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



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Every interaction with a consumer is a chance for a brand to surprise and delight—or a missed opportunity to do so. Topics in this webinar include: How marketers are making improvements to the customer experience a priority; The effectiveness of data-driven marketing and channel-specific optimization to deliver across traditional and digital channels; What the realities are today for practitioners looking to reach the ultimate single customer view; How marketers are dealing with a consumer journey that’s no longer linear.

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

  1. 1. © 2017 eMarketer Inc.
  2. 2. © 2017 eMarketer Inc. What Is the Customer Experience?
  3. 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. 4. © 2017 eMarketer Inc. About those touchpoints … #eMwebinar
  5. 5. © 2017 eMarketer Inc. It’s a given that customer journeys are multichannel and nonlinear #eMwebinar
  6. 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. 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. 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. 9. © 2017 eMarketer Inc. The reality of dealing with customer data is still messy for many marketers #eMwebinar
  10. 10. © 2017 eMarketer Inc. Most are doing customer journey analysis—but not across devices and channels #eMwebinar
  11. 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. 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. 13. © 2017 eMarketer Inc. Marketers Make Progress
  14. 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. 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. 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. 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. 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. 19. © 2017 eMarketer Inc. Omnichannel advancements are happening, too #eMwebinar
  20. 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. 21. © 2017 eMarketer Inc. Internet users tend to like personalization … … though they also tend to think it’s not executed well #eMwebinar
  22. 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. 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. 24. © 2017 eMarketer Inc. Who Owns the Customer Experience?
  25. 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. 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. 27. © 2017 eMarketer Inc. Marketers have the opportunity to take a stronger role #eMwebinar
  28. 28. © 2017 eMarketer Inc. Reality Check
  29. 29. © 2017 eMarketer Inc. Even among digital native firms, there are a lot of less-than- stellar customer experiences #eMwebinar
  30. 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. 31. 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
  32. 32. 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
  33. 33. Ari Sheinkin, Vice President, Marketing Analytics, IBM
  34. 34.
  35. 35. © 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: 800-405-0844 or 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’