Adobe Digital Dialogue

February 17, 2016 /Customer Experience /

Customer Experience is the Biggest Opportunity for Growth

If you haven’t already down­loaded and read the lat­est Econ­sul­tan­cy Dig­i­tal Trends report, then it’s about time!

Through the results we see con­tin­u­ing rein­force­ment of key trends around a cus­tomer cen­tric approach with the pri­or­i­ties for mar­keters being: per­son­al­i­sa­tion (31%), con­tent opti­mi­sa­tion (29%) and social media engage­ment (25%). We have also seen a stronger focus on some of the organ­i­sa­tion­al capa­bil­i­ties need­ed to deliv­er on these go-to-mar­ket areas with cul­tur­al change and dig­i­tal inte­gra­tion being an imper­a­tive to deliv­er on a strong cus­tomer mind set.

The report is worth read­ing in full so I won’t give away too many details, but I would just like to pull out a cou­ple of key high­lights:

  • There is a con­tin­ued focus on get­ting the foun­da­tion of data-dri­ven mar­ket­ing right
  • Cus­tomer expe­ri­ence (CX) is seen as the biggest oppor­tu­ni­ty for growth
  • That stream­lined work­flows between cre­ative & con­tent mar­keters is a pri­or­i­ty for CX suc­cess
  • That the chal­lenges in chang­ing the organ­i­sa­tion­al cul­ture to be dig­i­tal­ly focused are still there, espe­cial­ly in the APAC region
  • That dig­i­tal inte­gra­tion across the enter­prise is need­ed to scale at speed to meet cus­tomer demand

Getting the Foundation of Data-Driven Marketing Right

Get­ting the foun­da­tion­al ele­ments such as data-dri­ven mar­ket­ing in place is increas­ing­ly seen as the heart of this new cus­tomer-cen­trism, with the vast major­i­ty of client-side respon­dents (90%) rank­ing data-dri­ven mar­ket­ing as a top-three pri­or­i­ty and over half say­ing it’s a top pri­or­i­ty for them. This focus on data is seen as cru­cial in sup­port­ing what the sur­vey iden­ti­fied as the key oppor­tu­ni­ty areas for mar­keters in cus­tomer expe­ri­ence and cre­at­ing com­pelling con­tent for dig­i­tal expe­ri­ences.

Customer Experience as the Biggest Opportunity for Growth

The customer’s expe­ri­ence and the con­tent to sup­port it con­tin­ue to be top pri­or­i­ties for both mar­keters and their agen­cies when they con­sid­er where oppor­tu­ni­ty lies. Just over a fifth (22%) of client-side respon­dents ranked opti­mis­ing the cus­tomer expe­ri­ence as the sin­gle most excit­ing oppor­tu­ni­ty for the year ahead, slight­ly ahead of oth­er areas such as cre­at­ing com­pelling con­tent for dig­i­tal expe­ri­ences and data-dri­ven mar­ket­ing (both 16%). This will come with a num­ber of chal­lenges as you read below on some of the foun­da­tion­al aspects required of CX and the organ­i­sa­tion­al change required.

Streamlined Workflows is a Priority for Customer Experience Success

We saw the ear­ly focus on cus­tomer expe­ri­ence emerge in 2014 as one of mar­keters’ top pri­or­i­ties, it dom­i­nat­ed in 2015 and this year has begun to high­light some of the build­ing blocks need­ed to deliv­er on this, espe­cial­ly around stream­lined work­flows. Hav­ing tools that allow for stream­lined work­flows between cre­ative and con­tent mar­keters or web teams was ranked as being impor­tant to CX suc­cess by near­ly two-thirds (63%) of respond­ing organ­i­sa­tions. How­ev­er, two in five (40%) rat­ed this as a 4 or 5 on the dif­fi­cul­ty scale.

The Challenge in Changing Organisational Culture

Near­ly two-fifths (38%) of respon­dents said organ­i­sa­tion­al cul­ture and a cross team approach with the cus­tomer being at the heart is impor­tant. How­ev­er, the sur­vey sug­gests that a cul­ture con­ducive to dig­i­tal inno­va­tion is dif­fi­cult to achieve: 46% of respon­dents rank the abil­i­ty to achieve this lev­el of cus­tomer focus as 4 or 5 on the dif­fi­cul­ty scale. North Amer­i­can (40%) respon­dents find cul­ture less of a chal­lenge than in APAC (48%), though it remains in the top three most dif­fi­cult ele­ments to achieve.

Digital Integration Across the Enterprise

There is now a grow­ing expec­ta­tion that dig­i­tal should be the respon­si­bil­i­ty of a far wider group­ing of roles, dis­ci­plines and func­tions, but chal­lenges remain on the path to inte­gra­tion. The research is show­ing us that there’s been lit­tle move­ment in the lev­el of dig­i­tal inte­gra­tion across an organisation’s mar­ket­ing activ­i­ties, with 21% of respon­dents (up from 20% in 2015) agree­ing that dig­i­tal mar­ket­ing is very much a sep­a­rate func­tion. Con­sumers are engag­ing with brands across all func­tions and in order for busi­ness­es to be able to scale and inno­vate at speed to meet these needs, they will need to bet­ter inte­grate their dig­i­tal capa­bil­i­ty across their busi­ness.


Above are some of the high­lights, but I invite you to down­load the Dig­i­tal Trends Report 2016 and read more. Please join me in con­tin­u­ing the con­ver­sa­tion and putting for­ward your per­spec­tive: @rigbyscott

Customer Experience

Join the discussion