Marketers See a Positive Response From Focusing on the Customer Experience
Today’s marketers are encouraged to focus on the customer experience with an emphasis on answering questions and personalization. This is according to the “Customer Centricity Rules of Engagement” white paper released by Verint, which showcased the responses of 18,038 consumers from around the globe.
Looking at the data, 89 percent claimed that good customer service makes them feel better about a brand. Eighty-one percent appreciate when they have their questions answered by a company during the buying process and 52 percent like receiving a personalized experience.
When customer experience goes “the extra mile,” indicating that it was quick and efficient, 61 percent of respondents stated that they would tell friends and family about it.
“Building this trust through good proactive service is the secret to fostering customer loyalty and driving potentially lucrative endorsement across global digital and social platforms,” wrote the authors of the white paper.
The Growing Investment in B2B Personalization
Research indicates that marketers had already begun to envision the benefits of personalizing the customer experience earlier this year. A report published by Econsultancy and Adobe in July 2015 showed that 22 percent of B2B marketers viewed the customer experience as their greatest opportunity over the next five years.
Sixteen percent claimed that personalization was their largest opportunity, while 13 percent cited big data.
“With the pace of change in digital marketing, fueled by the expectation of B2B prospects for consumer-like experiences, one might surmise that B2B marketers will be pressured to pivot their focus to customer experience and personalization in the very near-term,” wrote Jill Steinhour, director of high-tech strategy at Adobe, on the Adobe blog.