Connecting to LinkedIn...

W1siziisijiwmtuvmdqvmtuvmdgvntqvmzgvnzi1l01ptlrbu0hfqkxpr19vtljftkrfukvex0lnqudfx3jlc2l6zwrfyw5kx3jlbmrlcmvklmpwzyjdlfsiccisinrodw1iiiwimtkymhgxmjuwiyjdxq

Blog

The New Face of Customer Engagement: Generation "Me"

23/09/2014 by

W1siziisijiwmtqvmtavmjgvmtuvmtmvmjevndmzl2zpbguixsxbinailcj0ahvtyiisijywmhg0mdbcdtawm2uixv0

Now more than ever, customers are in the driver's seat, defining when, where and how they want to be engaged. To win their hearts and minds, companies must create highly relevant, personalized and consistent brand experiences across the entire customer lifecycle — from initial engagement to ongoing service and support. Today's marketing professionals must, in essence, market to an audience of one. According to new research from SAP SE SAP, -0.64% and the CMO Council, Mastering Adaptive Customer Engagements, many organizations struggle to deliver this highly personalized and integrated engagement model. Companies recognize the importance of delivering the best possible customer experience, but they face a number of challenges in doing so.

Through interviews with more than 300 senior marketing executives at B2B and B2C organizations across North America, the report found that 73 percent of marketers view customer centricity as critical to the success of their business and role at the company. However, very few marketers feel their organizations are positioned to engage and support the personalized needs of today's empowered customer, pointing to "customer-centricity" gap in the following areas:

  • Only 14 percent of marketers say customer centricity is ranked high within their organization; only 11 percent say that their customers would say customer centricity is ranked high within their organization.
  • 66 percent of marketers believe that quick response times to customer requests or complaints is the most important attribute demonstrating customer centricity through the eyes of their customers.

"Customer centricity is an ever-moving target based on customer expectations, so it's always a journey," said Ingrid Lindberg, chief customer experience officer, Prime Therapeutics. "Although we are exceptionally responsive, we are still forced to evolve as the definition changes. Luckily, we are agile and able to adapt to those changes quickly."

It's Not Just About Technology: While it would be easy to blame the shortcomings in mastering more adaptive customer engagements on a lack of technology budget, in reality, technology isn't the root of the turmoil. In fact, when asked to identify the greatest challenges with executing a customer experience strategy, executives surveyed point to separate internal matters:

22 percent of marketers point to challenges with people; having the right talent and the right culture to reach success.
52 percent say that it is a combination the people, the processes and the platforms needed to properly develop, manage, measure and continue delivery of the customer experience.
Cross-Functional Partners are Critical: Marketing executives identify other core business functions, including customer service, sales and IT, as being the stewards of providing an optimized customer experience. Always-on access to products, account details, profile information and customer support is seen as a key component by 36 percent of respondents. This requires partnership across IT, customer service and marketing to execute properly.

This article has been extracted from http://www.marketwatch.com/, please click on this link to read the article in full http://www.marketwatch.com/story/newsbyte-the-new-face-of-customer-engagement-generation-me-2014-09-23?reflink=MW_news_stmp

Montash is a multi-award winning, global technology recruitment firm. Specialising in permanent and contract positions across mid-senior appointments which cover a wide range of industry sectors and IT functions, including:

ERP, BI & Data, Information Security, IT Architecture & Strategy, Energy Technologies, Demand IT and Business Engagement, Digital and E-commerce, Infrastructure and Service Delivery, Project and Programme Delivery.

With offices based in London, Montash has completed assignments in over 30 countries and has appointed technical professionals from board level to senior and mid-management in permanent and contract roles.

comments powered by Disqus

Social Stream

Latest News

W1siziisijiwmtcvmdyvmtkvmtavndkvmtavntuvc2h1dhrlcnn0b2nrxzqymzk2mjg2ni5qcgcixsxbinailcj0ahvtyiisijm4mhgxmdajil1d

Long Term Transition, Not Long Term Tradition...

2017-06-20 09:00:00 +0100

It seems odd that while 88% of businesses are undergoing some kind of digital transformation[1], only 25%[2] of them have a clear understanding of their digital transformation journey. So what's driving so many businesses to pursue digital with such recklessness? Broadly speaking, the reason is simply the unprecedented rate of change in digital solutions and services. As we ride the digital tidal wave, consumers and employees change their expectations, ...

W1siziisijiwmtcvmdyvmtmvmtavmjqvmjuvodcxl3nodxr0zxjzdg9ja181njewnja3mzmuanbnil0swyjwiiwidgh1bwiilcizodb4mtawiyjdxq

How Great Leaders Cultivate Great Teams

2017-06-13 12:00:00 +0100

There's a difference between being a boss and being a leader. Leaders know how to inspire the best from their teams to achieve industry-leading results. For our latest blog, we spoke to our Managing Director, Roy Dungworth, to discover how businesses can create a culture that inspires great people to do great things together. Success in business doesn't begin and end with great leadership. Great leaders inspire their teams to want to do more and be bett...