2019年消费体验趋势报告.pdf

CLOSING THE CX GAP: CUSTOMER EXPERIENCE TRENDS REPORT 2019 A global perspective from marketers and consumers on open source innovation and what makes or breaks customer experiences2 Closing the CX Gap: Customer Experience Trends Report 2019 Executive Summary The Human Element of CX Technology as an Enabler, Not Limitation, of CX Making Data Your Secret Weapon Bringing the CX Together: People, Technology + Data 3 4 6 11 15 TABLE OF CONTENTS3 Closing the CX Gap: Customer Experience Trends Report 2019 Organizations have learned that delivering positive customer experiences (CX) isnt just good for customers; its good for business. Customers will abandon a brand if their needs arent satisfied, negatively impacting business retention rates and bottom lines. Thats why customer loyalty is vitally important for every brand. That said, how marketers attain this loyalty must align with the times. Todays consumer has more options than ever before and walks into every brand interaction with high expectations for engagement, responsiveness and product quality. With all facets of the experience from social networks to retail channels being disrupted by major players like Amazon, Apple and Google, consumers have adapted to a certain standard and can be unforgiving when their expectations arent met or their trust is betrayed. What does this mean for marketers? They not only need to deliver on these increasing expectations, but must also strategically employ the right tools to deliver personalized experiences without breaking their trust or abusing the data privileges their customers allow them. No easy task, to say the least. Marketers now live in a world of analytics and funnels, facing greater pressures to deliver on quantitative business objectives. Even so, they must remember the human beings behind the numbers and ensure, through all the number-driven deliberations, that they are ultimately building relationships based on trust. Where do these two groups stand today, as the industry continues to ebb and flow around them? How do marketers feel about the current state of CX, and do consumers agree? The stakes have never been higher for todays brands but are they ready to deliver? To get to the heart of the matter through a global lens, weve collected the views of more than 5,000 consumers and 500 marketers across the United States, Australia, France, Germany and the United Kingdom. Spanning the topics of brand loyalty, marketing technology, data privacy and more, our survey identifies where marketers and consumers align and maybe more importantly, where they dont. The findings pose interesting questions about the disconnect between consumers and marketers, as well as the return on investment (ROI) gained from an ever-growing inventory of marketing solutions. Despite increasing investment in marketing technology (martech) year over year, nearly half of consumers say brands arent meeting their expectations, and even fewer remember the last time a brand exceeded expectations. Moreover, marketers continue to struggle with the new balancing act that is personalization and data privacy, much to the frustration of consumers. Although many marketers 85 percent believe they are compliant and secure in their data practices, the way they use this information leaves much to be desired, with 61 percent of consumers reporting that brands arent using their personal information intelligently or thoughtfully to predict their needs. Marketers must bridge the gap thats been brought to light through our research and bring empathy and respect to the customer relationship. As the marketing landscape becomes more competitive and demanding, marketers need to collaborate and find support through community. Yet, companies and data remain more siloed than ever. Feeling the pressures of competition, marketers are leveraging as many as 20 different vendors all with their own platforms, roadmaps and integration challenges. Its now time to remove the barriers that separate our platforms and, thus, our data, while also banding together as a community to lean on and learn from one another. This new mindset, facilitated largely by massive advancements in open source, is allowing for true CX innovation, adaptability and agility. As we examine these global research findings and implications, well discuss how brands can overcome CX barriers by honing in on three areas: People, Technology and Data. EXECUTIVE SUMMARY4 Closing the CX Gap: Customer Experience Trends Report 2019 Expectations vs. Reality According to both marketers and consumers, CX is missing the mark. More than 60 percent of consumers polled feel that brands do not do a good job of using their personal preferences to predict their needs. Whats more, 55 percent of consumers agree that brands are behind the times with how they interact with customers, both online and offline. As a result, many consumers 61 percent feel that the brands that should know them, simply dont even lacking in the most basic areas of customer knowledge, such as purchase history and personal preferences. This has an even more troubling impact on customer loyalty, with 78 percent of consumers reporting they are more inclined to be loyal to brands that understand them and what they are looking to achieve through interactions with a company. Clearly, consumers expectations for brand experience are not being met. Theyre not the toughest critics, though. We surveyed marketers on these same questions, hearing how they feel as consumers and what their expectations are for CX. Most of us have likely heard the adage doctors make the worst patients. Well, it turns out the same can be said of marketers. Based on our findings, marketers are often tougher on brands than consumers. When asked if online experiences with brands need to be made easier, 44 percent of marketers strongly agreed. On the other hand, only 18 percent of consumers strongly agreed with this statement. Similarly, when asked if they often abandon a brand when the online experience is poor, 77 percent of marketers agreed (30 percent strongly agreed) whereas only 63 percent of consumers agreed (17 percent strongly agreed). This same pattern can be seen when it comes to personalization and convenience, with 79 percent of marketers saying they feel like a generic customer when they engage with businesses online, as opposed to a unique individual with their own preferences and needs. When asked the same question, consumers agreed but to a lesser extent, with only 68 percent agreeing to this statement. In terms of convenience, more than half of marketers (53 percent) strongly agree that engagements with brands should be convenient, whereas only 33 percent of consumers felt the same. This data presents an interesting conundrum: if marketers have higher expectations for CX and are, overall, feeling greater dissatisfaction than consumers, why arent brands meeting expectations? THE HUMAN ELEMENT OF CX Do brands make you feel like an individual? 79% of marketers 68% of consumers .say NOits about fostering long-term relationships. And while marketers understand this transition and have evolved their thinking, digital solutions have not followed suit. Without question, marketers want their technology working together to create one cohesive experience, both internally and for the customer. This was true for 89 percent of those polled through our survey. At one time, this was achieved through big proprietary enterprise scale vendors who claimed they could do it all. Every system and solution you need under one umbrella sounds ideal. However, this approach comes with limitations. Todays marketing landscape is complex and diverse that one company wont have the solutions that best fit for marketing, commerce, personalization, data management, content and experience management, and more. Marketers trapping themselves within one vendors ecosystem could be missing out on the best solution for any given application. This can also subject them to significant delays while vendors plan and execute upon proposed integrations and connectors. This could slow the delivery of marketing programs and limit future options, stifling marketers and preventing them from getting ahead of their customers next ask. If your organization is investing in less than the best, all the marketing budget in the world wont help you move the needle on CX. No one should be at the mercy of a vendors roadmap. Its time to have the freedom to chart your own path.9 Closing the CX Gap: Customer Experience Trends Report 2019 Opening Up to Open Source and the Power of Community To allow for a more adaptable and agile CX strategy, marketers should look to open source and headless solutions. In fact, our research found that an astounding 88 percent of marketers want to take an open source approach to their CX platform. This strategy can be highly effective, as it eases integration across a martech stack and allows marketers to reap the collective brain power of the largest community of technical experts across the world wide spectrum of tools. Open source is becoming the critical underpinning on top of which todays vast inventory of marketing tools must reside in order for marketers to act confidently and knowledgeably. By harnessing the power of community, marketers can easily stay abreast of the latest best practices, technology integration strategies and troubleshooting techniques. Why go through trial and error with technology when the larger community could provide a short cut? Oftentimes, the problem you are facing has already been solved. Open source allows everyone to capitalize on this knowledge, so the industry can move forward swiftly and collectively. And to be an effective marketer, speed is critical. Through API-first models, marketers can seek out the best of the best in martech, without fear of a poor, time-intensive or even impossible integration. With open source, there is a solution out there and the larger community is behind you to find it creating the freedom to innovate, take risks and enter uncharted territory. Does this remind you of why marketing was an appealing profession in the first place? To feed your creativity and see your ideas come to life! In addition to opening your company to the collective resources of the larger developer community, open source allows users to truly capture and leverage all of their data a foundational element of CX that is lacking among marketers, according to findings. Although 86 percent of marketers say that their organization has a way to capture customer data in real-time, 83 percent say that customer data is captured across multiple systems within their organization and lives in silos. Silos can prevent valuable information on customer preferences and past interactions from being shared across technology solutions and possibly even departments. This could mean sales or IT is seeing information about customers that marketing is not. Data discrepancies across divisions may even be the reason marketers struggle to work effectively with other units of the company, such as IT, which 66 percent of marketers reported as a challenge. Without full access to visitor information and customer data profiles, its impossible to understand your buyers and personalize experiences to them as they move through the customer journey. Unfortunately, this is becoming an all-too-common problem as marketers continue to snatch up new tools without taking stock of whats in front of them, what can work together and what isnt working at all. Our research shows that 22 percent of marketers currently rely on as many as six different vendors and 10 percent of marketers saying their organization relies on as many as 20 different vendors. Given this, the ability to ensure seamless cross-platform operations and bring data from these disparate sources together has never been more important. 83% of marketers say customer data lives in silos, impacting personalization