  marketers   closing  this  gap  to   effec?vely  manage  the   customer  experience?  
  21. 21. By  taking  ownership.    
  22. 22. 51%  of  respondents  felt  marke?ng   would  be  the  func?on  responsible   for  customer  experiences  in  3-­‐5   years,  with  customer  support  in   second  at  just  21%.     The  Rise  of  the  Marketer:  Driving  Engagement,  Experience  and  Revenue   The  Economist  Intelligence  Unit    
  23. 23. By  being  customer-­‐ focused.  
  24. 24. 81%  percent  of  CxOs  an?cipate   more  digital  interac?on  with   customers  by  2020,  and  66%   expect  more  focus  on   customers  as  individuals.     10  Key  MarkeEng  Trends  for  2016   Silverpop  
  25. 25. Personaliza?on  can  deliver   5-­‐8X  the  ROI  on  marke?ng   spend,  and  can  lic  sales  by  10%   or  more.     How  Marketers  Can  Personalize  at  Scale   Harvard  Business  Review,  2015  
  26. 26. By  focusing  on  content.    
  27. 27. 94%  of  B2B  buyers  view   mul?ple  pieces  of  content  from   the  vendor  they  ul?mately   select.     2012  Demand  Gen  Report  B2B  Buyer  Survey     Demand  Gen  Report  
  28. 28. 70%  of  consumers  feel  more   posi?ve  about  a  company  acer   reading  custom  content  on  its   site.     The  Anatomy  of  Content  MarkeEng  Infographic   Inbound  Writer  
  29. 29. By  aligning  technology,   people,  and  channels.    
  30. 30. B2B  companies’  inability  to  align  sales   and  marke?ng  teams  around  the  right   processes  and  technologies  has  cost   them  upwards  of  10%  or  more  of   revenue  per  year,  or  $100  million  for  a   billion-­‐dollar  company.     13  Scary-­‐Ass  Content  MarkeEng  Stats   Kapost  
  31. 31. Technology  is  the  essen?al   glue  that  connects  various   moments  along  the  customer   journey  to  create  1:1   experiences.     2015  State  of  B2B  MarkeEng   Salesforce.com,  Inc.    
  32. 32. Investment  in  demand  and  lead  genera?on   systems  drives  the  need  for  engaging   content  and  well-­‐designed  touch  points,   with  27%  of  companies  seeking  skills  in   customer  experience  and  engagement,  and   35%  among  organiza?ons  with  strength  in   marke?ng  technology.       The  Rise  of  the  Marketer:  Driving  Engagement,  Experience  and  Revenue   The  Economist  Intelligence  Unit      
  33. 33. 34%  of  CMOs  believe  that,  in   the  next  5  years,  marke?ng,   sales,  and  customer  service  will   be  merged  into  a  single   func?on.     Digital  TransformaEon  Survey   Accenture  Digital    
  34. 34. Crea?ng  a  single,  centralized  database  to   house  customer  experience  informa?on  is   rated  as  a  high  or  very  high  priority  by   62%  of  respondents,  while  59%  say  the   same  for  a  system  to  deliver  those   customer  experiences  across  all  poten?al   digital  channels.       Customers  for  Life:  Technology  Strategies  for  A;racEng  and  Keeping  Customers   Forbes  Insights    
  35. 35. 97%  of  “fully  integrated”   marke?ng  leaders  said  they   were  at  least  somewhat   effec?ve  at  crea?ng  a  cohesive   customer  journey  across  all   touch  points  and  channels.       Customer  Journey  TransformaEon:  The  Idea,  the  Impact  &  How  to  Start   McKinsey  &  Company    
  36. 36. By  op?mizing   using  real  data.  
  37. 37. Measuring  sa?sfac?on  on   customer  journeys  is  30%  more   predic?ve  of  overall  customer   sa?sfac?on  than  measuring   happiness  for  each  individual   interac?on.       The  Three  Cs  of  Customer  SaEsfacEon:  Consistency,  Consistency,  Consistency   McKinsey  &  Company  
  38. 38. Customer  journey  analysis  is   now  the  most  valuable  CRO   (conversion  rate  op?miza?on)   method,  with  A/B  tes?ng   dropping  to  second  for  the  first   ?me  since  the  report  started.     Conversion  Rate  OpEmizaEon  Report  2015   Econsultancy.com  Limited  
  39. 39. And  when  marketers   successfully  manage  the   customer  experience,  they   see  the  business  impact.  
  40. 40. 68%  of  B2B  companies  say  that  delivering   an  effec?ve  customer  experience  is  either   essen?al  or  important.  And  when  you   break  that  number  down  into  companies   that  increased  sales  YoY  by  over  5%,  the   number  jumps  to  80%,  compared  to  only   38%  for  companies  who  saw  a  decrease  in   sales.       Digital  TransformaEon  Survey   Accenture  Digital    
  41. 41. Customers  are  5.2X  more  likely   to  purchase  from  companies   with  a  great  customer   experience.     The  UlEmate  Customer  Experience  Infographic,  2015   Customer  Experience  MaPers  
  42. 42. A  buyer-­‐focused  selling  approach   yields  5–10%  revenue  growth  and   up  to  30%  improvement  in   customer  loyalty,  and  it  cuts  the   ?me  from  ini?al  lead  to  deal  close   by  10–20%.     Three  Ways  to  Win  Without  Your  Sales  Funnel   McKinsey  &  Company  
  43. 43. Companies  that  successfully   shape  the  customer  journey   see  2X  the  yearly  sales  growth.       CompeEng  on  Customer  Journeys   McKinsey  &  Company  
  44. 44. Customers  who  had  the  best   experiences  spend  140%  more   compared  to  those  who  had   the  poorest  experience.     The  Value  of  Customer  Experience,  QuanEfied   Harvard  Business  Review,  2014  
  45. 45. Maximizing  sa?sfac?on  with   customer  journeys  has  the   poten?al  not  only  to  increase   customer  sa?sfac?on  by  20%,   but  also  to  lic  revenue  by  up  to   15%.       The  Three  Cs  of  Customer  SaEsfacEon:  Consistency,  Consistency,  Consistency   McKinsey  &  Company  
  46. 46. Ready  to  take  the  next  step  in   delivering  effec?ve,  consistent   customer  experiences?  
  47. 47. Grab  the  free  guide  and   get  started  right  away.   DOWNLOAD  GUIDE  >>  

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