Marketers are planning a customer experience makeover, and based on December 2014 polling by Econsultancy in association with Ensighten, those who are able to do so stand to reap plenty of benefits.
Among client-side marketers and agency professionals studied worldwide, higher engagement and conversion rates were far and away the top business benefits of customer experience optimization. Better brand perception and loyalty were the second-biggest benefits for both groups, while renewals, cross-sells and upsells rounded out the top three. All of the top three benefits were more important to marketers than agencies, while the latter group was more likely to cite financial-related benefits, such as increased average order value, than the former.
A single customer view is critical to providing a personalized and thus better customer experience. However, the study found that few respondents leveraged these for all marketing activities. Less than one-fifth of respondents (18%) in both groups said they or their clients used a single customer profile for all marketing efforts, vs. 45% of marketers and 33% of agencies who didn’t. Read the rest at eMarketer.