B2B Marketers Embracing Customer Experience More than Ever – What are their CX Priorities? - SalesStaff - ContactCenterWorld.com Blog
According to the B2B Digital Trends 2016-2017 report from Econsultancy and Adobe, enhancing the customer experience is the single most stimulating opportunity for B2B marketers in 2016. Most of the survey respondents from which data was drawn are based in Europe, but we feel the results can be extrapolated across most B2B marketers as a whole.
The report goes on to explain which priorities were cited by B2B marketers as the most important as it pertains to the customer experience. The chart below illustrates respondents’ answers to the question:
“Where does your organization place the highest emphasis in terms of improving the customer experience?”
It’s not surprising that B2B marketers place the most emphasis on making the customer experience as valuable as possible. What’s interesting to note though is that they’re also focused on making these experiences personalized and relevant – which might signal that a cookie-cutter approach to dealing with customers might not be as useful as once thought. Despite that a cookie-cutter approach is much easier to scale, the results might imply that personalizing the customer’s journey with your company is valuable enough to set aside the inefficiencies associated with it. The report also cites that content optimization moves into the #1 spot as B2B marketers’ top digital priority. It’s been the focus of B2C marketers since 2014, leading one to believe that “B2B marketing is poised further back on the innovation wave than their customer-focused peers.” Other interesting conclusions from the report:
- Nearly all B2B marketers surveyed recognize the importance of optimizing the customer journey across multiple touchpoints, with 97% finding it either very or quite important.
- The consistency of messaging across channels is of equal importance to respondents, 97% of whom consider this very or quite important.
- Just 39% of marketers said that they have a good infrastructure in place to collect the data they need to optimize the customer experience, and even fewer (35%) said they have the analysts to make sense of their data.
About the Data: The report queried 1,141 B2B marketing, digital and e-commerce professionals in December 2015, with 59% based in Europe, and 26% in North America. Almost half (46%) come from organizations with more than $75 million in annual revenue.
Publish Date: November 18, 2016 5:00 AM
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