According to an eConsultancy.com survey, customer experience is now B2C marketers’ top priority in 2017, just beating out content marketing. This has been a growing trend over the last several years as brands look for new ways to differentiate, especially in categories where products are increasingly more commoditized. This is no surprise, given that consumers say they are willing to actually pay more for a product if they get a better experience. And while driving an increase in purchase behavior is a key goal of CX initiatives, the real results come from increasing loyalty that drive retention and cross-selling opportunities.
The challenge, and where customer experience diverts from customer service, is that there is no one owner internally at most companies of every consumer touchpoint. Improving the customer’s experience requires breaking down silos across the entire company from marketing to sales to IT to human resources to ensure everyone is aligned around the strategy. This is where the breakdown happens. A consumer might be delighted by an online shopping experience, but as soon as they go into the store and talk to an associate, they are immediately annoyed.
I recently had a similar experience that illustrates not just the importance of customer experience, but also the challenges that come with implementing these types of programs. Continue Reading