Who manages the CX and 4 more recent CX articles you should read
by Philippe Aussant, on Mar 28, 2019
Every day brings about great insights, statistics and debates about the various aspects and minute details of the Customer Experience (CX) that it can be easy to lose track.
In our latest customer-centric roundup, we look at a few CX stories that caught our eye in recent weeks that CX professionals should check out, and which contribute interesting findings to continue the CX discussion.
- Should CMOs own the Customer Experience?
- Online shoppers are craving more visual content vs. text content
- Consumers’ patience for poor experiences is alarmingly low
- Infographic of the month: The Effective Web Design Techniques of 2019
- iperceptions Blog Post: 16 Helpful Tips For How To Increase Your Survey Response Rates
Should CMOs own the Customer Experience?
The Customer Experience is expansive. It encapsulates not only every interaction a customer/prospect/user has with a brand, but also the people and the mechanisms in the background that deliver and reciprocate these interactions. As such, virtually every department within an organization has some level of influence on the Customer Experience.
But when it comes to ‘managing’ the Customer Experience, who within the organization should be leading and championing these efforts? This topic is often debated, and a couple of recent articles argue on the side of the Chief Marketing Officer (CMO).
Augie Ray, vice president analyst at Gartner, told CMO.com that “CX [is] the CMO’s game to lose… The marketing department is in the best position to know the customer, to collect and use their data, and to understand how different touch points impact brand perception”.
However, MyCustomer recently examined the results of a Forrester study that found that only 41 percent of CMOs feel they ‘own’ the Customer Experience within their organization, while they also “do not necessarily own the teams and resources that deliver the brand promise across touchpoints”.
Regardless of whether CMOs run the show when it comes to CX design, strong collaboration between all departments and a process in which relevant customer insights are being shared to the right stakeholders are critical to the success your Customer Experience efforts.
Online shoppers are craving more visual content vs. text content
As consumers, we always want to reassure ourselves that we’re making the right decision and getting the most value out of our hard-earned money. Having detailed information about each item at our fingertips is always vastly valued. However, as a couple of recent studies have found, we are craving more and more visual content to help us make our purchase decisions.
As highlighted in MarketingCharts, research by Intent Lab found that online shoppers prefer to refer to visual content (e.g., pictures and videos) as opposed to text content (59 percent vs. 41 percent). Important to note, though, is that this figure varies depending on the product category in question. For example, for Clothes, there is an 86 to 14 percent split in those who find visual content more important, whereas for Electronics and Wine & Spirits products, 59 percent of online shoppers prefer text content to visuals (41 percent).
Concurrently, in an article for Marketingland, Andrew Waber of Salsify reported that the average consumer is getting “hungrier for rich media content” when researching products, with all age groups examined wanting anywhere between 5-8 images and 2-5 videos when looking for a product either on Amazon or other retailers.
Brands must continually adjust their approach to meet the ever-evolving expectations of their customers to ensure that the customer experience, wherever along their customer journey they may be, is positive, informative and, hopefully, enriching.
Consumers’ patience for poor experiences is alarmingly low
Switching brands has never been easier for customers, and with so many options out on the market that can be easily found with a single click, their buying power has never been higher. PwC has found that 32 percent of customers will stop buying from a brand they love as a result of one poor experience, showing just how little room for error brands have when it comes to CX.
Recent research by Adobe found that three out of five consumers would stop purchasing from a brand if they experience content that is either poorly-written, poorly-designed, not optimized to their device or too personalized (among other content-related issues).
In an article for CMSWire, Phil Britt examines the ways Telecom brands can take on the customer experience in this competitive industry, among which is implementing a program to collect customer feedback at key moments in the customer journey to better understand their needs and how to tackle them:
“Telecom providers can provide better CX by being willing to engage your customers and understand what they like and don’t like and what they want."
Customers want brands to keep up with their rapidly-changing demands, but they also leave brands with little wiggle room for error. Collecting customer feedback at crucial moments throughout the customer journey, and putting in place the measures to quickly address these poor experiences, are initiatives every brand can ill afford to ignore.
Infographic: The Effective Web Design Techniques of 2019
Designing a website to meet every visitor’s needs is hard, if not impossible. However, there are still some pointers and essential information all website and UX designers can keep in their back pocket that helps ensure a friendly and straightforward web experience.
Digital Information World recently shared an infographic by Design Advisor that provides many key insights and pointers that can help guide designers in the right direction when it comes to many design elements, such as the website’s layout, loading speed and navigation ease. The infographic also refers to case studies where correctly implementing these design elements has helped certain brands achieve a positive response from their visitors.
iperceptions: 16 Helpful Tips For How To Increase Your Survey Response Rates
There is no “one-size-fits-all” approach to collecting customer feedback. Everything from the way you engage visitors and customers for their feedback to how you show questions to your survey respondents can impact the survey experience and, in turn, potentially influence your survey response rates.
In our post, “16 Helpful Tips For How To Increase Your Survey Response Rates”, we take a detailed look at many of the ingredients you should consider when launching a Voice of the Customer (VoC) program to ensure you get the insights you need to better inform your CX efforts. These tips include branding your survey invitation and survey interface, managing the amount of text you show in your questions and answers, as well as leveraging an accessibility-friendly survey collect interface.
Banner image source: Kyle Johnson on Unsplash
Updated: June 11, 2020