Today the average consumer is digitally-savvy and has high expectations, expecting more than ever from brands. This means that marketers need to shift to a customer-centric mindset to meet the evolving needs of their customers. June was all about customer centricity with stories, reports and infographics dedicated to helping marketers put the customer at the forefront.
Rising expectation of customers
Businesses are struggling to cater to customers' expectations, or at least that is what new research from eMarketer indicates. Eighty-two percent of U.S. corporate executives reported that customer expectations are now either "somewhat" or "much" higher than they were three years ago, while nine percent said that it is "very difficult" to please consumers. The reason? Technology is setting a new benchmark for customer experiences.
Five tips for customer-centric marketing
In June, Brian Solis interviewed Sylvia Ng, vice president of growth and analytics at ScribbleLive, and uncovered five ways to embrace your customer-centric side. One tip from Ng suggested observing your audience and understanding who your customer is while framing it through your brand's lens. This will help bridge the gap between your brand and the customer experience.
3 key customer experience learnings
eConsultancy released its Customer Experience Excellence Trends Briefing which explores the increasing focus on customer experience and highlights some of the challenges faced by digital marketers. Some of the key takeaways from the report were that there is no de facto standard for customer experience ownership, with some professionals saying it is everyone's responsibility and others indicating that marketing is in charge. Also marketers are struggling to provide "cross-device consistency," a key tenet of modern customer-centric marketing.
Big data meets customer experience
A recent study commissioned by CA Technologies found a correlation between data and customer experience with 60 percent of managers stated that improving the customer experience is a major reason why they have big data projects. As the summer kicks off, consider how you can collect more relevant data and feedback to help your customer experience strategies.
Infographic of the Month: 'Why are mobile users dropping your app?'
Consumers spend three hours per day on their mobile devices, with 86 percent of those interactions taking place inside mobile apps. Yet one third of users have looked for an alternative app. This infographic looks at the root causes of why mobile users are looking at the competition and what steps you can take to keep them. Spoiler alert – One of the steps involves collecting information about your user’s experience.
iperceptions Blog Post of the Month: 3 skills of a customer-centric marketer
Shar VanBoskirk, analyst at Forrester Research, stated that, "Only marketers who are customer-obsessed and adapt to consumers' changing behaviors in real-time will succeed." This means that marketers need to shift to a customer-centric mindset by focusing on their customers’ intent, needs and experiences in real-time. This month Duff Anderson, SVP and Co-founder of iperceptions, delves into the three skills that digital marketers need to become customer-centric.