There is little doubt that marketers have embraced the need for a connected and cohesive customer experience. But while the new customer experience, especially the digital experience, has changed the way most organizations reach and engage with their customers, not all marketers are overjoyed with their current results. In a recent study conducted by the CMO Council and IBM, 38 percent of senior marketers admitted that the new engagement strategies in place have yielded mixed results, with some campaigns yielding expected results while others have not hit the mark.
Similar to results being spotty at best, marketers also admit that their goals for delivering a truly connected customer experience have also fallen short as only 6 percent say they have completely connected physical and digital experiences with all touchpoints, connecting and informing the next relevant and valued journey for the customer. In fact 42 percent of respondents indicated that their primary goal for the year ahead was to better connect and integrate loosely tied campaigns into a stronger, more cohesive experience that can actually drive engagement across the customer’s lifecycle with their brand.
The CMO Council, in partnership with IBM Marketing Cloud, hosted a one-hour interactive webcast focused on the key issues and challenges marketers face, needs and requirements to tomorrow’s customer and the missteps being taken by many organizations on their path to customer experience transformation.
Questions addressed include:
What needs to happen to deliver real customer experience success in 2017?
With strategies for robust connected experiences in place and support for this holistic, data-driven and intelligence-rich experience coming from the C-suite and extending through lines of business and functional leadership, why are marketers admitting that strategies are not fully actualizing in action?
As individual campaigns see varying levels of success, are there deeper disconnects we have yet to resolve that are blocking our path to a profitable customer experience strategy?
Liz Miller, SVP of Marketing, The CMO Council; Chris Moloney, CMO, CAN Capital; Zeynep Tolon, Global CMO Market Development Leader, IBM