创意体验：客户体验的演进升级（英文版）.pdf

Creative Experience: The Evolution of CX 2 Creative Experience: The Evolution of CX It is a must-read for any marketer aspiring to deliver next-level customer experience. Brands today need to satisfy their customers in a beautiful way and having a creative experience approach to marketing is the first step to success.” This survey defines Creative Experience how the intersection of data, creativity and technology will lead the future transformation of businesses and brands through experience. Jean Lin, Isobar Global CEO “ Introduction Speed Read Key Findings Explored Practical T ools from technology platforms, to digital marketing software and AI-assistants. However in a world where brand experiences are becoming interchangeable, creativity and design is critical for differentiation and providing customer experiences that truly stand-out for consumers. CX: Today - Technology focused Creative Experience is an evolution of CX to create distinct and connected experiences that create a place for brands to live in peoples lives. Creative Experience sits at the intersection of data, creativity & technology and delivers holistic, highly-crafted, customer-centric brand moments that provide utility around the consumer and their specific needs. These experiences are inspired by insights that use storytelling to resonate emotionally, whilst leveraging technology to unlock products and services that deliver value. Experience is the link between marketing communications and loyalty and CRM to build brand loyalty. We believe Creative Experience is also critically important to drive commerce, as the gap between brand inspiration and brand transaction has never been closer and consumers demand simplicity in experience. This survey provides us with concrete evidence that creativity a critical component of CX, and that Experience is the future of brand building and commerce. The new CX is Creative Experience Technology is changing human behaviour - from how we work and play, how we travel, shop, spend our leisure time and engage with brands. It has permanently transformed our expectations, enabling us to work more efficiently and to live healthier, more socially-connected lives, rich with opportunities to shape who we are through what we buy. The digital economy has led to a rise in customer expectations, and concurrently, technology advances have triggered rapidly diminishing differences in product and service functionality. As a result, competition has peaked, and Customer Experience has become the only point of meaningful differentiation for brands. Customer Experience as every marketers battleground5 Speed Read: CMO Survey Findings Marketers are facing tough challenges including a rise in customer expectations, increased competition and an unprecedented speed of change. 46% CMOs said they struggle to deliver on customer expectations today, but it is the pace of customer expectations that is really holding back 57% business. 01 Businesses are investing in creativity as a priority to transform customer experience, with 47% of CMOs specifically looking to invest in creativity next year, and 85% believing that creativity and big ideas are important to the future success of the business. 02 Consistency is the most important thing? A product of service that delivers consistently was considered to be the most important thing in delivering a good experience. However, only 44% of consumers considered a brands ability to deliver consistently was an important factor - brands need to determine what the right balance is. 03 Marketers are increasingly dissatisfied with their creative output - while 62% of CMOs said creative ideas are an agencies most valuable asset. So creativity is an important opportunity to meet consumer expectations, deliver client needs and for agencies to thrive. 04 Marketers are playing a bigger role in business transformation with 80% due to expand their responsibilities to include product and services. But will their investments today help to build their tomorrow? Only 37% of CMOs are investing in Innovation to support the development of customer experiences next year. 05 Not one person owns Customer Experience - there is a responsibility gap with 53% of the CMOs believing marketing is responsible for developing the overall customer experience, but only 36% said they actually had responsibility for delivering this task in their organisation. 06 Commerce is growing steadily but CMOs need to invest in direct relationships - whilst 40% of marketers say that eCommerce is already important to the success of their business today, its expected to be even more critical in future. 07 The three key ingredients for CX - what are the must-have items on every marketers CX shopping list? Customer-centred business strategy, an innovative use of technology and data analytics to personalise products and services were named as the most important ingredients to build CX. 086 Key Findings Explored With advancements in technology and businesses born in the digital age on the rise (without legacy and armed with direct to consumer data), the competitive environment is constantly evolving and advancing at pace with 60% of CMOs reporting an increased level of competition (an increase of 4% from 2018). When we asked Marketers to describe the external challenges they face, 60% said they struggle to deliver on customer expectations. The pace of increased customer expectations is holding back 57% of marketers in the delivery of customer experiences specifically, and in fast- growing markets like Germany 75% of CMOs report this as a problem. Confidence is low as a result - 46% said that consumer expectations of their brand will increase to the point where they struggle to deliver on these expectations. And one of the top internal challenges CMOs faces is an inability to transform the business quick enough (which has risen by 6% in the last year alone). Today, the majority of CMOs believe that one of the primary roles of the marketing function is to deliver business growth and an even bigger majority believe the role of marketing will be to deliver business growth in two to three years. In an era where brands are more than what they say, brands are what they do, marketers understand that they are expected to play an even bigger role in delivering business transformation and leading disruptive innovation in the next few years. However, does the allocation of business budgets reflect that? 50% of CMOs report that securing long term investment is a top three internal challenge. Marketers are playing a bigger role in business transformation 75% of CMOs agreed that delivering better customer experience requires better internal integration, with 41% of the people we surveyed said responsibility for delivery sits in different parts of the business, and this holds back the delivery of superior customer experiences. Across 1,000 CMOS in ten markets surveyed, CX is split across roles, from CMO, Chief Customer Officer, Chief Digital Officer, Chief Growth Officer, Chief Technology Officer, Chief Executive Officer and more, with CMOS being the largest group (36% on global average) responsible for delivering customer experience. There are, however, large market differences in the results, for example, 58% said CMOs are responsible in China, 52% said Chief Customer Officer in Russia, and 47% CEO in Japan. Whilst 53% of the CMOS we surveyed said that the primary role of the marketing function lies in developing the overall customer experience, only 36% said they had overall responsibility for delivering customer experience in their current organisation. Not one person owns Customer Experience A relentless pace of change7 Between the speed of change, a CX responsibility gap and a lack of long term marketing investment - it comes as no surprise that customer experience lags behind its potential. 75% of CMOs say delivering a better customer experience requires better internal integration according to CMOs and 40% dont feel they are delivering seamless customer experiences and commerce well. Brands are missing the CX bar Key Findings Explored8 We only need to look at the striking similarities between food delivery, travel, and supermarket apps to find that brands are prioritising functionality above all else. Which begs the question, is a focus on consistency conducive to building creative, and memorable experiences? In an age where personalisation is a key driver of brand loyalty, should marketers move from focusing on consistency to building brands through the use of creativity to create meaning? Consistency means different things to different people. To brand marketers, consistency is used to describe the replication of branded content, but we view consistency of service as important specifically in customer experiences. When we asked CMOs what good customer experience means, the majority said a product or service that delivers consistently (64%), consistent service across all touchpoints (54%) and brand loyalty (49%). 79% predicted that they will have to work harder to deliver consistently across all touchpoints of their brands.However, when consumers have been asked what is most important, consistency is rated much lower relative to other factors including trust and transparency. Only 44% of consumers consider a brands ability to deliver consistently was an important factor in increasing their trust levels in a business. We believe that a focus on consistency within brand marketing has contributed to a uniformity of experience - with one brand indistinguishable from the next. In a bid to deliver on consumer expectations, marketers turn to the same techniques leveraging the same technology platforms with the goal of exponential growth and customer convenience. At the same time, they have divided and diversified their efforts across touchpoints but stopped short of creating channel and brand-specific strategies that are compelling and differentiated. So customer experience has stagnated - both across touchpoints and within brands. “If its predictable, then its not creative.” Ronald Ng, Isobar Global Chief Creative Officer Consistency is the most important thing? What is a good Customer Experience? 49% Brand loyalty 46% Responsiveness to feedback 44% An Emotional connection to your brand 54% Consistent service across all touch- points 64% Product or service that delivers consistently 34% Smoother points of transaction Key Findings Explored9 Forresters Jay Pattisall, argues in The Cost of Losing Creativity, that marketers will need to shift $19B from technology to creativity. According to the Forrester ROI model, making this investment will garner $66 billion for businesses. Forrester also showcased that the value of investing in creative differentiation over the next six years would be $10 billion more. This shift in balance to enabling creativity to support technology investments would lead to making the technology investments working to their maximum potential. 85% of CMOs said that creativity and big ideas that build the brand and that make create an emotional connection are important to the future success of their business and 47% of CMOs will be making an investment in creativity to enhance their customer experiences next year. This was followed by Data and analytics (45%) and Marketing Software (40%). Forresters conclusion in its June 2019 report The Cost of Losing Creativity that experience demands investment in creativity also supports our findings. Only through the smart fusion of creativity and technology will we be able to deliver a superior experience that doesnt just digitalise experience, but distinguishes, transforms and augments brand experience beyond what was previously possible. 46% of marketers said that they are average, below average or weak in delivering creativity and big ideas that build the brand and create an emotional connection. Its therefore not surprising that 48% said that creativity and ideation ranked top in importance to the success of their business in the next 2-3 years, and creativity would be receiving the lions share of investment, with 73% CMOs agree that cutting through the noise requires more investment in creativity and big ideas. “Optimisation and personalisation are table stakes. Every experience a brand creates for the customer is an opportunity to build the brand. Transformation will only happen when brands are built through the best experiences they offer to people seamless, frictionless, delightful and consistent on-brand experiences.” Ronald Ng, Isobar Global Chief Creative Officer Creativity & ideas are the bedrock of Experience Key Findings Explored 47% 45% 40% 37% 34% Digital marketing software Innovation Product and/or Service design Data and Analytics Creativity What investments is your business making in Customer Experience in the next year?10 When faced with big targets, and even bigger challenges, marketers are looking at their agency portfolios more closely. 62% of Marketers said that agencies ability to develop creative ideas and campaigns is an important future source of differentiation - so creativity isnt just critical to the survival of brands, its also critical to the survival of marketing agencies. Marketers understand that CX depends on the combination and collaboration across departments and skill sets. Whilst they are investing in creativity as a priority they are continuing to see the benefits of using technology and data to accelerate CX. In our survey CMOs said they believe the key ingredients to superior customer experience are a customer-centred business strategy (64%) followed by an innovative use of technology (53%) and data analytics to personalise products and services (47%). This aligns with their investments for the next year with 47% of CMOs making an investment in Creativity to enhance their customer experiences next year (followed by Data 45% and analytics and marketing software (40%). Half of CMOs have admitted to more short term strategies of two years or less. While many innovations can be viewed as incremental and additive to experience, in many cases innovation is seen as a longer term investment, particularly when it transcends campaigns or media innovation and addresses core needs of the business. Considering experience is the last meaningful point of differentiation for brands, it is perhaps surprising that only 37% of CMOs said that they would be investing in improving their customer experiences through Innovation next year. At the same time, 80% of marketers are