Home | Growth | Marketers measuring customer experience based on business outcomes, not campaign metrics

Marketers measuring customer experience based on business outcomes, not campaign metrics

By
Font size: Decrease font Enlarge font
Marketers measuring customer experience based on business outcomes, not campaign metrics

Attempt to more directly link customer experience to financial performance.

 

Clicks, views, posts, shares and visits have taken a back seat to acquisition, retention and revenue growth as core measures of customer experience and engagement success, according to a study by the CMO Council and Microsoft.

According to the study, marketers are de-prioritizing digital campaign metrics in favor of business-focused measurements that more directly tie customer experience to financial performance and business outcomes.

Some 40% of marketers surveyed believe that because of these new business measures, they are able to better prove the impact of customer experience investments.

"In today's data-driven marketplace, personalization is imperative."

The study also found that while 49% of marketers are hopefully optimistic about creating lasting relationships with customers through personalized engagements and campaigns, more than one in four are totally confident that personalization is the path to customer gratification and retention.

Key findings of the study include:

  • Thirty-seven percent of marketers believe that personalization success will hinge on the ability to deliver experiences that are powered by a single view of the customer.
  • Thirty-six percent of marketers admit they are currently only able to personalize engagements in select channels but are struggling to properly align the data needed to personalize across the entire relationship in a consistent and meaningful manner.
  • Twenty-one percent are able to deliver highly relevant, one-to-one experiences to their customers, both online and offline.

1 2 »
Join PRESIDENT&CEO on LinkedIn

Subscribe to comments feed Comments (0 posted)

total: | displaying:

Post your comment

  • Bold
  • Italic
  • Underline
  • Quote

Please enter the code you see in the image:

Captcha