Customer experience, the most important marketing function

56 %
44 %
Information about Customer experience, the most important marketing function
Marketing

Published on March 14, 2014

Author: thebps

Source: slideshare.net

Description

Personal experience of a brand is the thing that influences more people than anything else when they are choosing a product or retailer.

©DataTalk Research Ltd April 2013 A View from the Data Customer Experience; now the most important marketing function. Personal experience of a brand is the thing that influences more people than anything else when they are choosing a product or retailer. Traditionally advice from family and friends was the thing that people relied on but back in 2013 the ‘big two’ in terms of influence swapped position and, as the chart below shows, the trend has continued. Interestingly recommendations on social networks barely register on the scale. So, personal brand experience followed by what other ‘trusted’ people think is the most influential but what about price? Here it would seem that price comparison websites are, perhaps, losing their appeal whereas offers in store or via leaflets or email are maintaining theirs. Maybe it comes down to trust. People seem to be looking to their own experience and specific offers. Perhaps a reflection of how trust, particularly in the internet has been eroded. One exception seems to be on line customer reviews which are still showing a rising trend. See chart below.

©DataTalk Research Ltd April 2013 On line customer reviews have seen a dramatic rise in the last two years. They have now overtaken comparison websites as a source of influence and taken over from “professional” printed or internet reviews. This would suggest that despite some bad publicity on the authenticity of “armature” reviews people think that on balance they can be trusted. Perhaps consumers tend to regard professional reviews as being a form of advertising? It would seem that experience of brands ability to live up to the expectation they create is far more important than what they say about themselves whether by advertising or social media. There may be nothing new in the fact that brand experience and reputation is important but, technology has provided consumers with a far bigger pool of knowledge of other peoples experience to draw on. What the data tells us is the amount of influence each source has and its importance relative to other influences such as price and other incentives. The implications for marketers seem clear. It is now more than ever about creating the right customer experience and delivering on customer expectation. As Mike Hoban of Thomas Cook said at the recent Drum Digital Convergence panel, ‘marketers must embrace technology and ‘take responsibility’ for the customer experience or face becoming redundant and letting IT departments overtake them’. Brand reputation is king; Brand Reputation Management is now the most important marketing function. Notes: The British Consumer Index is a continuous tracking study of the population. These figures are based on a population representative sample of 33,947 face to face in home interviews (aged 15+). The British Consumer Index also covers communication channel preference, likelihood to purchase and financial optimism set against other factors such as Internet access and use and 11 segmentation models from; Acorn, Cameo, Censation, Mosaic, Personicx, P 2 and OAC. For more details contact: Steve Abbott T; 0203 286 1981 E; stevea@thebps.co.uk Skype; steveathebps

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

Customer experience isn’t a function or a department – it ...

Customer experience isn’t a function or a ... this is not an issue just for the marketing department ... While the deals were closed for the most ...
Read more

The Truth About Customer Experience - Ideas and Advice for ...

... and then engage the entire organization in redesigning the customer experience. ... marketing, and customer and ... The most important ...
Read more

7 Reasons Marketing & Customer Service Need to ... - HubSpot

... we've pulled together 7 compelling reasons why it's important for Marketing and Customer ... function of Marketing, ... customer service experience ...
Read more

Seven Power Lessons for Customer Experience Leaders

To help everyone across your organization realize how important customer experience ... Seven Power Lessons for Customer Experience ... marketing ...
Read more

Customer Experience Defined | Forrester Blogs

... I get asked, “Isn’t customer experience just marketing ... “How is customer experience different from customer ... are important in that ...
Read more

Marketing department functions - Task management

Marketing department functions . ... With help of CentriQS the CRM function of marketing ... One of the most important functions of marketing ...
Read more

The Three "Ds" of Customer Experience - HBS Working ...

The Three "Ds" of Customer Experience ...
Read more

Customer Experience Success Relies On More Than Marketing

... about customer experience design. But since most marketing ... important in the customer experience, ... by function or by business unit ...
Read more

The Ultimate Marketing Machine - Harvard Business Review

The Ultimate Marketing ... we believe that the most important marketing metric will soon change ... and deliver a rich customer experience. They ...
Read more