Adobe Digital Dialogue

Will 2016 Be The Year When Customer Experience Takes Centerstage?

While the impor­tance of cus­tomer expe­ri­ence (CX) has been long estab­lished, 2016 is the year that we are real­ly going to see CX come into its own.  Accord­ing to a recent study by Econ­sul­tan­cy in part­ner­ship with Adobe, the impor­tance of man­ag­ing an excel­lent CX is increas­ing­ly set­ting the tone for oth­er busi­ness pri­or­i­ties.

Deliv­er­ing great CX is about deliv­er­ing excel­lence in cus­tomer inter­ac­tions, in a con­sis­tent fash­ion through­out the jour­ney, across all touch-points – whether it’s through Web or mobile search, or an in-store expe­ri­ence.

More than 7,000 mar­ket­ing pro­fes­sion­als world­wide took part in this year’s Econ­sul­tan­cy Dig­i­tal Trends Sur­vey, with 16% of respon­dents from Asia Pacif­ic (APAC). Besides pro­vid­ing insights into mar­keters’ pri­or­i­ties and views on dig­i­tal trends, the study also illu­mi­nates dif­fer­ences between how mar­keters and agen­cies in APAC ver­sus those in Europe and North Amer­i­ca, inter­pret and pri­ori­tise the dif­fer­ent ele­ments that make for a bril­liant CX.

As in 2015, the pri­or­i­ties that sit atop mar­keters’ lists are focused on the indi­vid­ual — per­son­al­iza­tion, con­tent opti­miza­tion and social media engage­ment, are over­lap­ping capa­bil­i­ties with the cus­tomer at the cen­tre. In APAC, more mar­keters (31%) are pri­ori­tis­ing social media engage­ment this year, com­pared to last year (28%); ahead of per­son­al­iza­tion (30%) and con­tent opti­miza­tion (26%). Although also impor­tant glob­al­ly, social media engage­ment (25%) is pri­ori­tised after per­son­al­iza­tion (31%), and con­tent opti­miza­tion (29%). While the rank­ing of pri­or­i­ties may dif­fer year-on-year, the real­i­ty is that all of them require atten­tion. Many of these capa­bil­i­ties are com­ple­men­tary and some­times inter-depen­dent. There­fore, the abil­i­ty to strike a bal­ance in address­ing the myr­i­ad of pri­or­i­ties will mean the abil­i­ty to deliv­er great CX.

Figure 1: Which three digital-related areas are the top priorities for your organisation?

Digital Marketing

Accord­ing to the sur­vey, mar­keters and agen­cies world­wide con­tin­ue to see cus­tomer expe­ri­ence and the con­tent to sup­port it as the most excit­ing oppor­tu­ni­ties in 2016. Under­pin­ning those activ­i­ties is lever­ag­ing the data nec­es­sary to pro­vide indi­vid­ual, rel­e­vant mes­sag­ing and ser­vice. APAC mar­keters are aligned in this respect – cus­tomer expe­ri­ence opti­miza­tion comes up tops, accord­ing to 17% of com­pa­nies and 15% of agen­cies in the region. Cre­at­ing com­pelling con­tent for dig­i­tal expe­ri­ences fol­lows as a close sec­ond, as indi­cat­ed by 15% of com­pa­nies and 18% of agen­cies. The same pro­por­tion of com­pa­nies and agen­cies (15%) see indi­vid­ual-focused data-dri­ven mar­ket­ing as the sin­gle most excit­ing oppor­tu­ni­ty for 2016.

Figure 2: Which one area is the single most exciting opportunity for your organisation (or your clients) in 2016?

Digital Marketing Opportunities

Data is unan­i­mous­ly viewed as the key to the future, by mar­keters across the world. This demon­strates mar­keters’ aware­ness of the crit­i­cal role it plays, towards improv­ing CX.  As men­tioned ear­li­er, mar­keters see indi­vid­ual-focused data-dri­ven mar­ket­ing and opti­miza­tion of cus­tomer expe­ri­ence as key oppor­tu­ni­ties today.  These oppor­tu­ni­ties are set to rise in sig­nif­i­cance, as a greater pro­por­tion (19%) see them as the most excit­ing oppor­tu­ni­ties ahead in five years’ time.  While the impor­tance of data is well-estab­lished, there remain chal­lenges in the mas­tery of data – specif­i­cal­ly, turn­ing raw data into use­ful insight to gen­er­ate great CX. Mar­keters around the world ranked the access and con­trol over data as one of the top three ‘most dif­fi­cult’ fac­tors to mas­ter in deliv­er­ing CX.

Figure 3: Most exciting opportunity – 2016 vs ‘five years’ time’

Digital Marketing Opportunities

Great CX is made up of many ele­ments that all work togeth­er with the cus­tomer needs and wish­es as the end-goal. In addi­tion to data, strat­e­gy, tech­nol­o­gy, cul­ture and col­lab­o­ra­tion are oth­er ele­ments that orga­ni­za­tions need to take a close look at, to tru­ly deliv­er excel­lent CX. Inter­est­ing­ly enough, only 27% of respon­dents ranked col­lab­o­ra­tion as most impor­tant to CX suc­cess which should be a red flag to mar­ket­ing teams, because with­out col­lab­o­ra­tion, we run the risk of pre­sent­ing frag­ment­ed and mis­aligned CX.  Ulti­mate­ly, the mes­sage of this research is this – mar­keters need to work togeth­er across teams, depart­ments and even orga­ni­za­tions. It is only when every ele­ment in the mix is aligned, that mar­keters can deliv­ery tru­ly uni­fied, coher­ent and out­stand­ing CX.

Down­load a com­pli­men­ta­ry copy of the full report here: 

Customer Experience

Join the discussion

  • By Sustaining Towers - 1:59 PM on May 28, 2017   Reply

    Mar­ket­ing get hard­er and hard­er man.….……

Join the discussion