Customer experience continues to be a hot topic, having recently been deemed marketers’ single “most exciting opportunity” of 2016. Now, a couple of new studies delve into the areas that marketers believe are most important to improving customers’ experiences.
The first of those studies, from the CMO Council and SAP Hybris, asked more than 170 senior marketing leaders to identify the top 5 (of 16 listed) attributes and elements of the customer experience.
The leader, by a wide margin, was a fast response time to issues, needs, or complaints, cited by three-quarters of the respondents. This was followed by:
- Consistency of experience across channels (55%);
- Knowledgeable staff ready to assist whenever and wherever the customer needs (55%);
- Clear, consistent messaging and information across channels (46%); and
- A person to speak with, regardless of time or location (37%).