Customer Experience

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October 2016[pic 8]

Customers don’t view their relationships and interactions with brands in discrete channels. As digitally  native  companies  continue  to  heighten  their  users’  already lofty expectations, smart brands are taking on a more holistic, less channel-centric approach  to customer  experience,  simply  to stay competitive.

presented by

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Dear eMarketer Reader,

eMarketer is pleased to make this report, The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers’ Always-On Expectations, available to our readers.

This report is a great example of eMarketer data and insights that highlight how the widespread use of digital and mobile platforms influences customer expectations.   It also explores the methods that brands are using to ensure they meet and exceed those expectations.

We invite you to learn more about eMarketer’s approach to research and why we are considered the industry standard by the world’s leading brands, media companies  and agencies.

We thank you for your interest in the The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers’ Always-On Expectations and OpenText for making it possible for us to offer it to you today.

Best Regards,[pic 21]

Crystal Gurin

SVP President and Publisher

eMarketer, Inc.[pic 22][pic 23][pic 24]

11 Times Square, Floor 14 New York, NY 10036

www.emarketer.com

cgurin@emarketer.com

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Customers don’t view their relationships and interactions with brands in discrete channels. As digitally native companies continue to heighten their users’ already lofty expectations, smart brands are taking on a more holistic, less channel-centric approach to customer experience, simply to stay competitive.

• Companies like Airbnb, Amazon.com and Uber have raised the bar for customer experience, meaning that other brands look to emulate their approach in the context of their own business.
• The concept of customer experience is broad, requiring brands to develop a clear strategy involving measurement, analysis and iteration. Though six in 10 executives say they have a strategy in place, just

one in 10 describe it as mature enough to inform their

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Benefits of Achieving a More Complete/Unified View of the Customer According to Executives Worldwide, Oct 2015

%  of respondents

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More accurately predict customer needs and desires

         63%

Improved  customer experience/service

         60%

Greater feedback for product/service  innovation[pic 28]

55%

Greater ability to target and optimize for specific customer[pic 29]

52%

decision-making.

Achieve higher conversion rates

36%[pic 30]

• It’s client-side marketers who are increasingly driving customer experience initiatives across an organization. Many marketers believe there is untapped revenue potential in existing customers. But their budgets continue to be weighted toward acquisition, not retention or loyalty.
• An array of roles and functions specific to customer experience are being carved out at brands large and small. These roles can certainly help achieve customer experience goals—if they come with the proper authority and buy-in from senior executives.
• Having a culture that is not just focused but obsessed with delivering a great customer experience goes a long way to helping a brand meet and exceed today’s heightened customer expectations.

WHAT’S IN THIS REPORT? This report highlights how the widespread use of digital and mobile platforms influences customer expectations. It also explores the methods

that brands are using to ensure they meet and exceed those expectations.

Create and automate multichannel interactions

28%[pic 31]

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Source: Forbes Insights, "Blazing the Trail from Data to Insight to Action: Executive Briefing" in partnership with SAS, Feb 2016        

205724        www.eMarketer.com

KEY STAT: Per an October 2015 survey from Forbes Insights, executives worldwide pointed out several benefits to achieving  a more complete, unified view  of their customers. More accurate predictions of their

needs and desires, as well as an overall improvement to customer experience and service topped the list.

 CONTENTS        

1. The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers’ Always-On Expectations
2. Customer Expectations Today: Always On, Need It Now

6        A Strategic Approach to Customer Experience

The increasingly connected world we live in continues to drastically alter the relationship between brands and their customers. Arguably this change is most obvious in the growing expectation for always-on, real-time interactions across any device. More[pic 33]

often, newer, disruptive entrants—not incumbent brands—are setting these new standards for customer  expectations.

The number of potential channels or touchpoints in  which one can encounter a brand is vast  and continuing to expand—and they’re  not always  direct or controlled.