In our recent research, in collaboration with eCommerce Expo, on Managing Online Customer Experiences, one of the main challenges we wanted to investigate, is who is responsible for managing experiences - both online and across multiple channels.
Given that we are reaching and interacting with consumers across a multitude of touchpoints, all businesses are looking for the best ways to influence and engage with our consumers, to 'maximise conversion from lead to sale and customer loyalty'. But who is responsible for this?
Over 52.6% of respondents had no defined responsibility for managing for managing the Customer Experience
Well we think this is shocking, but understandable? What are the implications? Well, they're the same with any lack of management and likely include:
Of course there will often be good reasons behind this figure such as the size of the organisation and sophistication of their integrated marketing campaigns. It's shocking in this era of "modern marketing" that over half of the companies were not managing the customer experience across all touchpoints within the organisation, and would not be in a position to be pro-active to monitor and improve this.
To find out how to address CXM this report's findings are themed into 3 sections; Understanding Customer Journeys, Managing Customer Experiences and Improving the Customer Experience.
You can download the free Managing Customer Journeys guide to find out more about how companies are managing, understanding and improving the Customer Experience.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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