A worldwide survey by the Economist Intelligence Unit of almost 500 CMOs and senior marketing executives worldwide, 'The rise of the marketer, Driving engagement, experience and revenue', has unveiled expectations of rapid and major upheaval in marketing in the next five years.
According to research firm Gartner, overly centralised business intelligence (BI) and analytics teams cannot deliver the domain expertise and responsiveness most organisations require. It says organisations should create a two-tier model under which a central team works collaboratively with other teams distributed throughout the enterprise.
A recent article on the Smart Company web site described Peter Langham, CEO of Scottish Pacific Debtor Finance, which services the SME sector, as champion of customer service excellence and of the net promoter score as a means of measuring it. But does NPS deserve such reliance being placed on it?
"How dirty is your data" asks Forrester in a white paper with that title. It argues that the practice of gathering customer data and then using it for sales and marketing purposes has evolved over many years in the absence of rigorous controls and usage policies, that this has precipitated a backlash from regulators, which has resulted in what today are well-publicised, and onerous, policies on personal information and privacy.
What’s the customer experience disconnect dilemma? It’s the fact that the customer experience is, by definition, what the customer experiences. It is also that which the business strives to create but over which, ultimately, it has no control: experience is unique and personal.
Global IT analyst and market research firm, IDC, has pronounced that customer experience will become the number one customer-related priority for organisations in Asia Pacific in 2015 and is telling CMOs and CIOs they will need to partner and align their goals to guarantee success.
"According to a Nielsen Global Online Consumer Survey of more than 25,000 Internet consumers, people now trust recommendations and opinions from real friends and virtual strangers more than traditional information sources, such as corporate websites and ads."
It's no secret that in today's world of the digitally empowered and multi-connected customer the challenge of managing the customer experience has become massively greater. Now here's another dimension to the problem: documentation.
US CRM-focussed web site CRM Simplified is very bullish about 2015, saying it will be a dynamic year for CRM, will present many challenges, and therefore many opportunities. It has identified "five important trends to keep in mind," but it seems to see these trends more as threats than opportunities. It offers "some creative ways to overcome them."
Joe Gagnon, senior vice president and general manager of cloud solutions with Aspect Software, told guests at breakfast seminars in Melbourne and Sydney that customer service was now a new form of marketing.
- Net promoter score: what's it worth
- Welcome to the customer experience arms race
- Users demanding more from lead management
- The future of customer experience is here. Don't miss out!
- The contact centre in 2015: what the future holds
- The high cost of customer delight
- Digital marketing still in catch up mode
- Cloud, employees and mobility: the focus for 2015
- When a company refuses to take no for an answer
- Back to the future on customer service
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