Report: Half of Marketers Do Not Fully Put the Customer First

While most marketers already know the importance of putting the customer first, not all of them are finding it easy to do so, according to new research.

Econsultancy and MediaMath recently conducted the “Dream vs. Reality: The Real State of Consumer-First and Omnichannel Marketing” report and discovered that 91 percent of respondents believe it is important to put the customer first in all of their marketing efforts. However, 51 percent say that they do not fully do so.

customer experience, digital marketing

“The failure to adopt a consumer-centric, omnichannel approach can cause a range of problems which can compromise the consumer experience and undermine advertising effectiveness,” wrote the authors of the report.

The research showed a clear disconnect between where marketers know they need to be in terms of creating a customer-centric experiences and actually implementing best practices to do so, especially when it came to omnichannel and proper attribution. For example, only 67 percent of respondents said they could accurately attribute their online advertising spend to offline channels.

Marketing to Provide an Optimal Customer Experience

Marketers may not be entirely focused on putting the customer first, and as a result, a poor customer experience may be impacting the potential to drive sales.

PwC surveyed 15,000 people from 12 countries to gauge customer attitudes toward brands and the buying process. A total of 73 percent of respondents said that customer experience is an important factor in their purchasing decision. However, only 49 percent of respondents claim that companies currently provide good customer service.

“Good customer experience leaves consumers feeling heard, seen and appreciated,” concluded the authors of the report. “It has a tangible impact that can be measured in dollars and cents.”

Approximately 65 percent of customers believe that a positive experience with a business is more influential than great advertising.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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