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© 2017 eMarketer Inc.
© 2017 eMarketer Inc.
What Is the Customer
Experience?
© 2017 eMarketer Inc.
What is the customer experience?
What marketers think:
The sum of all consumer
touchpoints with a brand,
over time, adds up to the
customer experience.
What consumers think:
Huh?
#eMwebinar
© 2017 eMarketer Inc.
About those
touchpoints …
#eMwebinar
© 2017 eMarketer Inc.
It’s a given
that customer
journeys are
multichannel
and nonlinear
#eMwebinar
© 2017 eMarketer Inc.
And even so, that’s just a snapshot of the overall
customer journey
“A lot of clients come to us with a very
traditional customer journey map that
usually begins with online research and
ends with a trip to the store. We talk
about how that journey is actually
cyclical: You might buy something in-
store but then come back to the website
either for reviews or for returns.”
—Rachel Bogan, Partner, Product
Management, Work & Co.
#eMwebinar
© 2017 eMarketer Inc.
Data to the rescue!
 Already, in February
2016, marketers said
data was helping them
deliver better
customer experiences
 By next year, the vast
majority expect shifts
in many areas, if not
across the board
#eMwebinar
© 2017 eMarketer Inc.
But marketers still have a limited ability to
connect experiences across touchpoints
 Two in five marketers
were “just starting out”
or “struggling” to deliver
data-driven omnichannel
experiences
 Just 7% can “always”
deliver these
experiences
#eMwebinar
© 2017 eMarketer Inc.
The reality of
dealing with
customer data is
still messy for
many marketers
#eMwebinar
© 2017 eMarketer Inc.
Most are doing
customer
journey
analysis—but
not across
devices and
channels
#eMwebinar
© 2017 eMarketer Inc.
Why not?
 Lack of customer
analytics across
channels (Periscope,
April 2016)
 Lack of collaboration
between departments
(Progress, March 2016)
 Budget (CDP Institute,
November 2016)
#eMwebinar
© 2017 eMarketer Inc.
The single customer view eludes most
marketers
“There’s still a ways to go to integrate
those data sets and connect that raw
material of information, to have a
much more compelling story about
the consumer.”
—Richard Dunmall, President, Media iQ
Digital
#eMwebinar
© 2017 eMarketer Inc.
Marketers Make Progress
© 2017 eMarketer Inc.
User research: Marketers are doing more to
understand their customers
 36% of customer
experience
professionals reported
bigger monthly user
research budgets in
2016 vs. 2015
 Just 4% reported
decreased budgets
 Websites were the No. 1
user research focus
#eMwebinar
© 2017 eMarketer Inc.
User research means actually finding out how
real people use your product or service
“We have users in [the Drizly office]
every week. We talk about their
experiences with Drizly. … We’re
doing marketing surveys as well as
specific usability sessions where folks
are clicking through the site and
talking about their thoughts and
friction points.”
—Joe Ayotte, Head of UX, Drizly
#eMwebinar
© 2017 eMarketer Inc.
Channel-specific optimization remains a focus
 Channel optimization
tends to focus on
desktop and mobile
sites, and less on offline
channels
 Good experiences with
one channel often
translate to more
experiences on other
channels (ForeSee,
December 2016)
#eMwebinar
© 2017 eMarketer Inc.
Improving the in-store experience is critical for
retailers
 This often means
bringing elements of
digital into brick-and-
mortar stores
 Customers like in-store
tech such as kiosks
where they can look up
info, but retailers tend to
look more at employee-
facing technologies
#eMwebinar
© 2017 eMarketer Inc.
In-store tech provides important connections to
digital shopping activities
“Our consumers go online to prep their
shopping before coming into our
stores. So we need to consider the
website and ecommerce as informing
and inspiring potential store
shopping.”
—Grégoire Baret, General Manager,
Omnichannel Experience, The Aldo Group
#eMwebinar
© 2017 eMarketer Inc.
Omnichannel advancements are happening, too
#eMwebinar
© 2017 eMarketer Inc.
Personalization is the ultimate goal
 The No. 1 reason to
have a single
customer view is
personalization (CDP
Institute)
 Understanding users
means being able to
give them better
experiences
#eMwebinar
© 2017 eMarketer Inc.
Internet users tend to like personalization …
… though they also
tend to think it’s not
executed well
#eMwebinar
© 2017 eMarketer Inc.
Ads are part of the experience, too
 Ads may not be
consumers’
favorite thing, but
there are better
(and worse) ways
for ads to touch
your audience
#eMwebinar
© 2017 eMarketer Inc.
Customer service must be convenient and painless
 Offering a wide variety
of customer service
channels is not an
option, it’s a must
 Consumer preferences
vary not only by
demographic, but also
based on what activity
they’re conducting
#eMwebinar
© 2017 eMarketer Inc.
Who Owns the Customer
Experience?
© 2017 eMarketer Inc.
At many older brands, no one owns the
experience
“Across a lot of our clients’
organizations, the job of maintaining
the best possible customer
experience and creating that
consistent experience regardless of
channel does not really exist.”
—Rachel Bogan, Partner, Product
Management, Work & Co.
#eMwebinar
© 2017 eMarketer Inc.
The customer-centric mindset starts at the top
“I think every single
person in the
organization has some
kind of ownership over
the customer
experience, but it’s
really hammered down
from the top.”
—Mike Russell, CEO and
Co-Founder, Paintzen
“Everyone is on the
usability team. …
That’s what real
brand equity
means.”
—Joe Ayotte, Head of
UX, Drizly
#eMwebinar
© 2017 eMarketer Inc.
Marketers have the opportunity to take a
stronger role
#eMwebinar
© 2017 eMarketer Inc.
Reality Check
© 2017 eMarketer Inc.
Even among
digital native
firms, there
are a lot of
less-than-
stellar
customer
experiences
#eMwebinar
© 2017 eMarketer Inc.
Recap
 Marketers are making customer experience
improvements a priority across channels
 The store experience is a significant focus for retailers
 Digital experiences are also becoming more store-
focused
 Consumers aren’t necessarily thinking about the
customer experience per se
 Marketers have a long way to go to wrangle the data and
deliver real-time, customized brand experiences
#eMwebinar
Optimizely X: Operationalize Experimentation Across
the Organization
Enable Rapid Experimentation
by Everyone
Experiment Everywhere on
Any Channel and Device
Deliver High-Performing
Personalized Experiences
Optimize Anything that
Matters to your Business
optimizely.com/get-started
Deliver High-Performing Personalized Experiences
Target content and experiences
based on customer behavior
Experiment with personalization
strategies and see what works
Recommend products and content to
increase customer lifetime value
Power personalization with a single
view of the customer
optimizely.com/get-started
Ari Sheinkin, Vice President, Marketing Analytics, IBM
optimizely.com/get-started
© 2017 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
Made possible by
You will receive an email tomorrow
with a link to view the deck and
webinar recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Nicole Perrin
Analyst
Customer Experience: How to
Navigate the Journey Toward
Customer-Centricity
 Marketing Technology 2017: Putting Customer Data at the Center
 Customer Experience 2017: The Journey Toward Customer-
Centricity Continues
 Digital Transformation 2017: Disrupting ‘Business as Usual’

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eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Customer-Centricity

  • 2. © 2017 eMarketer Inc. What Is the Customer Experience?
  • 3. © 2017 eMarketer Inc. What is the customer experience? What marketers think: The sum of all consumer touchpoints with a brand, over time, adds up to the customer experience. What consumers think: Huh? #eMwebinar
  • 4. © 2017 eMarketer Inc. About those touchpoints … #eMwebinar
  • 5. © 2017 eMarketer Inc. It’s a given that customer journeys are multichannel and nonlinear #eMwebinar
  • 6. © 2017 eMarketer Inc. And even so, that’s just a snapshot of the overall customer journey “A lot of clients come to us with a very traditional customer journey map that usually begins with online research and ends with a trip to the store. We talk about how that journey is actually cyclical: You might buy something in- store but then come back to the website either for reviews or for returns.” —Rachel Bogan, Partner, Product Management, Work & Co. #eMwebinar
  • 7. © 2017 eMarketer Inc. Data to the rescue!  Already, in February 2016, marketers said data was helping them deliver better customer experiences  By next year, the vast majority expect shifts in many areas, if not across the board #eMwebinar
  • 8. © 2017 eMarketer Inc. But marketers still have a limited ability to connect experiences across touchpoints  Two in five marketers were “just starting out” or “struggling” to deliver data-driven omnichannel experiences  Just 7% can “always” deliver these experiences #eMwebinar
  • 9. © 2017 eMarketer Inc. The reality of dealing with customer data is still messy for many marketers #eMwebinar
  • 10. © 2017 eMarketer Inc. Most are doing customer journey analysis—but not across devices and channels #eMwebinar
  • 11. © 2017 eMarketer Inc. Why not?  Lack of customer analytics across channels (Periscope, April 2016)  Lack of collaboration between departments (Progress, March 2016)  Budget (CDP Institute, November 2016) #eMwebinar
  • 12. © 2017 eMarketer Inc. The single customer view eludes most marketers “There’s still a ways to go to integrate those data sets and connect that raw material of information, to have a much more compelling story about the consumer.” —Richard Dunmall, President, Media iQ Digital #eMwebinar
  • 13. © 2017 eMarketer Inc. Marketers Make Progress
  • 14. © 2017 eMarketer Inc. User research: Marketers are doing more to understand their customers  36% of customer experience professionals reported bigger monthly user research budgets in 2016 vs. 2015  Just 4% reported decreased budgets  Websites were the No. 1 user research focus #eMwebinar
  • 15. © 2017 eMarketer Inc. User research means actually finding out how real people use your product or service “We have users in [the Drizly office] every week. We talk about their experiences with Drizly. … We’re doing marketing surveys as well as specific usability sessions where folks are clicking through the site and talking about their thoughts and friction points.” —Joe Ayotte, Head of UX, Drizly #eMwebinar
  • 16. © 2017 eMarketer Inc. Channel-specific optimization remains a focus  Channel optimization tends to focus on desktop and mobile sites, and less on offline channels  Good experiences with one channel often translate to more experiences on other channels (ForeSee, December 2016) #eMwebinar
  • 17. © 2017 eMarketer Inc. Improving the in-store experience is critical for retailers  This often means bringing elements of digital into brick-and- mortar stores  Customers like in-store tech such as kiosks where they can look up info, but retailers tend to look more at employee- facing technologies #eMwebinar
  • 18. © 2017 eMarketer Inc. In-store tech provides important connections to digital shopping activities “Our consumers go online to prep their shopping before coming into our stores. So we need to consider the website and ecommerce as informing and inspiring potential store shopping.” —Grégoire Baret, General Manager, Omnichannel Experience, The Aldo Group #eMwebinar
  • 19. © 2017 eMarketer Inc. Omnichannel advancements are happening, too #eMwebinar
  • 20. © 2017 eMarketer Inc. Personalization is the ultimate goal  The No. 1 reason to have a single customer view is personalization (CDP Institute)  Understanding users means being able to give them better experiences #eMwebinar
  • 21. © 2017 eMarketer Inc. Internet users tend to like personalization … … though they also tend to think it’s not executed well #eMwebinar
  • 22. © 2017 eMarketer Inc. Ads are part of the experience, too  Ads may not be consumers’ favorite thing, but there are better (and worse) ways for ads to touch your audience #eMwebinar
  • 23. © 2017 eMarketer Inc. Customer service must be convenient and painless  Offering a wide variety of customer service channels is not an option, it’s a must  Consumer preferences vary not only by demographic, but also based on what activity they’re conducting #eMwebinar
  • 24. © 2017 eMarketer Inc. Who Owns the Customer Experience?
  • 25. © 2017 eMarketer Inc. At many older brands, no one owns the experience “Across a lot of our clients’ organizations, the job of maintaining the best possible customer experience and creating that consistent experience regardless of channel does not really exist.” —Rachel Bogan, Partner, Product Management, Work & Co. #eMwebinar
  • 26. © 2017 eMarketer Inc. The customer-centric mindset starts at the top “I think every single person in the organization has some kind of ownership over the customer experience, but it’s really hammered down from the top.” —Mike Russell, CEO and Co-Founder, Paintzen “Everyone is on the usability team. … That’s what real brand equity means.” —Joe Ayotte, Head of UX, Drizly #eMwebinar
  • 27. © 2017 eMarketer Inc. Marketers have the opportunity to take a stronger role #eMwebinar
  • 28. © 2017 eMarketer Inc. Reality Check
  • 29. © 2017 eMarketer Inc. Even among digital native firms, there are a lot of less-than- stellar customer experiences #eMwebinar
  • 30. © 2017 eMarketer Inc. Recap  Marketers are making customer experience improvements a priority across channels  The store experience is a significant focus for retailers  Digital experiences are also becoming more store- focused  Consumers aren’t necessarily thinking about the customer experience per se  Marketers have a long way to go to wrangle the data and deliver real-time, customized brand experiences #eMwebinar
  • 31.
  • 32. Optimizely X: Operationalize Experimentation Across the Organization Enable Rapid Experimentation by Everyone Experiment Everywhere on Any Channel and Device Deliver High-Performing Personalized Experiences Optimize Anything that Matters to your Business optimizely.com/get-started
  • 33. Deliver High-Performing Personalized Experiences Target content and experiences based on customer behavior Experiment with personalization strategies and see what works Recommend products and content to increase customer lifetime value Power personalization with a single view of the customer optimizely.com/get-started
  • 34. Ari Sheinkin, Vice President, Marketing Analytics, IBM
  • 36. © 2017 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Nicole Perrin Analyst Customer Experience: How to Navigate the Journey Toward Customer-Centricity  Marketing Technology 2017: Putting Customer Data at the Center  Customer Experience 2017: The Journey Toward Customer- Centricity Continues  Digital Transformation 2017: Disrupting ‘Business as Usual’