Report: Customers Challenge Marketers to Deliver Omni-Channel Experiences

Marketers are connecting with their customers and prospects in multiple ways today, but is one method of contact more effective than others?

The “Customer in Context” report from the CMO Council found that 47 percent of customers engage with businesses across several platforms, and 42 percent like to mix it up depending on where they are or what they want.

About 58 percent say they turn to a company’s website when they want to engage, while 52 percent prefer email. Forty-six percent opt for a phone number to call, and 30 percent seek in-person engagement.

“Customers are defining which channel is important at different stages of their journey. This means it is even more critical for marketers to truly understand their target audience.”

Approximately 52 percent of customers define an “exceptional experience” as one that comes with a fast response time. Forty-seven percent like to work with a knowledgeable staff that is ready to assist whenever they need help and 42 percent prefer to be recognized or rewarded for their customer loyalty.

B2B Marketers and the Customer Experience

B2B marketers have been made aware of the growing demand for a more enhanced customer experience in recent months.

“The Complexities of B2B Sales Require Thinking Beyond Today’s CPQ” report from Forrester Consulting and FPX recently looked at how B2B marketers are serving their customers and prospects. About 70 percent of marketers said that their customers now have higher expectations for experiences during the buying process than they did before.

Nearly 68 percent agreed that it is “very important” to deliver a consistent, high-quality customer experience.