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

1. 30
Customer
Experience
Stats
Every
Marketer
Needs
to
Know

2. Everyone
seems
to
be
talking
about
marke?ng
and
customer
experience…

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. “Marke?ng
will
take
the
lead
in
the
customer
experience.”
The
Economist
Intelligence
Unit

5. “The
holy
grail
of
customer
experience
is
when
content,
data,
and
channel
are
aligned.”
Adobe

6. …and
for
good
reason.

7. Today’s
marketers
are
making
customer
experience
a
priority.

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.
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. 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. But
there’s
a
major
gap
between
priori?es
and
effec?ve
execu?on.

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. 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. 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. 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. 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. 50%
of
C-­‐suite
respondents
said
their
organiza?on
uses
no
consistent
measure
of
their
customers’
experience.
Hearts,
then
Charts
Be
Almighty

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. 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. So,
how
are
marketers
closing
this
gap
to
effec?vely
manage
the
customer
experience?

21. By
taking
ownership.

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. By
being
customer-­‐
focused.

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. 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. By
focusing
on
content.

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. 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. By
aligning
technology,
people,
and
channels.

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. 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. 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. 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. 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. 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. By
op?mizing
using
real
data.

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. 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. And
when
marketers
successfully
manage
the
customer
experience,
they
see
the
business
impact.

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. 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. 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. Companies
that
successfully
shape
the
customer
journey
see
2X
the
yearly
sales
growth.
CompeEng
on
Customer
Journeys
McKinsey
&
Company

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. 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. Ready
to
take
the
next
step
in
delivering
effec?ve,
consistent
customer
experiences?

47. Grab
the
free
guide
and
get
started
right
away.
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